Business Problem

Our client runs numerous small, medium, and large-scale campaigns that are supported through digital & social media outreach. Some of them are big banner campaigns that are driven in association with a ‘movie launch’ or ‘special day celebrations’. Their campaigns attract a lot of social media chatter on multiple platforms. However, their existing framework for campaign performance measurement was deemed inadequate. They had other vendors giving them campaign performance metrics. What they needed was real intelligence.

Our client wanted insights that could help them understand the pulse of the market. They wanted intelligence on which campaigns were doing better across different channels, and how they influenced the customers. They wanted insights that could help them optimize their campaign outreach strategy.

Solution

We started our engagement by establishing common comparison metrics to measure campaign effectiveness across channels. We used our Media Meta Intelligence (MMI) methodology, wherein human analysis and validation of the information generated by the tools was done through a structured process.

We collected data from multiple social media monitoring tools instead of depending on a single data source. This gave us the advantage of scope. We then removed the irrelevant data from the dataset to improve the accuracy of insights.

We used our proprietary framework to analyze the campaigns for their:

• Ability to Engage

• Ability to Influence Sentiment

We then plotted the campaigns in four primary categories:

• Trendsetters: Ones that were leading in the category segment

• Support Seekers: Ones that need more support from outreach programs to improve performance

• Strategy Rethinkers: Ones that needed strategic diversification

• Strategy Overhaulers: Ones that needed new strategy altogether

• The categorical plotting of their campaigns showed that most of them were not working despite popular belief.

We further identified ‘Top 5’ and ‘Bottom 5’ campaigns and provided a holistic view on what was working and what did not work for our client.

We helped our client identify:

• Which channel to use for marketing campaigns

• What type of content to use for promotion

• What day to select for promotional messages

We also delivered insights around:

• What was driving higher customer engagement and why

• What was negatively impacting the customer experience of these campaigns

• What can elevate the overall experience of the promotional campaigns

We also provided a comparative analysis to our client by evaluating the campaigns of their aspirational and industry level competitors. We helped them understand what strategies used by their competition have worked and what best practices they can adopt in their own marketing campaigns.

Benefits

Our VoC analysis helped our client understand the right triggers for a successful campaign.

The channel and content level insights helped them to redesign their marketing strategies and optimize their efforts and resource utilization. Our client was able to drive higher engagement for their campaigns.

Competitive analysis of marketing campaigns helped them identify new practices that were working in their target segment and adopt them. They could also set benchmarks in terms of campaign performance.

The VoC analysis highlighted some latent supply chain gaps that were impacting the brand negatively. Our insights helped address them these gaps in time before they escalated into major crisis.

Today, our client is using a more targeted approach of promotion in the offline space aptly supported by focused marketing on social media channels.