Lucozade Advertising Campaign Effectiveness Case Study

2. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. FIRM: GlaxoSmithKline; Lucozade Sport BUSINESS QUESTIONS: (1) How did consumers react to Lucozade Sport’s “Last Man Standing” campaign? (2) What was the impact on the Lucozade brand? METHOD: Develop a framework for evaluating product use and advertising effectiveness by analysing the online conversations surrounding the January 2013 advert and the Lucozade brand over an 8-month period. CASE STUDY: ADVERTISING EFFECTIVENESS

3. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. FINDINGS: A. 80% of Lucozade Sport conversation represents product engagement • 29%discuss consuming Lucozade to increase productivity, while 17% cite social uses of the energy drink B. Interestingly, consumers reveal use and perception of Lucozade as a cold and hangover remedy (15%) C. Major criticism of Lucozade surrounds product taste (10%) LucozadeSport:BrandBaseline (7/1/12–1/3/13) 75,696Relevant Posts A B C A LUCOZADE SPORT: BRAND BASELINE

4. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. FINDINGS: A. 80% of Lucozade Sport conversation represents product engagement • 29%discuss consuming Lucozade to increase productivity, while 17% cite social uses of the energy drink B. Interestingly, consumers reveal unexpected use of Lucozade as a cold and hangover remedy (15%) C. Major criticism of Lucozade surrounds product taste (11%) LucozadeSport:BrandBaseline (7/1/12–1/3/13) 75,696Relevant Posts A B C A LUCOZADE SPORT: BRAND BASELINE

6. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. LUCOZADE SPORT: LAST MAN STANDING A B LucozadeSport:LastManStanding (1/4/13–2/20/13) 587Relevant Posts FINDINGS: A. Despite low discussion volume, consumers direct opinion towards campaign messaging • 55%say encouraging Lucozade consumption over water is misleading;only 26% agree with the claim B. Additionally, 2% of conversation draws conclusions based on the race of the ad’s characters A

7. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. LUCOZADE SPORT: LAST MAN STANDING A B LucozadeSport:LastManStanding (1/4/13–2/20/13) 587Relevant Posts FINDINGS: A. Despite low discussion volume, consumers direct opinion towards campaign messaging • 55%say encouraging Lucozade consumption over water is misleading;only 26% agree with the claim B. Additionally, 2% of conversation draws conclusions based on the race of the ad’s characters A

8. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. LUCOZADE SPORT: LAST MAN STANDING FINDINGS: A. Following the airing of “Last Man Standing,” we see shifts in dimensions of product engagement • Proportion of chatter referencing productivity gains decreasedby 8% B. Ad messaging around improved hydration has directly impacted brand-level discussion • Proportion of conversation citing healthbenefits of Lucozade increasedby 4% LucozadeSport:CampaignImpactonBrand (1/4/13–3/15/13) 29,412Relevant Posts B A

9. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. • TheCrimson Hexagon ForSight™ platform empowers CPGfirmstoanalyse categorical discussions, anddiscover howconsumers interact withproducts intheir dailylives • CPGfirmscanthenevaluate theeffect ofnewadvertising campaignsandmessagingstrategies on consumerproduct useandbrand perception • Interestingly, Lucozade wasrebranded as an energy drink in 1983toshift brand associations among consumers away from illness • 18%ofconversationin2013revealsculturally-recognizedbenefitsofLucozadethatare notmarketed:coldrelief&hangoverremedy • Despite polarising reactions to “Last ManStanding,” therealimpactemerges atthebrand level: moreconsumers are discussing thehealth benefits of Lucozade (18%)since earlyJanuary LUCOZADE SPORT: KEY TAKEAWAYS

10. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. 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, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, and many more. For more information go to: http://www.crimsonhexagon.com. CRIMSON HEXAGON