Social Analytics

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CAMPAIGN
Coke Data Driven Content
AGENCY
OgilvyOne Worldwide
CLIENT
Coca Cola
BRAND
Coca-Cola
DETAILS
Coke Data Driven Content, is about how creating occasion based content fuelled by trends and social listening insights helped Coca-Cola to improve brand attributes linked to important category consumption occasions and dominate online share of voice in the category.
 
In a category where it’s all about developing saliency and daily share of mind, it is important for Coca-Cola to be there day by day, increase its share of voice among the competition and cut through all the competing content not just from brands but also friends and popular culture.
 
However, while Coca-Cola was no1 in brand love for teens across all brands in Vietnam, it was not getting the best engagement on social media. It’s content was not cutting through and Coca-Cola was not winning the daily share of voice battle.   
 
Coca-Cola social content before 2015 was using a megaphone approach blasting the brand message without really trying to understand the way its audience engages with content on social and utilize relevant trends.
 
To understand what teens were engaging with better we started an expanded listening process and set up alerts for content that was trending beyond 20.000 mentions per day. Each day we analyzed the trends and utilized the most relevant and simple ones to create our own Coke content that resonated with our audience while linking to a specific consumption occasion for Coke like Break & Food.  
 
Content that utilised trends like Video quizzes, colouring and photo filtering trends to name a few, smashed all previous engagement records for the brand and topped engagement content across all food and beverage brands in Vietnam as measured by social bakers.
 
Coca-Cola managed to increase overall content engagement rate from 3% in 2014 to 6.5% in 2015 while dominating category share of voice with 70% share from 50% the previous year. (Engagement rate measured is purely likes/shares/comments by reach and does not include video views and clicks which naturally increase engagement percentages).
 
More importantly teens were now finding Coca-Cola more relevant than ever, reflected in the increase of the two important brand attributes of Relevance (For someone like me): 66%(+8pts) and Occasion: Is the drink for my break: 68% (+7pts). 
CAMPAIGN
Invisible Darkness
AGENCY
SoHo Square Marketing
CLIENT
Chevron
BRAND
Techron
DETAILS
Chevron, a leading global fuel company, planned to launch a fuel additives brand, Techron, in China. They approached us for a “disruptive go-to-market” strategy in China where the fuel additives market is dominated by over hundreds of local brands, whose product benefits and propositions are never clearly substantiated and most of the consumers don’t feel the urgency in the problem fuel additives are designed to fix.
 
To find a breakthrough point for Techron to enter the market, we proposed to find truth and opportunities through social buzz which including the most popular micro blog site in China, 86 industry vertical sites (both country wide and regional wide) and 15 wiki typed Q&A websites. We wanted to get deep insight to identify the target audience’s needs and intention of the car maintenance category, and then translate the insight into a campaign idea for Techron brand official launch event in China to make car owners realize fuel additives are necessary.
 
During the data analysis, “Carbon deposit problem” was identified as a major category opportunity that made existing consumers willing to try fuel additives to solve the problem.
 
In order to act on the consumer insights effectively, we created an “invisible darkness” art exhibition to visualize the intangible and invisible. 
 
The “Invisible Darkness” offline exhibition attracted a big online and offline target audience. Over 80 million ad impressions and it was estimated that more than 10 million car owners were exposed. Over 485 million impressions on social posts and 234,000 teaser video views were achieved. The engagement rate on campaign site reached 55%, five times improved from the same time from previous month. 
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