1. Data collected from Hootsuite between Sep. 22 – Sep. 29 | Total number of tweets used: 80 | Search terms used: #Otterbox, Otterbox, @Otterbox, #Lifeproof, Lifeproof, @LifeProof
15
10
12
4
7
3
8
1
6
6
1
0
2
4
6
8
10
12
14
16
18
20
Protection Case Design Other Protection Case Design Other
#ofmentions
Negative
Neutral
Positive
Conclusions: How did the brands compare?
Although both companies focus on technology and protection, Lifeproof received
50% less negative mentions concerning protection – they also received more
positive mentions. However, they received 0 positive mentions for case design
while Otterbox received 6. Almost 90% of Lifeproof’s case design mentions were
negative! This explains why Lifeproof users, like Seymore Butts, have shifted to
Otterbox – Lifeproof customers sacrifice case design for protection. To contrast,
Rosa Kwak, an Otterbox user, may find herself switching to Lifeproof in order to
provide her phone with better protection. Both Otterbox and Lifeproof received
mostly positive mentions for other – which mainly involved customer service and
brand appreciation.
"LifeProof transcends mere
protection. We want you to
be free from restraint, free
from hesitation and free
from fear."
“Otter Box engineers
confidence by protecting
your mobile world.”
66.7%
33.3%
88.9%
11.1%