WCG was tasked with driving awareness and invigorating consumers about the launch of the Harry Potter 7.1 DVD. This was viewed as the most challenging film to market because the final film (Harry Potter 7.2) would be in theaters around the same time, and consumers were aware the full franchise DVD package would come out shortly after. Our approach involved two “first” for this client (the largest movie studio in the world).
The first time a social influencer program was used to activate the most influential “super fans”
The first time the “DVD extras” were distributed prior to the DVD launch.
Our approach focused on first identifying and ranking the most influential Harry Potter fans in the world. Cutting through hundreds of thousands of fans who have shared Harry Potter content, we ranked exactly 43 people according to over 100 metrics. These 43 people were identified as having the greatest Reach, Syndication, and Relevance when it came to Harry Potter.
Once we had identified and ranked the influencers, we engaged them directly with an ongoing relationship calendar, which included invitations to private events, special online experiences, and eventually special, never-before-seen content from the DVD extras. This content was used to drive interest in buying the DVD even as the next film was hitting theaters.
Simultaneously, we used paid media to drive additional views on the same content, often times placing the same videos in rich media spots on influential Harry Potter fan sites. This created an A/B test of content that was distributed by our influencers and via the paid media spots.
Short Description of Business Goals Achieved:
Our social strategy was highly successful, resulting in the following:
Ultimately, this was the 2nd most successful DVD release of the 8 franchise films (2nd only to the very first Harry Potter movie).
The influencer program was credited as being the only significant deviation from the standard marketing plan… the only reason for such significantly different results.
We reached 5,312,842 fans through influencer and drove 452,638 clicks, for a 9.31% CTR on exclusive content. This was nearly 200x the CTR for the exact same content placed in the paid media spots (often on the same websites).
Internal analysis yielded a 7.5x media value for investment.
A 9x increase in conversation over the previous Harry Potter DVD launch, six months prior.
Positive correlation (+.16) between our small group of 43 influencers and the increase total online conversation about Harry Potter.
Harry Potter 7.1 outperformed competitive titles in share of conversation by 2.5-2.9x during the critical pre-launch window.
- See more at: http://blog.wcgworld.com/2011/02/my-forrester-groundswell-submission#sthash.GP50VbHw.dpuf
Lenovo Early Detection (LED) shines a light on product quality issues that erode customer satisfaction and brand loyalty. The Big Data platform is driven by voice of the customer information arriving through a variety of channels, including product review sites, social media, community forums, call center, and chats. Text mining, sentiment analysis and content categorization techniques allow for common complaints from various devices around the world to be aggregated at the component level. This transformed data is run through specially adapted statistical process control models to identify out-of-norm activity and signal a pervasive quality issues. These alerts arrive months before they would be detected via warranty claims trickling through transactional systems. LED is leveraged by products teams, quality engineers, service technicians and customer experience agents in the PC and Tablet business groups, and will soon be extended to support Smart Phones.
Source: http://blog.fusioncharts.com/wp-content/uploads/2014/08/Nestle-DAT-Dashboard.jpg
after a Greenpeace YouTube video about palm oil in Kit Kat candy bars, Nestlé found itself scrambling to deal with more than 200,000 protest emails, which led to a significant drop in its brand reputation. (see endnote 15) As a result, Nestlé built a digital acceleration team with the sole purpose of monitoring social conversations so it can quickly reach and respond to its consumers. The team monitors Nestlé brands in real time so the company can proactively address issues before they go viral. The social data the team captures helps shape its social media messages and responses.
