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