When an online petition from Greenpeace demanded Jewson to remove what they believed to be an unethically sourced product from their shelves, Jewson wanted to know if and when to act.

While they investigated the matter, we used Whisper to understand the extent of the negative press and assess how the conversation was spreading.

Our analysis showed that the Greenpeace community wasn’t interacting with Jewson customers on Twitter – and a press release in response to the petition would only have drawn their attention to it.

So by not commenting on the issue, Jewson were able to react in a way that avoided any damage to their sales or brand.