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Coca-Cola's America Is Beautiful | Touchstorm Video Scoreboard

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Coca-Cola's America Is Beautiful | Touchstorm Video Scoreboard

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Since the Coca-Cola America Is Beautiful ad ran during the Super Bowl, it ignited a media and consumer firestorm. And it’s been fascinating to watch the ad unfold behind the scenes on YouTube, which is what our Video Scoreboard reveals.

Since the Coca-Cola America Is Beautiful ad ran during the Super Bowl, it ignited a media and consumer firestorm. And it’s been fascinating to watch the ad unfold behind the scenes on YouTube, which is what our Video Scoreboard reveals.

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Coca-Cola's America Is Beautiful | Touchstorm Video Scoreboard

  1. 1. Touchstorm Video Scoreboard The data behind the Coca-Cola #AmericaIsBeautiful controversy Video Index Go  to  the  Video  Scoreboard  
  2. 2. What is the Touchstorm Video Scoreboard? The  Touchstorm  Video  Scoreboard  for  Super  Bowl  Ads  analyzes  the  performance  of  video   content  on  adver<sers'  YouTube  channels  related  to  the  2014  ad  campaigns  to  determine   which  adver<sers  are  building  real  rela<onships  with  consumers  on  YouTube.   Video Index Go  to  the  Video  Scoreboard   2
  3. 3. Overall Ranking Progression The Top 10 Super Bowl campaigns on YouTube have been calculated daily using a weighted average of four metrics: Total Views, Subscriber Conversion Growth, Likeability and Velocity. As of Thursday Feb. 6 Coca-Cola’s #AmericaIsBeautiful commercial has been #1 for two consecutive days. Achieves  #1  Ranking   Controversy  Explodes   Date  Posted   Video Index 1 We omitted restaurants and retailers who sell services, like spas. Go  to  the  Video  Scoreboard   3
  4. 4. Day Over Day View Growth on YouTube Coca-­‐Cola  has  more  views  than  any  other   adver=ser  that  did  not  post  content  to   YouTube  prior  to  the  Super  Bowl.   Video Index Go  to  the  Video  Scoreboard   4
  5. 5. Likeability Ranking •  Touchstorm's  Likeability  Ranking  is  a  measure  of  posi=ve  engagement  with  YouTube   viewers.     •  The  metric  is  calculated  by  dividing  Total  Likes  by  Total  Views.  The  average  Likeability   for  all  campaigns  is  set  to  100  and  all  campaigns  are  compared  to  this  average.     •  The  #AmericaIsBeau=ful  campaign  has  generated  over  50,000  Likes  in  5  days  or  one   Like  per  every  200  video  views,  placing  it  in  the  top  3  campaigns  in  terms  of  posi=ve   engagement  with  users.   •  The  Coca-­‐Cola  |  #AmericaIsBeau=ful  campaign  has  been  able  to  generate  more  Likes   per  View  than  any  other  campaign,  except  Geico  and  MicrosoT,  indica=ng  that  viewers   have  been  extremely  mo=vated  to  click  Like  and  show  how  much  they  enjoyed  the   content.   Video Index Go  to  the  Video  Scoreboard   5
  6. 6. Subscriber Conversion Subscriber  Growth  proves  that  Super  Bowl  ad  and  video   campaigns  can  result  in  deeper  consumer  rela=onships  with   brands.     Our  Subscriber  Conversion  metric  is  calculated  as  follows:       •  First,  it  determines  a  baseline  daily  subscriber  growth  rate.   We  watched  adver=sers’  channels  for  weeks  in  advance  of   the  Super  Bowl  to  see,  on  average,  how  many  subscribers   per  day  they  were  adding  to  their  channels.     •  Each  day  post-­‐Super  Bowl,  we  compared  their  channels’   Subscriber  Growth  metric  to  their  baseline  to  formulate  the   final  number.       •  For  instance,  if  Baseline  Growth  =  1%  and  2/2/2014  Growth   =  5%  then  the  Subscriber  Conversion  metric  =  500%   Coca-­‐Cola  has  seen  strong  Subscriber  Growth  as  a  result  of   their  campaign  peaking  Wednesday  2/5/2014  at  over  1100%.   Video Index Go  to  the  Video  Scoreboard   6

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