UNDER ARMOURCAMPAIGN & PRODUCT LAUNCHSOCIAL MEDIA ANALYSIS
The Crimson Hexagon ForSight™ platform uses proprietary, patented, example-based, statistical classification toquantify the social media conversation in near real-time in most languages. It combines human judgment andcomputer automation to identify key themes, topics, and opinions on any given topic within the social mediauniverse.Crimson Hexagon measures, quantifies and tracks any topics or opinions that are being expressed online.Because our underlying technology is set up to replicate and amplify how a human analyzes the conversation,any online opinion or topic that can be identified and understood by human judgment, can be quantified by ourplatform. Therefore, any business question which is discussed online, can be tracked and measured by CrimsonHexagon.Creating monitors within the Crimson Hexagon ForSight™ platform is a highly customizable, yet efficient process.The overall structure of the analysis is entirely user-defined, guided by the business question at hand. Users canset up a Topics of Discussion, Basic Sentiment, Drivers of Sentiment, or Customer Segmentation monitor byadding new categories, grouping categories together, and changing category labels. The platform gives usersthe ability to export visual results, such as graphs, charts, topic wheel, sample posts, etc. as an image or intoexcel.This report contains:1. #IWILL Commercial – Drivers of Sentiment Analysis (Twitter & Under Armour Facebook Wall)2. #IWILL – Twitter Campaign Analysis (Twitter)3. Armour39 – Product Launch Analysis (Twitter & UnderArmour Facebook Wall)4. Comparative Studies – The Bigger Picture (Twitter & UnderArmour Facebook Wall)CAMPAIGN & PRODUCT LAUNCH SOCIAL MEDIA ANALYSISUNDER ARMOUR2
#IWILL COMMERCIALDRIVERS OF SENTIMENT ANALYSIS3
DRIVERS OF SENTIMENT ANALYSISVolume & Sentiment#IWILL COMMERCIALDrivers Of Sentiment 2.16.13 – 3.3.13, #IWILL CommercialVolume 2.16.13 – 3.3.13, #IWILL CommercialThe volume of conversation on Twitter and the Under Armour Facebook page when commerciallaunched peaked at just over 2500 relevant posts on 2.17.13. The daily volume trend decreased shortlyafter, with less than 150 relevant posts per day. Relevant volume from 2.16.13 – 3.3.13 totals 4,546posts.
DRIVERS OF SENTIMENT ANALYSIS#IWILL COMMERCIALSentiment towards the commercial was overwhelmingly positive, driven by comments about how “sick”and “awesome” it is. Consumers also described the commercial as “mind-blowing” and werefascinated by the color changing clothes. The athletes picked to be in the commercial were also adriver of positive conversation.There was a lack of conversation about the Armour39 that was featured in the commercial. It seemedthat most consumers focused on the “high-tech apparel”. This was successful in getting consumers torelate UA to innovation, however some consumers expressed confusion.Drivers Of Sentiment 2.16.13 – 3.3.13, #IWILL Commercial1231Bryce Harper“The new @Bharper3407commercial for Under Armouris so sick #obsessed”I just saw my main man@Bharper3407 doing his thingin the new under armourcommercial. #natnation2Color Changing ClothesOMG just saw the new#UnderArmour commercial.#IWill get one of those suitswhen they come out. Thatthing looks more awesomethan iAnything3NegativeNike gets rated the #1 mostinnovative company so UnderArmour has to do a commercialabout a product they haven’teven invented yet!?!?Is Under Armour trying to sellideas? They didnt show oneproduct in that wholecommercial.
DRIVERS OF SENTIMENT ANALYSISPositive Discussion#IWILL COMMERCIALWhat did I just see?!? Underarmor hascreated a suit?? #underarmor #commercial#mindblowntwitter.com/PatrickLamb1Feb 24, 2013That under armour commercial...so fuckingcool. #iwilltwitter.com/anavalentinazMar 1, 2013No shit!! Canelo Alvarez is sponsored by under armour. He just came out on a commercial, thats fuckinglegit!! Repping Mexico & Jalisco!!twitter.com/CarlosH530Feb 16, 2013New under armor commercial? Mind. Blown.twitter.com/laurascott128Feb 19, 2013@Bharper3407 looks like such a badass inthose #UnderArmour commercials #Studtwitter.com/RogerZwilling21Feb 20, 2013
DRIVERS OF SENTIMENT ANALYSISDemographics#IWILL COMMERCIALThe gender breakdown is strongly in favor ofmales.The influencers include news outlets, sportsjournalists, and athletes.When looking at the geographical distribution ofthe conversation across the US, Nevada andMaryland are dark red, the hometowns of BryceHarper and Under Armour, respectively.The impressions spiked when the originalcommercial was launched, and again when theBryce Harper version was released.Influential AuthorsTwitter ImpressionsGeography Heat Map: Per Capita Gender Breakdown
TWITTER CAMPAIGN ANALYSISVolume & Topics#IWILLTopical Breakdown 2.10.13 – 3.3.13, #IWILLVolume 2.10.13 – 3.3.13, #IWILLThe hashtag started spreading on 2.12.13 when Under Armour’s Twitter handle began tweetinginspirational messages and product sneak peaks. The volume of conversation on Twitter peaked at justover 1,000 relevant posts on 2.17.13 – the launch of the #IWILL commercial. There was another smallspike on 2.19.13, and volume has slowly decreased since that date. Relevant volume from 2.10.13 –3.13.13 totals 9,135 posts on Twitter.
TWITTER CAMPAIGN ANALYSIS#IWILLTopical Breakdown 2.16.13 – 3.3.13, #IWILL1231RT @UnderArmour RT if you want an exclusive look at the future of @UnderArmour footwear.#IWILLRT @UnderArmour Heres your exclusive look at whats coming in 2013 from @UnderArmourfootwear. The #UnderArmour Toxic 6. #IWILL http://t.co/gmxvOMko2 RT @UnderArmour Heres your exclusive first look at the #UABrandHouse in #Baltimore.#IWILL http://t.co/V5HuilmV1 day left! Under Armour Brand House’s grand opening is tomorrow! #PROTECTTHISHOUSE#IWILLFootwear/Other ProductsBrandhouse3 RT @UnderArmour When you hit the wall...BREAK IT DOWN. #IWILL #MorningMotivationRT @UnderArmour Beast mode:ON. #IWILL #MorningMotivationUnder Armour Inspirational RT’sRT @UnderArmour Be done with doubt. #IWILL #MorningMotivation
TWITTER CAMPAIGN ANALYSIS#IWILLTopical Breakdown 2.16.13 – 3.3.13, #IWILL454@Drinkmysuccess Oh were ready! Going to be crazy talent out on that field! Are you going tobe the best? #IWILL #RivalsCampRT @RivalsCamp Whos going to be so good at their regional #RivalsCamp that they earn aspot at the 5-star @RivalsChallenge? #IWILL5 The future is in wearable computing. Combine it with augmented reality. WOW!! #Iwill #future#AR #augmentedreality http://t.co/mzAgs9tdGNOUR JOB IS...TO MAKE YOU BETTER. TO MAKE ALL ATHLETES BETTER. ONEINNOVATION AT A TIME #IWILL #Armour39 http://t.co/TO2LmAxpILRivals CampInnovation/Armour39"@andrewquay: UA stepping up its game in technology. #underarmour #IWILL http://t.co/AaY9JkYd " @UnderArmour need consumer guinea pigs??
TWITTER CAMPAIGN ANALYSISDemographics#IWILLThe gender breakdown is strongly in favor ofmales.The influencers include news outlets, sportsjournalists, and athletes.When looking at the geographical distribution ofthe conversation across the US, Maryland isdark red, the hometowns Under Armour.The impressions usually spiked when there wasan Under Armour tweet that was retweetedhundreds of times.Influential AuthorsTwitter ImpressionsGeography Heat Map: Per Capita Gender Breakdown
PRODUCT LAUNCH ANALYSISVolume & TopicsARMOUR39Drivers of Sentiment 2.11.13 – 3.3.13, Armour39Volume 2.11.13 – 3.3.13, Armour39Announcement of the Armour39 device on 2.12.13 triggered a spike of conversation on Twitter and theUnder Armour Facebook page peaking close to 700 relevant posts. The conversation quicklydecreased, averaging just 52 posts per day from 2.13.13 – 3.3.13. The volume of relevant mentionsabout the Armour39 device totals just under 2,000 from 2.11.13 – 3.3.13.The majority of the conversation (91%) consisted of neutral posts of consumers sharing the news of thenew product, and spreading links and articles. Actual organic consumer conversation was small, andconsisted of consumers expressing excitement and intent to purchase (4%), and also skepticisms anddisappointment in the product (4%).
PRODUCT LAUNCH ANALYSISARMOUR39Topical Breakdown 2.16.13 – 3.3.13, #IWILLArmour39 sounds sooo amazingtwitter.com/gthom51Feb 20, 2013I need this so bad!!!www.facebook.comFeb 20, 2013I want! This is going to be awesome. #UnderArmour #Armour39 http://t.co/NQ2gxZkvtwitter.com/Chris_BlevinsFeb 17, 2013Under Armours Armour39 measures effort #WearableTech http://t.co/JJkhBw1WB7twitter.com/BradNeimanFeb 20, 2013Positive CommentsNeutral CommentsUnder Armour Creates High-Performance Fitness Tracker [Preview]: underarmour armour39. ... http://t.co/wckmH7Ok3V http://t.co/3GNdQc2NPctwitter.com/getfitymFeb 22, 2013That Armour 39 chest strap shit sounds wacktwitter.com/DJFUREFeb 17, 2013Negative CommentsNo app available, $350 for the system. Waaaaay to expensive.www.facebook.comFeb 20, 2013Sample VerbatimsLooks cool, and the iOS app looks nice but $350 is quite pricey,,this tech is old now and available for for1/3 of the price, big UA fan but will probably give this one a miss, plus no euro options on delivery..www.facebook.comFeb 21, 2013
PRODUCT LAUNCH ANALYSISDemographicsARMOUR39The gender breakdown is strongly in favor ofmales.The influencers are mainly news outlets andmainstream blogs.When looking at the geographical distribution ofthe conversation across the US, Maryland isdark red, the hometowns Under Armour.Influential AuthorsTwitter ImpressionsGeography Heat Map: Per Capita Gender Breakdown
UNDER ARMOURApendixCAMPAIGN & PRODUCT LAUNCH SOCIAL MEDIA ANALYSIS
About Crimson HexagonCrimson Hexagon, founded in 2007, is the leading global provider of social media analysis softwarethat delivers business intelligence for brands and market research professionals. Powered by patenttechnology developed at Harvard University’s Institute for Quantitative Social Science, the CrimsonHexagon ForSight™ platform overcomes the limits of traditional market research by delivering a real-time view of how engaged online consumers truly think and feel about a brand or issue. For moreinformation, visit http://www.crimsonhexagon.com