Curated and presented by masterclass sponsor Amobee, Harry Lam, Insights & Analytics Specialist at Amobee presented on Engaging Authentically: How Data can Inform Campaign Development and Ensure a Positive Brand Strategy at Mumbrella360.

1. Engaging Authentically:
How data can inform campaign
development and ensure a positive brand
strategy
Harry Lam
Insights & Analytics Specialist, Amobee

2. Counting on numbers
2
Page Views
UBs
Brand Lift
ROI
Conversion Rate
CTR

3. 3
Pepsi:JointheConversation
ft.KendallJenner

4. 4
BrandImpact:Sentimentasakeyindicatorof
successandperception
Sentiment | Pepsi | Feb-17 to Apr-17
Pepsi’s brand sentiment fell by 45% after the ad

5. 5
Safetyinassociatedlanguage:Loftier,positive
themescanbelostamongstthenegativenoise
Strength of Association to “Protest” | Pepsi | Feb-17 to Apr-17
100.0
80.4
66.4
42.3 41.9 39.6 39.2
33.3 31.5 31.2 29.0
17.9
11.0 10.0 9.2 9.1 8.9
5.7 5.5
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
StrengthofAssociation
Language not only raises questions about brand
safety in this context, but also highlights the
importance of credibility

6. 6
Riskybusiness:Datacanidentifycreativethemes
tobepotentiallydivisive
16%
19%
18%
10%
13%
17%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Protests
Protester
Activist
Negative
Neutral
Positive
Sentiment – October 2016-March 2017
Caution and nuance required: protests and activism as themes are likely to be divisive

7. 7
Easierwins?Focusonbroader,morepositive
themeslikelytobebetterreceived
13%
16%
10%
12%
27%
40%
32%
36%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Inclusion
Acceptance
Empowerment
Unity
Negative
Neutral
Positive
Sentiment – October 2016-March 2017
“Loftier”, more universal themes such as unity and
empowerment more likely to receive positive reaction

8. 8
Credibilityismeasurable:KendallJenneris
popularandwellliked
Tweets + Sentiment – April 2016-March 2017
-
5,000
10,000
15,000
20,000
Kendall Jenner Gigi Hadid Cara Delevingne Bella Hadid Miranda Kerr
Tweets
Negative Neutral Positive
20%
7%
22%
68%
10%
28%
7%
14%
18%
22%
69%
22k
20k
11k 11k
3k
Understandable choice: Kendall
Jenner had greater interest and
popularity than her peers, with
none of the controversy

9. 9
Famous≠credible:Jennerhadlittleprior
associationtothemesofprotest&activism
6.5
40.2
53.3
22.7
13.1 11.7
34.2
8.5
16.3 14.3
6.8 7.6
27.1
56.1
1.8
10.2
13.0
2.6 1.8 1.2
11.4
8.5
30.2
100.0
29.9
16.7
34.8
49.4
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
Activism Activist Protest Acceptance Empowerment Inclusion Equality
IndexedAssociation
Beyonce Emma Watson Kendall Jenner Lady Gaga
Indexed Association – October 2016-March 2017

10. 10
Rebelswithacause:Usingdatatoinformmore
appropriate/crediblecastingchoices
Indexed Association – October 2016-March 2017
22.7
13.1 14.4
11.7
34.2
6.8 7.6
47.0
27.1
56.1
2.6 1.8 2.0 1.2
11.4
29.9
16.7
9.5
34.8
49.4
0.0
10.0
20.0
30.0
40.0
50.0
60.0
Acceptance Empowerment Feminism Inclusion Equality
IndexedAssociation
Beyonce Emma Watson Kendall Jenner Lady Gaga

11. 11
Leveragingthestrengthsofyourambassador:
Chooseyourcontextforthebestoutcome
Indexed Association – October 2016-March 2017
72
16
51
68
20
9
69
40
11
24
33
9 9 10
100
33
47
50
20
18
62
57
23
39
47
17
10
37
0
10
20
30
40
50
60
70
80
90
100
Fashion Fashion
Show
Fun Style Trend Vogue Chic
IndexedAssociation
Beyonce Emma Watson Kendall Jenner Lady Gaga

12. 12
Heineken:WorldsApart#OpenYourWorld

13. 13
DissectingHeineken“WorldsApart
#OpenYourWorld”

14. 14
A MORE NUANCED APPROACH:
In the full 4:25 min creative:
16%Percentage of time product
was shown in ad (40 seconds)
70%Percentage of time product was
visible, but branding was
obscured, out of focus, not
visible
<5%Percentage of time
branding clearly visible.
(12 seconds)
3secs
Total time branding
clearly visible in
shortened 1 minute ad
Sellthecause,nottheproduct:Restrained,subtle
approachtobrandingkeytosellingsincerity
The brand name “Heineken” is never mentioned by any of the cast

15. 15
Consideredapproachhelpsnavigatepotentially
trickytopics&engageauthentically
Heineken Association to Key Themes
0.00
5.00
10.00
15.00
20.00
25.00
IndexedAssociation
Average Daily Association - Heineken
Before After
+3.2x
+38%
+52%
+41x
+42%
+161x*
+81%
Before: 20/4/17 to 19/4/17; After: 20/5/17 to 23/5/17
Trending Interest - Heineken April-May 2017

16. 16
BrandImpact:Gettingitrightisworthit!
Sentiment | Pepsi | Feb-17 to Apr-17
Before
Positive: 41%, Negative: 10%
After
Positive: 51%, Negative: 9%

17. 17
Datainformeddecisions:Getitrighteverytime
• When should you use data? Before, during and after
• Validate assumptions and provide clarity to choices and decisions:
• Use analytics to provide clarity in navigating themes
• Inform ways to portray your brand in advertising
• Identify the correct moments to be advertising
• A more precise understanding of seemingly subtle and vague
assumptions
Leverage data so it can be
be utilized at the start of
your campaign and the end
to ensure success and
measure outcomes
Γετ Σταρτεδ ωιτη
Δατα
Τακε Ουτ τηε
Γυεσσ Ωορκ
Βεινγ Ινφορµεδ ισ
Εασψ
Ρετηινκ Ηοω Ψου
Μεασυρε
Συχχεσσ
Avoid grey areas and
create surety with analytics
that know what you can’t
know. Sense check
everything with data
Identifying areas for
opportunity and success
doesn’t take a lot of time or
effort. Real-time insights
are always on
Consider sentiment and
association as a key
performance indicator of
any marketing campaign