The client, a sun-care brand, wanted to analyze the effectiveness of its digital advertising campaign, particularly whether it achieved viral sharing on social media and drove purchase intentions and recommendations. Using its proprietary solution and human coding of social media content, the company found the campaign had a positive impact on future purchases and word-of-mouth, and identified specific elements that drove social sharing and areas for strengthening brand communication. Insights allowed recommendations to encourage more sharing in future campaigns.

1. 1© Rekhaprocity Labs | Case studies
Maximizing digital advertising impact
Situation
The client, a Sun-care brand sought to analyze the effectiveness of a digital advertising
campaign. In particular, it wanted to know whether the campaign was achieving a viral
effect across social media, and was driving purchase intentions and recommendations.
Approach
First, we used our proprietary solution to measure the effectiveness of the digital
advertising campaign; in particular, its impact on the client’s key performance indicators.
We also conducted deep-dive analysis of relevant content across social media, using
human coding (social data cleaned and categorized by skilled people) to understand the
topics and sentiments of posts.
Outcome
Our findings showed that the campaign had a positive impact on future purchase intentions
and recommendations. We identified the specific campaign elements that were driving
social media posts and sharing, as well as the areas where the company could strengthen
the communication of its brand attributes.
Insights from social media analysis revealed the brand’s success in promoting viral
activity. They also allowed us to make recommendations to encourage more sharing in
future campaigns.
The client offers
sun protection
products such as
oils, lotions, after-
suns and lip care to
sun lovers around
the world.
“The project enabled us to learn from the
last campaign and feed changes into
future campaign planning in an efficient,
cost-effective manner.”
Senior Consumer Insights Manager.
Consumer Goods | Digital Market Intelligence