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Talkwalker's 2019 Campaign Playbook

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Talkwalker's 2019 Campaign Playbook 1 © TALKWALKER p 4 p 8 p 14 p 20 Why your campaigns fail to engage Entertainment industry Fashion industry Food & beverage industry consumers? How to assess and tackle negative How to find brand-relevant How to engage trends to drive product feedback influencers engagement How purchase intent can predict a How to quickly find user generated How to source trending content ideas movie success content to engage your audience How to assess images and videos for more focused marketing p 28 p 36 Tech industry Travel industry How to compare brands to help How to use consumer sentiment to market yours find engaging campaign images How to analyze industries to find your How to find the perfect influencer for product’s place your campaign p 42 p 43 Conclusion Methodology 2 3 © TALKWALKER Why your campaigns fail to engage consumers? There are 7 million active advertisers on Facebook alone. But few brands are managing to create the engagement on social they desire. With more businesses relying on content marketing for brand promotion, it’s becoming harder to cut through the noise. All too often, your team spends too many resources on campaigns that fall flat and fail to engage with a wider audience. Yet forging lasting relationships with consumers through powerful campaigns is crucial to promoting and growing your brand organically. 1. How do you know where your brand is engaging consumers? 2. Where do you find the content ideas that drive conversations? 3. Which brands are leading the conversations in your market? 4. Which influencers would be ideal to grow your engagement? “Your brand needs to create stunning campaigns, or 4 die.” 5 © TALKWALKER In order to promote your In this report, we’re analyzing how to easily improve these key components of brand effectively, you your marketing campaigns, by analyzing should improve these four some of the biggest global brands crucial aspects of their to see how they created spectacular success (or phenomenal failure) in their marketing campaigns: past campaigns. Content resonance Social networks like Facebook now rely heavily on measuring “meaningful “It’s time to interactions” (i.e., engagements), to decide what content should be help your brand promoted. If your content and message don’t resonate right away, your resonate with the campaign is dead in the water. right audience, Choice of influencers Social media can predict a Louis Vuitton can use image Influencer marketing is one of the boost your blockbuster or a bust. analysis to identify UGC. biggest buzzwords in the industry, and the payoff can be huge, but few engagement, brands have figured out how to detect influencers with the right mix of reach, create meaningful resonance, and relevance. connections, and Audience insights Campaign planners too often assume ultimately, increase that they know what their audience wants, without really listening to their your ROI.” consumers. Replacing gut feeling with Starbucks turned some viral Google can compare with data-driven decisions will produce luck into a sales driving their competitors to improve results. promotion. marketing for the Pixel 4 launch. Trendspotting Campaigns that hit the right note at the right time win in the crowded consumer market and have the power to transform a struggling brand into a worldwide phenomenon, as demonstrated impressively by Tide’s Super Bowl campaign. To find the most engaging images for your travel destination. 6 7 © TALKWALKER Entertainment industry The entertainment industry is about big budgets, and even bigger expectations. With new ways to consume, through streaming services, the competition is higher than ever. But it’s still the industry that creates the watercooler moments. Uniting social media users in global conversations about their favorite TV shows and movies. Making social listening especially valuable when it comes to identifying trends and assessing the impact of your marketing. 8 9 © TALKWALKER React supersonically to -45%. People didn’t like how their icon Back in December 2018, a teaser had been adapted for the big screen, image of Sonic was released online, negative reactions and this caused significant resentment as highlighted by the 2nd largest peak How to assess and tackle negative among their fanbase. above. This should have been a warning product feedback sign to the team. 32.8k mentions, with This resulted in the entire release to be a peak net sentiment of 25% highlights On April 4, 2019, Paramount released pushed back, from November 2019, to how much this single image was the first trailer for the movie adaptation February 2020. A costly decision taken disliked. They had a chance to fix this of Sonic the Hedgehog. And to say it “to make Sonic just right.” issue 6 months earlier, but missed it. wasn’t a success, is an understatement. But could the marketing team have It gained 94.2k mentions in just one handled this issue sooner? week, with a peak net sentiment of “Before releasing a new product, test the water with your audience, and adapt accordingly.” Takeaway In the world of media, speed is everything. In this case, the Paramount team could be praised for listening to their fanbase and reacting after the negative reviews of the trailer. But they could have reacted much sooner. Before releasing a new product, it’s easy to test the water with your audience, and adapt accordingly. Quick Search allows you to A/B test your messaging on select channels or audiences, providing you with instant data on your audience sentiment. An early negative response is easily recoverable, and allows you to adapt your messaging, and product, to suit your market better when it comes to the main launch. 10 11 © TALKWALKER Will they watch it? We can do this by including buying intent (or in this case, viewing intent) “When you’re in How purchase intent can predict a phrases into our queries. This finds the movie success conversations from people who are specifically wanting to or planning on a competitive Reviews are the driving force of the seeing the movies. movie industry. Not just from critics, but industry, from peers too. How people discuss a In this query, we included phrases such movie online could mean make or break as: got to see, need to watch, looking you need to at the box office. You just need to listen. forward to, etc. Let’s take a look at two 2019 releases. By looking at all the positive mentions understand Men In Black: International and of the two films, levels were still very Hellboy. Both based on established similar, apart from one thing. The exactly how franchises. Both reboots with much engagement rate. loved previous movies. Both in the same fantasy/sci-fi genre. And when you look Mentions of people wanting to watch your brand is at the figures, they performed pretty Men in Black had 2.2 times the When we compare that pattern to the similarly. engagement compared with mentions being box office figures, we can see the sales of people wanting to watch Hellboy. figures match the social prediction. Over the past 13 months, the two mentioned.” Hellboy took just $12 million at opening movies received similar mentions (1.7M So people were more than twice as weekend, compared to Men in Black: for Men in Black, 1.5M for Hellboy). The likely to agree about wanting to watch International with $30 million. 2.5 times launch trailers had similar mentions Men in Black, than Hellboy. With the the money, and almost in line with what in mid-December, and the overall most engaging tweet being for Men in we forecast based on social mentions. sentiment was nearly the same (62.6% Black. positive for Men in Black, 62.1% positive for Hellboy). But by digging deeper, we can see a different picture. MIB Hellboy Takeaway When you’re running a campaign, look deeper into the purchase intent of your audience to get a better understanding of how your campaign is being received. Mentions are great, when it comes to share of voice. But when you’re in a competitive industry, you need to understand exactly how your brand is being mentioned, and how those mentions are engaging your community. 12 13 © TALKWALKER Fashion industry Fashion is an industry built on trends. Whether following them or defining them, you have to know what is relevant to your audience at all times. Fashion and social media are the perfect match. With visual channels like Instagram and Snapchat driving engagement among the savvier generations, being fashionable is key for driving engagement. While being engaging is key for fashion marketing. 14 15 © TALKWALKER Influence me Arii has an actively, engaging audience. Also, as Jack Appleby points out, the As demonstrated by her past influencer range itself does not align with the How to find brand-relevant influencers posts. audience expectations. The rise of influencer marketing is phenomenal. 69% of respondents to our global state of influencer marketing report defined it as a key strategic priority. But how do you manage it effectively? Many brands struggle with influencer marketing, as they focus on reach. Surely, the bigger the audience, the more sales, right? This sponsored post for Pretty Little Thing gained over 121k likes. But that won’t naturally convert into sales. Especially, if what you’re selling isn’t relevant to the audience. The audience wasn’t considered before the campaign. And that’s where it failed. In this case, Arii’s follower base is predominantly male. Takeaway When engaging influencers, Look at @arii. With 2.6 million followers, don’t focus on reach. Focus she attempted to launch her own on relevance. Is the audience fashion line - and failed.
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