Grupo Bimbo
Shielding Grupo Bimbo's brand on social media to prevent reputational crisis, strengthen digital presence, and maintain consistent, relevant engagement with millions of users.
Project: Brand Guardianship
The Challenge
Grupo Bimbo faced the challenge of protecting its reputation in an increasingly volatile digital environment, where a single misstep could quickly escalate into a crisis. The brand also needed to remain top-of-mind and relevant to rapidly evolving audiences while preserving the trust and authenticity it had built over decades.
Proactive Reputation Management
We implemented a real-time monitoring and social listening strategy that enabled the early detection of sensitive issues before they could escalate. Crisis response protocols were developed, along with content strategies rooted in the brand's core values to reinforce positive sentiment and trust among users.
Project Impact
Steady increase in positive sentiment: 25% (2022), 30% (2023), 39% (2024)
Over 150 million people reached annually over the past three years
Adaptation to trends, maintaining high industry engagement rates
Adaptive Social Media Strategy
We continuously adapted the brand's social media presence to align with emerging formats, trends, and themes—balancing innovation with consistency in tone and message. This ongoing evolution significantly boosted engagement and helped the brand connect with new audiences, establishing Grupo Bimbo as a digital leader in its category.
“At Ingenia, we believe digital reputation is the truest reflection of a brand's value. That's why we partner with Grupo Bimbo on an agile, creative strategy that not only prevents crises but builds trust with every interaction, day in and day out.
Pablo Hernandéz O'Hagan
CEO, Ingenia
Strategic Brand Shielding
The process began with a comprehensive audit of Grupo Bimbo's digital presence +10 years ago and the identification of potential reputational risks. From this analysis, we developed contingency plans and mapped out key conversation topics.
We established close collaboration between Grupo Bimbo's internal communications team, our social media unit and the Connection Center unit, with agile approval workflows and 24/7 coordination to ensure swift, brand-aligned responses. Real-time sentiment and performance tracking tools enabled data-driven decisions.
As a result of this proactive strategy, Grupo Bimbo not only avoided potential crises but also strengthened its positioning on social media—reaching millions annually and cultivating a growing, engaged, and positive community around the brand.
