Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Evaluating ad effectiveness with social media

563 views

Published on

This case study uses social media analytics to evaluate consumer opinion and advertising effectiveness, comparing Macy's holiday ad campaign in 2011 to the ad campaign in 2012.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Evaluating ad effectiveness with social media

  1. 1. CASE STUDY: ADVERTISING EFFECTIVENESS RETAILER: Macy’s BUSINESS QUESTION: How can we craft the most effective holiday campaign? METHOD: Develop a framework for measuring advertising effectiveness by analyzing the online conversations surrounding Macy’s major ad campaigns during the 2011 and 2012 holiday season: 1 2 AD APPRAISAL: AD APPRAISAL: MACY’S HOLIDAY 2011 MACY’S HOLIDAY 2012 PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  2. 2. AD APPRAISAL: MACY’S HOLIDAY 2011 PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  3. 3. AD APPRAISAL: MACY’S HOLIDAY 2011Macy’s: “Screamer” (Justin Bieber) CampaignDescription: Featured Justin Bieber in TV spot promoting Black Friday FINDINGS:sale and JB merchandise to benefit Make-A-Wish Foundation •  Reactions were overwhelmingly positiveCreative Tactic: Align with a trendy personality in social media and pop (95%), driven by emotional appeal;culture; parodic tone specifically an appeal to humorVolume: 18,387 Relevant Posts •  In addition, praise of Justin Bieber’s! character choice was second largest driver of sentiment (25%) •  Missed Opportunity •  Macy’s dedicated six (6) seconds to promote JB gift set and Make-A-Wish; there was no measurable conversation about this offer Macy’s Nov. 2011 same-store sales rose by 4.8% PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  4. 4. AD APPRAISAL: MACY’S HOLIDAY 2012 PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  5. 5. AD APPRAISAL: MACY’S HOLIDAY 2012Macy’s: “What’s in Store” CampaignDescription: Series of sitcom-themed TV spots promoting Black Friday FINDINGS:sale and letters to Santa to benefit Make-A-Wish Foundation •  Reactions were very positive (74%), drivenCreative Tactic: Align with several trendy personalities in social media by humor and Justin Bieber’s physicaland pop culture attractivenessVolume: 7,506 Relevant Posts •  Despite featuring multiple celebrities,! Justin Bieber’s character was principal driver of positive conversation •  Other characters had the effect of diluting Justin Bieber’s idiosyncratic star power •  In comparison, discussion of 2011 “Screamer” spot had much more favorable net sentiment and 2.5x more volume PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  6. 6. AD APPRAISAL: MACY’S HOLIDAY 2012 FINDINGS: •  Trump’s character choice was largest driver of negative sentiment, peaking to over 96% of conversation six days in a row •  Portrayal perceived as thinly veiled reference to Trump’s controversial claims that Obama is a fraud •  This caused a revolt: on Nov. 18, 36% of the conversation expressed a desire to disengage from Macy’s—five days before Black Friday •  Desire to disengage persisted for more than two (2) weeks after Black Friday Macy’s Nov. 2012 same-store sales fell by .7% PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  7. 7. AD APPRAISAL: KEY TAKEAWAYS•  JWT New York, Macy’s creative agency of record, altered the creative strategy of the brand’s holiday ads from 2011 to 2012•  Justin Bieber’s 2011 “Screamer” ad for Macy’s drew overwhelming praise (95%), and did not produce a desire to disengage with the brand •  The new campaign only included Justin Bieber in some ads; other featured celebrities had the effect of diluting Justin Bieber’s level of engagement with the audience •  In comparison, the net sentiment around Macy’s 2012 “What’s in Store” campaign was significantly more unfavorable (74%) PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  8. 8. AD APPRAISAL: KEY TAKEAWAYS•  Donald Trump’s controversial inclusion in Macy’s new campaign distracted from brand messaging, and even caused a revolt on social media •  On Nov. 18th, 36% of the conversation expressed a desire to disengage from Macy’s—five days before Black Friday •  SignOn.org hosts a petition with over 678,000 signatures (as of 12/11/12) calling for Macy’s to sever ties with Trump PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  9. 9. AGENCIES HAVE A POWERFUL WAY TO DEMONSTRATE TO NEW CLIENTS THAT CAMPAIGNS RESONATE WITH CONSUMERS: IT’S EASI. PROPRIETARY & CONFIDENTIAL12 © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  10. 10. SOCIAL INTELLIGENCE VALUE MODELS PROPRIETARY & CONFIDENTIAL13 © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.
  11. 11. 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, The United Nations, and many more. For more information go to: http://www.crimsonhexagon.com. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2012. ALL RIGHTS RESERVED.

×