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Case StudyFLIGHT: 2 WEEKS
Recap Agenda
Executive Summary03
Campaign Overview04
Conversational Learnings05-08
Campaign Delivery09
Engagement Analysis (Native Posts)10
Engagement Analysis (Optimized Paid Media)11
Research & Analytics 14-19
Content Highlights20-24
12 Press Clippings
13 SXSW Panel Discussion
Capabilities Overview25
Executive Summary
Through influencer partnerships powered by IBM
Watson, Mazda created an emotional connection
between the brand and their target audience, by
capturing content at SXSW that elevated the
brand into a premium space.
Campaign Results
!Influencers drove over 91,000 brand engagements, with one third of the consumers expressing open advocacy.
! Mazda brand mentions were over 3x higher, compared to last year’s SXSW activation
Engagement (likes & comments) increased by 15xwhen Optimized Paid Media was activated to target in-demo consumers.
!
The overall campaign engagement rate was 4x above the platform baseline.* !
* Platform benchmarks are based on Influential’s network engagement rates, combined for both static and video content types. Our influencers rank within the top 1%, in terms of engagement
Campaign Overview
Bri Emery776K FOLLOWERS
Dan Hogman100K FOLLOWERS
Luke Ditella128K FOLLOWERS
Sam Ciurdar169K FOLLOWERS
2 WeeksFlight Length
Adults 25-44Demographic
Platforms
CHALLENGE
CURIOSITY
SELF-ENHANCEMENT
PRACTICALITY
STRUCTURE
OPENNESS TO CHANGE
SELF- EXPRESSION GEO-TARGETING
US-ONLY
OPTIMIZEDPAID MEDIA
ACTIVATED
Conversational Learnings
*Based on comparison to the previous number of days equal to the campaign flight.
Users mentioned the brand through open advocacy: excitement, love, enjoyment, and sharing intent. This audience publicly supports Mazda.
Users engaged in conversation about the brand/campaign, but without expressing an emotion or opinion. Sentiment Analysis
Top Categories of Conversation
EXCITEMENTLOVEINTERESTPOSITIVE
APPEARANCE
TOTAL CAMPAIGN ENGAGEMENTS
Trending Concepts
Complimentary Rides In Austin
Mazda Craftsmen Breathe Life Into A Design
The Power To Move Us
Trending Positive KeywordsEase
Favorite
Enjoying
Pleasure
Innovative Design
Impressed
Inspires
2,378
1,427UNIQUE AUTHORS
MENTIONS
733 Mentions Last Year at SXSW
Expanded Conversational Learnings
PARTICIPATORY ADVOCACYNEGATIVE
!Mentions of these words were initially coded negative by artificial intelligence – however, these terms were recoded using machine learning by our platform after deeper analysis of the tweets.
FREQ
UEN
CY
Influencer Media
224
1929
215
227
2915 9 12
Texas New York California Massachusetts Florida
ParticipatoryAdvocacy
Expanded Conversational LearningsGeographic Analysis
AREAS OF PEAK VOLUME
Areas where user conversation was most positive and had the most mentions.
DOWNTOWN
CONVENTION
SXSW
0
20
40
60
80
100
120
Expanded Conversational LearningsHistorical Analysis
Sample UGC• User conversations began their uptick on March 15th and peaked on March 18th
• UGC focused predominately on photos and interactions with Mazda vehicles
• Users also participated in Mazda’s on-the-ground scavenger hunt
March 13 March 14 March 15 March 16 March 17 March 18 March 19
108 MENTIONS
4452
46
Campaign Delivery
4,216,131IN-DEMO IMPRESSIONS
3,736,397IN-DEMO IMPRESSIONS
1,931,095IN-DEMO IMPRESSIONS
164,000VIEWS
Engagement AnalysisNative Posts
0.003%ENGAGEMENT RATE BENCHMARK*
0.40%ENGAGEMENT RATE BENCHMARK*
0.73%AVERAGE ENGAGEMENT RATE
0.02%AVERAGE ENGAGEMENT RATE
1.8xPLATFORM
BENCHMARK
6.7xPLATFORM
BENCHMARK
TWEETS
ENGAGEMENTS
* Platform benchmarks are based on Influential’s network engagement rates, combined for both static and video content types
INSTAGRAM POSTS
ENGAGEMENTS
INSTAGRAM STORIES
VIEWS
Amazing car test drove it during car show I loved it
New meaning the newest model? I have a 2016.5. What I wanna know is if the new one will get the 2.5L turbo
motor…. If so I may have to get one…
Nice interior
Hey @freezen1 .. zoom zoom! Great car!!! :)
New job means a newer car @alisoneowyn
Comments
Engagement AnalysisOptimized Paid Media
0.40%ENGAGEMENT RATE BENCHMARK*
1.77%AVERAGE ENGAGEMENT RATE
4.4xPLATFORM
BENCHMARK
ENGAGEMENTS
* Platform benchmarks are based on Influential’s network engagement rates, combined for both static and video content types
Press Clippings
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/michellegreenwald/2016/09/20/way-beyond-jeopardy-5-marketing-uses-of-ibm-watson/&refURL=&referrer=#334e1ed3aa7ahttp://www.huffingtonpost.com/richard-lorenzen/influential-leads-social-_b_8696326.htmlhttp://www.ibm.com/watson/
SXSW Panel Discussion
RESEARCH & ANALYTICS
Search Analysis
*Numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term, whereas a value of 50 means the term is half as popular. Numbers are provided through Google Trends.
Campaign Flight (03/13/17 – 03/27/17)Prior Period (02/26/17 – 03/12/17)
U.S. SEARCH VOLUME FOR “MAZDA CX5”
Search interest for “Mazda CX5” in the United States increased by 1.3x during the campaign flight versus the previous period.
0
20
40
60
80
100
120
3/13/17 3/14/17 3/15/17 3/16/17 3/17/17 3/18/17 3/19/17 3/20/17 3/21/17 3/22/17 3/23/17 3/24/17 3/25/17 3/26/17 3/27/17
Optimized Paid Media AnalysisAD Recall Lift Rate*
Luke Ditella | Trunk
Sam Clurdar | Interior
Sam Clurdar | Exterior
Luke Ditella | Exterior
6%DIGITAL MEDIA ADRECALL BENCHMARK**
8.7%INFLUENTIAL ADRECALL BENCHMARK
INSTAGRAM OPTIMIZED PAID MEDIA POSTS
*Adrecallliftraterepresentsaplatform-estimatedratioofuserswhocanrecalltheadunittothosewhocannot(whenaskedtwodaysafterwards).**NielsenReport2015("BeyondClicksandImpressions")
5,225,924
11,437,305
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
3/13/17 3/14/17 3/15/17 3/16/17 3/17/17 3/18/17 3/19/17 3/20/17 3/21/17 3/22/17 3/23/17 3/24/17 3/25/17 3/26/17 3/27/17
Campaign PerformanceInfluencer and #hashtag Engagement Tracking and Analysis
2.6TWEETS PER PUBLISHER
130KIMPRESSIONS PER TWEET
13.1TWEETS PER DAY
1.7MMIMPRESSIONS PER DAY
Daily Impressions Daily Tweets
FLIGHT: 2 WEEKS
- -
8
39
18
66
40
3 - 1 2 2
3 3
11
3/13/17 3/14/17 3/15/17 3/16/17 3/17/17 3/18/17 3/19/17 3/20/17 3/21/17 3/22/17 3/23/17 3/24/17 3/25/17 3/26/17 3/27/17
#MazdaSXSW, #MazdaExpress, and #MazdaCX5
508,754
702,556
772,851
Sam Ciurdar
Dan Hogman
Bri Emery
91 111 107
180 178
209
75 80
57 60 64
95 82
56 67
1,345,679
2,295,271
526,464 372,186
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Campaign PerformanceInfluencer and #hashtag Engagement Tracking and Analysis
100AVERAGE POSTS PER DAY
6000IMPRESSIONS PER POST
592KIMPRESSIONS PER DAY
Daily Impressions Daily Posts Top Campaign InfluencersBY IMPRESSIONS
#MazdaSXSW, #MazdaExpress, and #MazdaCX5 FLIGHT: 2 WEEKS
Audience Learnings
Fashion Retail Publications
Trending Hashtags
#diy
#style
#inspiration
Top Categories of Interest
EXCITEMENTADMIRATIONINTEREST
CONTENT HIGHLIGHTS
Optimized Paid Media PostsInstagram
SAM CIURDAR SAM CIURDAR LUKE DITELLA LUKE DITELLA
StoriesInstagram
LUKE DITELLA BRI EMERY SAM CIURDAR DAN HOGMAN
Top Performing PostsInstagram (Native)
LUKE DITELLA SAM CIURDAR BRI EMERY
Top Performing PostsTwitter
DAN HOGMAN DAN HOGMAN DAN HOGMAN
Capabilities Overview
In-depth personality trait analysis, longitudinal semantic studies, and unparalleled influencer voice matching.
AUDIENCE INSIGHTS In-depth audience analysis (demography, affinities, ethnicities, HHI, and geography).
#HASHTAG & KEYWORD TRACKING Influencer & #hashtag impressions and engagement tracking and analysis.
INFLUENCER ANALYTICS Creator engagement tracking, premier talent surfacing, and audience/proxy affinities data.
REAL VIDEO TRACKING Content views and engagement tracking, mid-flight optimization, and historical comparative reporting.
SENTIMENT ANALYSIS & TRACKING Sentiment analysis of mentions, comments, and #hashtags; longitudinal sentiment studies; intent detection and analysis.
SEMANTIC ANALYSIS
Additional Data Applications
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