This tests your ability to distinguish partner-originated crises from brand-originated ones and shows you know how to protect the brand’s interest while acting decisively, which is a senior-level judgment call.
Explain the key difference: for influencer crises, your public goal is separation and clarification, not ownership. Walk through immediate containment, internal alignment with legal/PR, and a final decision matrix of suspension vs. termination, ending with a clear public statement timeline.
Situation
As a Brand Partnerships Coordinator for a consumer goods company, I woke up to a trending thread where a lifestyle influencer we had just onboarded had posted a joking skit many viewers found culturally insensitive. Our brand handle was being tagged in hundreds of outraged comments.
Task
I needed to quickly assess whether the influencer’s content violated our partnership agreement, recommend a course of action to senior management, and manage the public’s expectation that we would address the tie.
Action
First, I immediately paused any upcoming content featuring that influencer and privately messaged them a request to take down the post pending discussion, while looping in our legal and PR teams. I also prepared a holding statement that made clear the influencer’s views did not represent our brand, unlike a brand-made crisis where we would need to take direct ownership. Within two hours, I presented a decision matrix to the department head: either temporary suspension and joint public apology, or immediate termination of the partnership. The team opted for termination, and I then managed the public announcement and coordinated the hide/unpublish of promotional materials across our channels.
Result
The public saw a clear, swift brand statement disassociating us within 4 hours of the viral post. Sentiment flipped from 'your brand supports this' to 'good job acting fast,' and we updated our influencer vetting questionnaire to prevent similar incidents.
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