New Balance’s Polish team manages a global brand’s presence in several local markets simultaneously – while dealing with thousands of comments, including spam and hate speech on social media. A small team with a large scale of operations faced chaos, wasted time and reputational risks. But with NapoleonCat, they streamlined content publishing and moderation and automated the most time-consuming tasks, saving up to a third of a full-time job.
About New Balance
New Balance needs no introduction. It is a global sportswear and footwear brand founded in the United States and recognized worldwide. The New Balance team working with NapoleonCat is responsible for managing the brand’s presence in several local markets: Poland, Czech Republic, Slovakia and Hungary.
Today they rely on NapoleonCat to manage their social media activities, but that wasn’t always the case.
Three people, including an external agency, manage New Balance’s social media profiles in Poland, the Czech Republic and Hungary. Every month they moderate thousands of comments across both organic posts and paid ads, publishing content that must adhere to strict global brand guidelines.
Initially, the team used an external publishing tool with limited capabilities or relied on Meta Business Suite. Furthermore, Polish ad campaigns have consistently generated high levels of spam and offensive comments. Manually moderating all of this took a significant amount of time and posed an ongoing risk to New Balance’s brand reputation.
What the team really needed was one comprehensive solution that allowed them to:
- Quickly publish content to seven different social media profiles
- Easily eliminate spam and hate from posts and ads
- Collaborate smoothly with multiple profiles at the same time
As it turns out, NapoleonCat checked all these boxes – and some more, like offering competitive analytics for social media.
The solution: publishing, moderation and automation under one roof
As Kamil Policht, E-commerce Marketing Specialist at New Balance, explains, what convinced him to choose NapoleonCat was the ‘umbrella’ approach: everything they needed and more on one platform.
With NapoleonCat the team can:
- Schedule and publish content across multiple social media profiles – much faster and easier than with previously used tools
- Moderate comments under both organic posts and ads using the social inbox, where they can also tag and categorize tickets
- Use automatic moderation to instantly hide spam and inappropriate content
- Trust the AI assistant to automatically detect spam and hate speech so they’re handled quickly in the background, without anyone lifting a finger.
Each team member has individual access to the platform, making team management and onboarding new employees or external partners quick and hassle-free. Everyone’s actions are also visible in the dashboard, so you can easily track progress, identify issues, and stay on top of customer communications.
New Balance also found that analytics, reporting and competitive analysis features were very helpful in adapting their efforts and increasing brand reach and presence in different markets. The team also now has better tools to monitor other brands on social media and keep up with the competition.
Yet, as Kamil Policht admits, they are just the tip of the iceberg of what NapoleonCat can do.
The results: Moderation alone saves up to a third of a full-time job
With NapoleonCat, content publishing and comment moderation are organized, fast, and predictable across all accounts and markets. Instead of spending hours combating spam and hate speech, the team can focus on building brand awareness and running effective social media campaigns.
And while saving time is a big win, the biggest benefit is peace of mind. New Balance’s brand reputation remains protected and the team no longer has to exhaust itself with work that can be easily – and reliably – automated.
“NapoleonCat saves up to a third of a full-time job. That’s time we would otherwise spend manually moderating thousands of comments per month using the Meta Business Suite, profile by profile and comment by comment. Time we can now use for growth.
NapoleonCat is the best tool of its kind on the market and is still constantly evolving and improving by introducing new features. I was one of the first customers to test their AI features, and I’m really looking forward to what’s to come, especially in the AI department.”
Kamil Policht
Ecommerce Marketing Specialist, New Balance
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