Case study
Historic Royal Palaces
Arwen improved customer experience by easing a small social media team's workload, monitoring over 36,000 comments across 13 profiles in total.
36,316
total comments monitored
2,660
harmful comments moderated
13
profiles protected
Overview
How AI moderation tackles hate speech and spam at scale.
Historic Royal Palaces (HRP) is an independent charity that manages iconic landmarks such as the Tower of London and Hampton Court Palace. As a prominent cultural organisation, HRP maintains a strong social media presence to engage a global audience, promote events, and drive visitation. However, as their online presence grew, they faced increasing challenges in managing comment volumes across both paid and organic posts.
Paid Facebook ads posed a particularly severe challenge, as images of diverse families attracted harmful comments, including hate speech and divisive political opinions. With engagement spiking during holidays and weekends, HRP's small social media team struggled to manually moderate thousands of incoming comments, often falling behind and risking reputational damage. Existing tools were insufficient in accurately detecting harmful content, and the leftover toxic comments prevented their community from being a positive and inclusive space.
HRP recognised the need for an efficient, scalable moderation solution to protect their community. To address these challenges, HRP partnered with Arwen to automate comment moderation and safeguard their social media channels.
HRP's small social media team faced significant challenges in reviewing and moderating an overwhelming amount of comments due to their growing social media presence, particularly during weekends and holidays. Paid Facebook ads proved especially problematic, attracting up to 30 harmful comments per ad, including hate speech and divisive political content that could damage HRP's reputation and discourage audiences from engaging with ad campaigns or visiting their sites.
Manual moderation and inadequate tools made it difficult to differentiate between harmful and appropriate engagement. HRP's workflow left little room for proactive audience interaction, as valuable time was spent removing spam and toxic content. Senior leadership grew concerned about the reputational risks posed by visible hate speech and spam on ads, particularly campaigns featuring diverse families or heritage-related topics.
Resource constraints further exacerbated these issues. The social media team manages 13 profiles across multiple platforms, and seasonal peaks during holidays created additional pressure. Weekend coverage relied on PR teams, who lacked the bandwidth for detailed moderation, leaving HRP struggling to maintain a positive and welcoming online presence.
Arwen created a safer and more engaging space for HRP's global audience, enhancing user experience and protecting their brand reputation. By automating moderation, HRP could confidently run campaigns without fear of harmful content discouraging potential visitors or derailing conversations.
Keeping our social media platforms a safe space where positive conversation can thrive is of the utmost importance to us at Historic Royal Palaces. However, as social media becomes an ever more divisive space, moderation is a growing challenge. Adopting Arwen AI has been game changing for our moderation team, not only helping with resourcing but also giving us the confidence that unwanted and hateful comments are hidden in real time. This has enabled us to give more time to fostering positive and engaging conversation, and sharing the content our audiences love.
See how Arwen helps teams protect performance, spot opportunity, and act in real time, without adding complexity.