Far from letting the conversation dissipate and the video falls into oblivion, Astronomer, Data management solutions, has decided to use the viral appearance of its CEO and its Human Resources responsible at a Coldplay concert. A situation that was considered a massive scandal is becoming an opportunity for strategic communication.

The love adventure between Andy Byron, CEO of Astronomer, and Kristin Cabot, head of the Human Resources Department (both married) was exhibited a few days ago through the “Kiss Cam” during a Coldplay concert in Massachusetts. The video of the moment has gone around the world and has led to, among other things, in the resignation of both of their respective positions in the company.

With the attention of thousands of people globally, Astronomer has taken advantage of the moment to Highlight your product and services offer and reinforce your values. “While the knowledge of our company may have changed overnight, our product and our work for our customers have not done so. We continue doing what we know best: to help our clients with their data problems and artificial intelligence“The company explained after the video starring its managers went viral.

While the crisis is not directly related to the company’s activity, but to the personal level of its managers, Astronomer wanted to go further and take advantage of the situation to boost a Repositioning For this he has resorted to the actress Gwyneth Paltrow, That is the former vocalist of Coldplay, Chris Martin. In a video devised by MAXIMUM EFFORT, Agency that is owned by actor Ryan Reynolds, the actress points out to have been hired “Very temporarily” to answer the most frequent questions arising in recent days.

However, with humor and careless, Paltrow ends up focusing his answers on the products and services offered by Astronomer. Thus, it highlights its integrated solution for data management and artificial intelligence, and also points out that there are still places for an event that the company will celebrate next September.
“We are greatly pleased that many have discovered a new interest in data orchestration”, It is the phrase that has accompanied the publication of the video.

Pete De-Joy, Astronomer’s interim CEO, has published a message that thanks the team’s work. “I have always believed that the character shines more in difficult times. Last week, Astronomer’s team demonstrated it in full color“, he stated.”As Gwyneth Paltow says, now it is time for us to return to what we best know how to do: offer revolutionary results for our clients”

Astronomer’s communication lessons

Astronomer’s movement has been interpreted by the marketing, communication and advertising sector as a Notable public relations exerciseespecially for its rapid response, its use of humor and celebrities and for its intelligent and strategic approach.

Many see in the video a brilliant play of Corporate communication. “In the midst of a public crisis, the company did not hide, it did not try to control the narrative in a traditional way. He did something better: he redirected her with emotional intelligence, controlled humor and narrative focused. And the most powerful: he explained nothing, but said everything”, Said branding specialist Ana Romero Maldonado, through LinkedIn.”Gwyneth Paltrow explains what Astronomer does, with sarcasm, clarity and elegance. He does it in a relaxed tone, with precise script, and ends up inviting the next event. In a few seconds, the focus changes: we no longer talk about the CEO. We talk about her. Of the company. Of its people. Of your product”

Professionals applaud Astronomer’s initiative and highlight that they leave several lessons for brands when addressing possible reputation crises. The main one is the Redirection of focus and the conversation of the scandal to the company’s value proposal, without denying what happened. Also the use of humor to connect emotionally with users.

The humanization exercise of the organization is also valued, but without falling into victimization; either the intelligent use of culture, subtext and implicit, as is the fact of resorting to the figure of Gwyneth Paltrow, or the references and allusions to the event that has detonated the communication.

Among the lessons, Astronomer’s courage is also Build Storytelling and brand narrative. The company has managed to convert the conflict into a story to promote a reposition and try to reorient its perception.
In what is a moment of enormous complexity, many professionals also value that the company has focused on the team work.

But Astronomer’s communication has also collected contrary opinions that they really consider Does not contribute the answers To what happened, something that many consumers are looking for.
“The idea of the video is very original, and probably effective in order to divert attention and try to speak of something else. But it does not give answers. It does not build authenticity, nor repair the damaged reputation”, Said Higinio Martínez Gracia, general director of Omnicom PR Group Spain.

In his opinion, communication does not answer questions that can be asked various stakeholders, such as the employees themselves, and considers that the video can be understood as a Frivolization of the facts. Although ingenuity, humor and agility gives the company, understands that they are not enough to build a brand in a credible and solid way, which Astronomer fails to transfer sincerity and authenticity.
“The only incontestable thing is that this public exposition is worth millions in advertising value. It is a lawful option“, he states.

To the various opinions are also added to those of those who, initially or still now, have believed that the video had been generated by artificial intelligence.
This is due, in part, to another of the aspects criticized by some professionals, which is the fact that it is clearly perceived that Gwyneth Paltrow is reading a text on a telepronter.

The management of the situation, however, opens a space for reflection, not only about the management of possible reputation crises and the importance of corporate communication for the generation of opportunities, but also on the impact of managers on the trajectory of an organization.