Assessing Black Friday Advertising Campaigns

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Measure year-to-year success of Black Friday advertising campaigns on social media with Crimson Hexagon's ForSight platform. This case study of Target's ads appraises the success of the 2011 compared to the 2012 campaign in generating social conversation and consumer engagement.

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Assessing Black Friday Advertising Campaigns

  1. 1. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. COMPANY & TECHNOLOGY OVERVIEW AGENCIES
  2. 2. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. CASE STUDY: ADVERTISING EFFECTIVENESS BUSINESS QUESTION: Did our new creative agency’s holiday campaign generate more brand affinity than last year’s campaign? METHOD: Develop a framework for measuring advertising effectiveness by analyzing the online conversations surrounding Target’s major Black Friday ad campaigns in 2011 and 2012: RETAILER: Target 1 AD APPRAISAL: WIEDEN + KENNEDY AD APPRAISAL: 72ANDSUNNY 2
  3. 3. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. AD APPRAISAL: TARGET HOLIDAY 2011
  4. 4. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. Target:“ChristmasChamp”(CrazyTargetLady)Campaign Agency:Wieden+Kennedy Description:SeriesofTVspotspromotingBlackFridaysale,which featuredMariaBamfordasafanaticalshopper CreativeTactic:Brandpersonification Volume:29,513RelevantPosts FINDINGS: A. Reactions were very positive, driven by praise of Maria Bamford’s zany character (33%) B. In addition, the ads’ appeal to humor strongly resonated with consumers (26%) C. Though 21% of conversation disapproved of character choice, this sentiment did not lead to a desire to disengage from Target AD APPRAISAL: TARGET HOLIDAY 2011 Target’sNov. 2011same-storesalesrose by 1.8% A B C
  5. 5. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. AD APPRAISAL: TARGET HOLIDAY 2012
  6. 6. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. Target:“DealsDuet”Campaign Agency:72andSunny Description:SeriesofTVspotspromotingBlackFridaysale,which featuredaquirkysinging-and-savingduo CreativeTactic:Brandpersonification Volume:12,652RelevantPosts FINDINGS: A. Reactions to “Duels Duet” were fewer in numberand considerably more unfavorable; campaign achieved only 36% acclaim among consumers B. New campaign also failed to elicit strong, positive emotional response; specifically, responses resulting from the ads’ appeal to humor C. Compared to 33% for the “Crazy Target Lady”, only 4% praised new characters in the ads AD APPRAISAL: TARGET HOLIDAY 2012 A B C
  7. 7. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. AD APPRAISAL: TARGET HOLIDAY 2012 Target’sNov. 2012same-storesalesfellby 1% A C B FINDINGS: A. Negative conversation was underscored by loud, unfavorable emotional response to ads (14%) B. In weeks leading up to Black Friday, consumers clamored for the return of the “Crazy Target Lady,” peaking to 51% on Nov. 13 C. This caused a revolt: on Nov. 22, 24% of the conversation expressed a desire to disengage from Target—one day before Black Friday
  8. 8. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. • Deep understanding of how consumers reacted to a brand’s past holiday campaigns can be a powerful tool for winning new client business • Target split from its long-time agency, Wieden + Kennedy, retiring the “Crazy Target Lady” in favor of a new creative strategy • Wieden + Kennedy’s 2011 “Christmas Champ” drew significant praise (72%),and did not produce a desire to disengage with Target • Incomparison,72andSunny’s “Deals Duet”in2012didnot inspireconsumerstoidentifywiththe ads’ characterchoice,nordidittriggera strong, positiveemotionalresponse • Asa result,consumersbecameless engaged withadvertising, activelyreminiscingaboutthe previous campaignaroundBlackFriday;manyeven expressed adesiretodisengagefromTarget (24%) AD APPRAISAL: KEY TAKEAWAYS
  9. 9. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. AGENCIES HAVE A POWERFUL WAY TO DEMONSTRATE TO NEW CLIENTS THAT CAMPAIGNS RESONATE WITH CONSUMERS: IT’S EASI.
  10. 10. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. SOCIAL INTELLIGENCE VALUE MODELS
  11. 11. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. 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, Ogilvy, Paramount Pictures, Edelman, Starbucks, Simon & Schuster, MRM Worldwide, Twitter, and many more. For more information go to: http://www.crimsonhexagon.com. CRIMSON HEXAGON
  12. 12. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED. Learn More About Crimson Hexagon’s ForSight ™ Platform Click Here for An Introduction To

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