4 Steps to Drive Your Brand Extension with Social Media

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Follow these four steps to evaluate your brand's potential to expand into new products and product categories, and measure your brand extension's success with social media opinion.

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4 Steps to Drive Your Brand Extension with Social Media

  1. 1. WHY SOCIAL MEDIA MAY HOLD THE KEY TO YOUR NEXT SUCCESSFUL BRAND EXTENSION PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  2. 2. CASE STUDY: BRAND EXTENSIONS PARENT BRANDS: BUSINESS QUESTIONS: METHOD: Vick’s NyQuil; Dr. Pepper How can we use social media analytics to evaluate how the market receives our new brand extension? Use the Crimson Hexagon ForSight™ platform to analyze consumer sentiment toward both the parent brand and new brand extension to gauge the success or failure of the brand’s transition into a new product category. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  3. 3. BRAND MANAGEMENT NYQUIL PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  4. 4. STEP 1: ESTABLISH BASELINE WHAT ARE THE CURRENT THEMES OF DISCUSSION SURROUNDING MY BRAND? PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  5. 5. NYQUIL: PARENT BRAND NyQuil: Brand Baseline (1/1/12 – 1/1/13)  1,827,661 Relevant Posts A B C FINDINGS: A. 53% of NyQuil conversation represents product engagement • 16% cite using Nyquil to treat cold symptoms B. Notably, more consumers actually discuss taking NyQuil as a sleep aid (28%) C. Criticism of the product stems from ineffectiveness and the groggy feeling, or “NyQuil Hangover” (20%) PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  6. 6. NYQUIL: PARENT BRAND NyQuil: Brand Baseline (1/1/12 – 1/1/13)  1,827,661 Relevant Posts A B C FINDINGS: A. 53% of NyQuil conversation represents product engagement • “Im gonna take some nyquil later 16% citeto get some sleep” on using Nyquil to treat cold symptoms -@FullCourtPUMPS B. Notably, more consumers actually discuss taking NyQuil as a sleep aid (28%) “I still have a lingering NyQuil C. Criticism of the from this morning. from hangover product stems I ineffectiveness and the a nap.” think it’s time for groggy -@alyssambell feeling, or “NyQuil Hangover” (20%) PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  7. 7. NYQUIL: PARENT BRAND NyQuil: Brand Baseline (1/1/12 – 1/1/13)  1,827,661 Relevant Posts A A FINDINGS: A. Consumer discussion of NyQuil peaks during the cold and flu season • There is substantially lower discussion volume reflecting product use during summer months PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  8. 8. STEP 2: ASSESS USE CASES IS THERE AN OPPORTUNITY TO EXTEND BRAND ASSOCIATIONS FROM MY PARENT BRAND? PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  9. 9. STEP 3: EVALUATE EXTENSION HOW HAVE CONSUMERS RECEIVED MY NEW PRODUCT IN MARKET? PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  10. 10. ZZZQUIL: BRAND EXTENSION ZzzQuil: Brand Extension (6/1/12 – 5/9/13)  175,751 Relevant Posts A B B C FINDINGS: A. Largest driver of conversation (38%) represents early adopters using ZzzQuil for its intended purpose B. 32% express purchase intent • Another 18% of satisfied customers now recommend the product to others online C. Only 3% criticize the product’s taste and effectiveness PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  11. 11. ZZZQUIL: BRAND EXTENSION ZzzQuil: Brand Extension (6/1/12 – 5/9/13)  175,751 Relevant Posts A B B C FINDINGS: A. Largest driver of conversation (38%) represents early adopters using “#Zzzquil one of the greatest ZzzQuilcreations… #ever #wantthat” for its intended purpose -@iWiIII_B B. 32% express purchase intent • Another 18% of satisfied customers now recommend the product to others onlinego to the store and “@JpOlival2 C. Only 3% look for ZzzQuil, its NyQuil taste criticize the product’s without the cold medicine. It’ll be and effectivenesssectiion though.” in the same -@StefaBro PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  12. 12. ZZZQUIL: BRAND EXTENSION ZzzQuil: Brand Extension (6/1/12 – 5/9/13)  175,751 Relevant Posts A B FINDINGS: A. Following the product’s release, consumer interest surpassed 90% of the conversation B. In later months, commentary shifts to the desired uses of ZzzQuil, marking a successful transition into the new category C. Note: there is no expressed confusion about intended usage and the relationship to parent NyQuil PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  13. 13. STEP 4: POST-LAUNCH AUDIT HOW HAS THE BRAND EXTENSION IMPACTED MY PARENT BRAND IMAGE? ARE THERE ANY SIGNS OF DILUTION? PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  14. 14. BRAND MANAGEMENT DR. PEPPER PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  15. 15. STEP 1: ESTABLISH BASELINE WHAT ARE THE CURRENT THEMES OF DISCUSSION SURROUNDING MY BRAND? PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  16. 16. DR. PEPPER: PARENT BRAND Dr. Pepper: Brand Baseline (1/1/12 – 1/1/13)  1,510,200 Relevant Posts A FINDINGS: A. 59% of Dr. Pepper conversation represents product engagement • B C D 27% of consumers display affinity and praise the soda’s flavor B. 11% express purchase intent C. 3% comment on pairing Dr. Pepper with various BBQ food and chips D. Many who discuss Dr. Pepper reflect on recent messaging, such as the “I’m A Pepper” campaign (27%) PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  17. 17. DR. PEPPER: PARENT BRAND Dr. Pepper: Brand Baseline (1/1/12 – 1/1/13)  1,510,200 Relevant Posts A FINDINGS: A. 59% of Dr. Pepper conversation “I don't even drink pop but I'm represents product engagement • B C D craving dr pepper” 27% of consumers display affinity -@desspatton and praise the soda’s flavor B. 11% express purchase intent C. 3% comment on pairing Dr. Pepper “No matter how healthy my diet… with various BBQ food and chips I’ll always have a soft spot for Dr. D. Many who discuss Dr. Pepper reflect Pepper and Middleswarth BBQ chips” on recent messaging, such as the -@JohnTheElephant “I’m A Pepper” campaign (27%) PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  18. 18. STEP 2: ASSESS USE CASES IS THERE AN OPPORTUNITY TO EXTEND BRAND ASSOCIATIONS FROM MY PARENT BRAND? PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  19. 19. STEP 3: EVALUATE EXTENSION HOW HAVE CONSUMERS RECEIVED MY NEW PRODUCT IN MARKET? PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  20. 20. DR. PEPPER BBQ: BRAND EXTENSION Dr. Pepper BBQ / Marinade: Brand Extension (6/1/12 – 5/9/13)  1,750 Relevant Posts A B A FINDINGS: A. Dr. Pepper’s new BBQ sauce received more polarizing commentary from consumers • While 14% of consumers are interested in trying the product, another 16% criticize the concept and taste B. Interestingly, nearly 30% ask questions about the product or express skepticism PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  21. 21. DR. PEPPER BBQ: BRAND EXTENSION Dr. Pepper BBQ / Marinade: Brand Extension (6/1/12 – 5/9/13)  1,750 Relevant Posts A B A FINDINGS: A. Dr. Pepper’s new BBQ sauce “This weekend I found even more received morethat God loves us aka proof today polarizing commentary from consumers @drpepper infused bbq sauce.” • -@MisterOwes While 14% of consumers are interested in trying the product, another 16% criticize the concept and taste B. Interestingly, nearly 30% ask “Uh, they have Dr. Pepper BBQ Sauce, or questions about the productwhat has this world express skepticism come to?” -@LeaveswillHarm PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  22. 22. DR. PEPPER BBQ: BRAND EXTENSION Dr. Pepper BBQ / Marinade: Brand Extension (6/1/12 – 5/9/13)  1,750 Relevant Posts B A C FINDINGS: A. With this same approach, we can also track how each category of conversation changes over time B. In early months, product mentions and news-sharing dominate chatter C. Later, consumer discussion evolves into wanting vs. non-interest • Skepticism and purchase intent both maintain >30% discussion share, while product criticism spikes PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  23. 23. STEP 4: POST-LAUNCH AUDIT HOW HAS THE BRAND EXTENSION IMPACTED MY PARENT BRAND IMAGE? ARE THERE ANY SIGNS OF DILUTION? PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  24. 24. BRAND EXTENSIONS: KEY TAKEAWAYS • Brand managers have the ability to analyze the context of online consumer opinion within individual product categories • Perform historical analysis of social media to establish relevant benchmarks • Discover how exactly consumers interact with your products in their daily lives • Determine if new product introductions cause consumer confusion or dilute the image of your brand • Evaluate the effect of new ad campaigns and messaging on consumer product use and brand perception • Track the activity of your top competitors and establish your own social KPIs PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  25. 25. BRAND EXTENSIONS: KEY TAKEAWAYS • NyQuil to ZzzQuil exemplifies both a very logical and successful brand extension • • • With the parent’s major appeal as a favored sleep aide, we see huge potential with the extendibility of Vicks NyQuil brand into the new product category Current discussions signal that intended brand associations are retained by consumers Dr. Pepper’s new BBQ marinade drew more polarizing reactions by consumers • BBQ-related discussion of Dr. Pepper represents a much smaller proportion of product use cases • Through social media analysis, however, we find the product appears to strongly appeal to the niche market of consumers who favor that food and beverage pairing PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  26. 26. CRIMSON HEXAGON Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, and many more. For more information go to: http://www.crimsonhexagon.com. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  27. 27. Learn More About Crimson Hexagon’s ForSight ™ Platform Click Here for An Introduction To PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.

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