listening247

The day of the Superbowl in the US, (February 2nd 2014 ), Coca-Cola aired an ad where people of various ethnicities were singing ‘America the Beautiful’ in their own language. Immidiately after the airing of the ad all hell broke loose on Twitter and other social media platforms. This continued for the following days and weeks.

A simple piece of pre-advertising research could have told them that some people in the US are so patriotic, or perhaps we can even use the word racist, that they felt offended by the fact that people of other ethnicities were singing ‘America the Beautiful’ in their own language as opposed to English.

In 2013, a global blue chip organisation commissioned DigitalMR to harvest and analyse social media data related to one of their Personal Care product categories. The objective was to explore the web landscape around the category in six different countries and languages around the world, in order to inform their future marketing campaigns.

What are people saying about the product category? How do they feel about using the product? Where are the conversations taking place? 

In 2014, a renowned maker of luxury wrist watches commissioned DigitalMR to harvest and analyse social media data related to their product category, in order to understand what people were saying about their brand and discover some actionable business insights.

A brand in an exclusive product category such as luxury watches is not expected to have a huge volume of posts or a large share of negatives, so it can mainly benefit from analysis that is granular enough to extract all the precious insights that a relatively small dataset can offer.