Maximizing Digital Advertisement Impact
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The client, a sun-care brand, wanted to analyze the effectiveness of its digital advertising campaign, particularly whether it achieved viral sharing on social media and drove purchase intentions and recommendations. Using its proprietary solution and human coding of social media content, the company found the campaign had a positive impact on future purchases and word-of-mouth, and identified specific elements that drove social sharing and areas for strengthening brand communication. Insights allowed recommendations to encourage more sharing in future campaigns.
Maximizing Digital Advertisement Impact
- 1. 1© Rekhaprocity Labs | Case studies Maximizing digital advertising impact Situation The client, a Sun-care brand sought to analyze the effectiveness of a digital advertising campaign. In particular, it wanted to know whether the campaign was achieving a viral effect across social media, and was driving purchase intentions and recommendations. Approach First, we used our proprietary solution to measure the effectiveness of the digital advertising campaign; in particular, its impact on the client’s key performance indicators. We also conducted deep-dive analysis of relevant content across social media, using human coding (social data cleaned and categorized by skilled people) to understand the topics and sentiments of posts. Outcome Our findings showed that the campaign had a positive impact on future purchase intentions and recommendations. We identified the specific campaign elements that were driving social media posts and sharing, as well as the areas where the company could strengthen the communication of its brand attributes. Insights from social media analysis revealed the brand’s success in promoting viral activity. They also allowed us to make recommendations to encourage more sharing in future campaigns. The client offers sun protection products such as oils, lotions, after- suns and lip care to sun lovers around the world. “The project enabled us to learn from the last campaign and feed changes into future campaign planning in an efficient, cost-effective manner.” Senior Consumer Insights Manager. Consumer Goods | Digital Market Intelligence