PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.COMPANY & TECHNOLOGY OVERVIEWCONSUMER PACKAGED...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.ANALYTICS THAT INFORM & EMPOWERActivity-basedm...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.CPG FIRM: Procter & Gamble; Old SpiceBUSINESSQ...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.OLD SPICE: THE GAME
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.OLD SPICE: RESULTSFINDINGS:• Largest driver of...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.OLD SPICE: RESULTSFINDINGS:• Gameplay accounts...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.OLD SPICE: RESULTSEngagingwiththeVideoGameThem...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.OLD SPICE: RESULTSFINDINGS:• Brand discussion ...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.OLD SPICE: RESULTSFINDINGS:• Brand discussion ...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.• Consumer engagement with Old Spice’s “Save t...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.Crimson Hexagon, founded in 2007, is the leadi...
PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.Learn More About Crimson Hexagon’sBrightView™ ...
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Advertainment Requires Increasingly Intelligent Analytics

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Entertainment + Advertising = Advertainment.

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Advertainment Requires Increasingly Intelligent Analytics

  1. 1. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.COMPANY & TECHNOLOGY OVERVIEWCONSUMER PACKAGED GOODS
  2. 2. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.ANALYTICS THAT INFORM & EMPOWERActivity-basedmetricsare not actionableActionablemetricsmust be linked to a strategic visionLIKES FOLLOWERS SENTIMENT MENTIONSAttributeonline conversations tospecific business activitiesDiscover nuances incustomer pain, praise, andexpectationsIdentifyand explain trends and relationshipsLearnfrom past initiatives and competitor comparisonsAccelerate yourresponses tomarketplace shiftsCapitalize onopportunities before thecompetition
  3. 3. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.CPG FIRM: Procter & Gamble; Old SpiceBUSINESSQUESTIONS: (1) How did consumers react to “Dikembe Mutombo’s 4½ Weeksto Save the World” campaign?(2) What was the impact on the Old Spice brand?METHOD: Develop a framework for evaluating the success of non-traditionaladvertising by analyzing the online conversations surrounding the8-bit video game released by Old Spice in Dec. 2012, in whichusers play the game’s eponymous hero.CASE STUDY: OLD SPICE
  4. 4. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.OLD SPICE: THE GAME
  5. 5. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.OLD SPICE: RESULTSFINDINGS:• Largest driver of Old Spiceconversation is not product-related;rather, nearly half of consumers areengaging with brand campaigns• Positive product experience andsatisfaction (26%) outweigh productcriticism (12%)• Criticism stems from bystanderdispleasure withpungent odor ofOld Spice products worn by othersOldSpice:BrandBaseline(BeforeCampaignRoll-Out)(11/1/12–11/20/12) 4,361Relevant Posts
  6. 6. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.OLD SPICE: RESULTSFINDINGS:• Gameplay accounts for over 50% ofconversation eight days in a rowafter level 3 release on Dec. 3• Peaks to 58% on Dec. 9, one dayprior to level 4 release• Despite lowered engagement,praise of marketing ingenuity growsduring later stages of campaign,peaking to 18% on Dec. 19OldSpice:“SavetheWorld”Campaign(11/20/12–12/22/12) 2,901Relevant Posts1 2345
  7. 7. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.OLD SPICE: RESULTSEngagingwiththeVideoGameThemesofConversation“The new level on DikembeMutombos 4 1/2 Weeks to Savethe World is ridiculously tough. Byfar the toughest one yet.”-@Keeerrrttt1“This may be the singlegreatest thing I have everseen/ done. It def distractedme from my homework#DikembeFTW”-@DanEstrada
  8. 8. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.OLD SPICE: RESULTSFINDINGS:• Brand discussion more thandoubledin volume during life of thecampaign (Nov. 21 - Dec. 21)• Campaign engagement eclipsed95% of conversation about OldSpice after levels 2 and 5 of“Save the World” became availableOldSpice:CampaignImpactonBrand(11/1/12–1/5/13) 16,245Relevant Posts2 5
  9. 9. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.OLD SPICE: RESULTSFINDINGS:• Brand discussion more thandoubledin volume during life of thecampaign (Nov. 21 - Dec. 21)• Campaign engagement eclipsed95% of conversation about OldSpice after levels 2 and 5 of“Save the World” became available• After end of campaign, Old Spiceproduct use discussions grew toover 55% before the New Year, and48% in early JanuaryOldSpice:CampaignImpactonBrand(11/1/12–1/5/13) 16,245Relevant Posts2 5
  10. 10. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.• Consumer engagement with Old Spice’s “Save the World” washighest mid-campaign• Onlineconsumer commentary regarding gameplay accounts for over 50% of conversationeightdaysin a row after level three release on Dec. 3• Afterthreeweeks,however,consumersrevealedsignsoffatigueandreducedinterestingameplay;onthedayofthefinalrelease(Dec.17),proportionofconversationfellto9%• Despite decreased gaming, the Old Spice brand successfully achieved very high consumerengagement and rekindled many new product discussions in late December (55%)OLD SPICE: KEY TAKEAWAYS
  11. 11. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.Crimson Hexagon, founded in 2007, is the leading provider of analysissoftware that delivers business intelligence from social media data for globalcorporations. Powered by patented technology developed at HarvardUniversity’s Institute for Quantitative Social Science, the Crimson HexagonForSight™ platform delivers the industry’s most comprehensive Big Dataanalysis capabilities for a variety of large-scale data sources. Clients includeleading global organizations such as: Microsoft, Paramount Pictures,Starbucks, Simon & Schuster, Twitter, The United Nations, and many more.For more information go to: http://www.crimsonhexagon.com.CRIMSON HEXAGON
  12. 12. PROPRIETARY & CONFIDENTIAL© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.Learn More About Crimson Hexagon’sBrightView™ AlgorithmClick Here for An Introduction ToBrightView ™ Algorithm

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