Can a Successful Ad Campaign Improve Your Social Sentiment …
There is a lot of advice out there about what actions a brand can take in social media to improve its sentiment score. Tweet more, build a community, run a contest—the list is endless. But what about your other marketing efforts? Can an offline advertising campaign improve your online, social sentiment?
To find out we took a look at social mentions around some of 2013’s most memorable ad campaigns. Using the uberVU platform, we compared the sentiment scores of the brands one month prior to launching a campaign to one month after launch.
Did offline campaigns improve these brands’ social sentiment?
Doritos
Aired during the 2013 Super Bowl, Doritos “Goat 4 Sale” commercial was made and chosen by Doritos fans as part of its Crash the Super Bowl competition.
One month prior to the campaign—January 2013—the average sentiment for Doritos was 17% positive and 44% negative.
“Goat 4 Sale” clearly had a big impact on Doritos’ sentiment—in February 2013, the brand’s positivity score shot up to 38% positive and its negativity decreased. After debuting on the third day of the month, the combination of a hilarious ad plus a fan-based contest continued to produce positive mentions throughout February.
AT&T
AT&T launched its “It’s Not Complicated” campaign in early November 2013.
The month prior the brand’s sentiment was looking good with 38% of its mentions registering as positive and 14% registering as negative.
Flash forward to the month of the campaign’s launch and AT&T sentiment score spiked even higher to 60% positivity.
Geico
In late May 2013, Geico debuted its popular “Hump Day” campaign, which quickly became an online sensation.
In April of 2013, Geico’s sentiment was moderately negative with 24% of its mentions registering as positive and 35% registering as negative.
“Hump Day” debuted towards the end of May, but it still managed to lift the brand’s average sentiment score for that month to 38% positive.
The positive movement continued into the next month with Geico registering 50% positivity in June of 2013. ”Hump Day” helped double Geico’s positivity score in a three-month swing.
When it comes to your brand’s sentiment score it’s clear that your offline marketing efforts matter just as much—and maybe even more—than your online tactics. Running a successful campaign offline will clearly get social talking. Make sure to keep the conversation going by joining in and engaging with those buzzing about the campaign.
Kate Dunham is a Content Marketing Specialist at uberVU, a platform that delivers real-time marketing insights powered by social media data. She has experience in social media management and editorial, having written for Brides.com and ELLE.com. She has a BS in Advertising from the University of Florida (Go Gators!) and… View full profile
This article originally appeared on The uberVU Blog and has been republished with permission.
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Can a Successful Ad Campaign Improve Your Social Sentiment …
