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company that is leading a new era for consumer insights, providing brands with
a deeper, more colorful view into their social audience. Through a unique mix
of personality data and demographics, Marketers can begin to discover what
really makes their audience tick.
The World Cup hype has officially started! And if
you’re in Marketing/ Advertising, you’re probably keeping a close eye on the
various campaigns that have been introduced to pay homage to one of the world’s
most watched sporting events.
Some of the first to release their campaigns were the big
soda brands. World Cup sponsor Coca-Cola and competitor Pepsi have both
recently launched TV spots, and there’s already lots of chatter on who got it
. That answer might seem subjective to most. But as
Marketers know, putting together a campaign that speaks to the right audience
takes more than luck. It takes planning and strategy. It takes
understanding of various brand segments and how to reach them on a personal
level. And it takes knowing that powerful stories about the people behind
a brand reside in unfiltered data.
That being said, it can be assumed that both Coca-Cola and
Pepsi did lots of research for their campaigns, utilizing large budgets and
plenty of time to plan (Coca-Cola apparently began planning
in 2012, and World Cup 2014 stands as their largest campaign ever!).
But for those agencies that might not have the dollars or
time to spend on such intensive research- there are simple ways to accomplish a
similar goal of understanding audiences by looking at some easily accessible
data. We’ll show you how. And we’ll also come to our own
conclusion, based on our own data, on which soda brand might have the slight
advantage in the World Cup campaign wars.
Social- The Secret
Social has become a very viable option when it comes to
gathering insights about your audience. It’s as easy as picking a social
segmentation tool and diving in to all of the data.
We’ve started our own segmentation analysis with a
historical snapshot of the FIFA audience, or the last 500 people who have
engaged with @FIFAWorldCup on Twitter. That breakdown shows the
highest engagement came from ‘Wholesome Males’, as seen below:
‘Wholesome’ indicates personality traits like down-to-earth,
honest, family oriented, sincere, real and sentimental. A ‘Wholesome’
person might respond best to campaigns based on truth, openness and emotion
(more about ‘Personality Identification’ through social can be found here
Hot on the trails of those ‘Wholesome’ males are ‘Rugged’
males, with their own set of unique traits that gets them excited. It’s
advantageous for Marketers to look into both groups to see what makes each of
Hash Out the Hashtags
Now take the analysis a step further, and look at the
‘real-time’ breakdown of the FIFA audience. In addition to those folks
who are currently engaging with the @FIFAWorldCup Twitter handle, you might
also be interested in the people who are using the top three most popular
Twitter hashtags for the World Cup in general (which are #WorldCup, #Brazil, and
#WorldCup2014). The new analysis looks like this:
Not surprisingly, the @FIFAWorldCup audience and those using
the most popular World Cup hashtags look very similar. Looking ahead, a
Marketer can be confident that the ‘Wholesome’ and ‘Rugged’ males should be the
right audience to go after for a campaign.
Your Own Hashtags-
Last, if you’ve created and launched campaign hashtags, it
might be beneficial to analyze the people who are chiming in with those
hashtags on social, as long as there’s some good traction. Today, both
Coke and Pepsi have launched hashtags for their World Cup campaigns (#WorldsCup
and #LiveForNow, respectively). Traction was highest during the release
of the campaigns, and has now subsided.
However, as engagement with these hashtags increases again,
which should be a top goal for both brands, Marketers can analyze what types of
people the online campaigns are attracting and figure out ways to target those
audiences better. We’ve started a new analysis on Coke’s hashtag
engagement moving forward, and will report back in an upcoming blog.
So what does all of this tell you about launching your own
World Cup (or any other) campaign? The point is that social data matters, and
so do the people behind that data. If you can dig into that data enough
to understand your audience on a very deep and personal level, then you’ve
automatically pushed ahead of your competition when it comes to planning the
tone and messages within your various campaigns.
Who Wins the Soda
The Coca-Cola campaign plays to inclusiveness, youth,
uniqueness, togetherness, grandiosity and social good (think
‘Wholesome’). The Pepsi campaign plays towards celebrity, playfulness,
music, creativity, art and fun (think ‘Sophisticated’ or ‘Daring’).
According to our analysis of the FIFA audience, our vote goes to Coke.
But hats off to both campaigns!
Next week we’ll take a look at changes to the @FIFAWorldCup
Personas as engagement increases, which might cause Marketers to tweak their
real-time campaigns. And we’ll compare two new ‘Big Brand’ campaigns that
have staked their claim on the World Cup turf.
Want to start your own segmentation and hashtag analysis?
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