Agency and Brand Market Research Report

+ Full Text

Social Insights: Ad Agencies + Top Tier Brands Using social listening data to understand and influence core consumer audiences

What you’ll get out of this report The leading ad agencies are tasked with creating and analyzing campaigns for some of the top brands in the world.

See analysis of some of the most popular ad campaigns of the last year

Gain insight into how agencies can identify opportunities for their brands

It’s incumbent on them to understand consumers at all angles and deliver brand experiences that lead to business growth. Social listening data provides a full 360-degree view into the world of consumers about brands, products, campaigns, influencers and competitors. Using data mined from all corners of the web, agencies can leverage the insights featured in this report to better understand consumers and audiences they want to reach, who they should target, and how their competitors fare against them.

Compare custom audiences and themes with historical trend analysis Uncover hidden consumer insights that can be leveraged to evaluate success and ways to improve Find out how the right data can lead to better strategies and spark creativity

Inside this report Ogilvy + Dove

Grey + Gillette

Is Dove reaching the right audi-

Audience segmentation and analy-

Infegy creates software our clients

ences with their branding and

sis of a viral campaign.

use to understand consumers better and faster than traditional research

advertising?

methods. Our cloud-based social media intelligence platform uses proprietary

5

12

natural language processing technology to provide real-time insights on any topic being discussed by more than 300

Giant Spoon + Game of Thrones What can Giant Spoon learn about past activations and future opportunities for HBO?

19

TBWA/Chiat/Day + 1 Love Foundation Complete audience analysis of an inspirational campaign for

million sources online. Infegy’s ultimate goal is to do the heavy lifting with large, text-based datasets to help companies uncover value within text and make more informed business decisions.

a non-profit

26 INFEGY

3 // 34

Brand profiles NEXT

For each brand, we’ll uncover:

    

Social Persona Market Overview Insight Campaign Spotlight Brand Scorecard

INFEGY

4 // 34

1

Ogilvy + Dove

A U D I E N C E A N A LY S I S

IN THE NEWS

Dove’s Real Beauty campaign earns consumer trust with themes of diversity, authenticity and love Dove has gained consumers’ love for the brand, despite some negative reaction to an ad last year. Their latest brand plays, The Real Beauty campaign, Show Us, and My Hair My Crown, promote confidence among women by redefining what feminine beauty means.

Dove’s Real Beauty Campaign Since 2004, Dove’s Real Beauty campaign has called for more authentic portrayals of women in media and for redefining what feminine beauty means and looks like. The Real Beauty campaign has produced viral ads like ‘Evolution,’ a time-lapse video of makeup artists preparing a model for an advertising photoshoot. Another was ‘Real Beauty Sketches,’ which became the most viewed ad in the world at the time after turning women’s perception of their

Percentage of social posts with the emiotion of “love”

“LOVE” EXPRESSED FOR DOVE

own beauty upside-down.

Consumers expressed less love towards Dove around the launch of their polarizing ad, while recent campaigns had consumers back in love with the brand. INFEGY

6 // 34

INSIGHT

DEEP DIVE

Dove’s campaign geared towards ‘the next generation’ missed out on engagement from Gen Z

Could a different endorser have had a better effect on “My Hair My Crown”?

Although former Destiny’s Child singer and spokesperson Kelly Rowland noted “My Hair My Crown” was geared toward the next generation of women, Gen Z talked about

#myhairmycrown the least online compared to Dove and to Real Beauty as a whole, as well as to Project Show Us. A G E D I S T R I B U T I O N O F A U D I E N C E S TA L K I N G A B O U T D OV E B R A N D A N D T H E I R C A M PA I G N S

There may have been a missed opportunity to fully connect with the desired audience - according to our social data, Kelly Rowland appealed more to Millennials than to Gen Z. Ogilvy and Dove could use social listening data to discover Gen Z girls’ most talked about artists:

Entity

Change

Sentiment

Ariana Grande

-21%

86%

Nicki Minaj

-18%

64%

Miley Cyrus

1000%

93%

Lady Gaga

100%

85%

Lana Del Rey

-20%

97% INFEGY

7 // 34

MARKET OVERVIEW

DEEP DIVE

Dove’s recent campaigns drive consumer engagement online Campaigns from Dove in the past year drove consumers to talk 64% more about the brand online. Dove needs to be mindful that L’Oreal, and other competitors, are also driving significant volume of conversations from consumers.

50K

M O N T H LY S O C I A L V O L U M E F O R D O V E AND COMPETITORS

Dove on Instagram: overwhelmingly joyful Consumers talking about Dove on Instagram expressed the emotion of joy towards the brand in nearly 70% of all posts - good to know if you’re working with Dove on their Instagram presence.

Consumers give increasingly more attention to L’Oreal in online conversations thanks to an influencer marketing push.

37.5K

Dove and Ogilvy launch the

#myhairmycrown campaign featuring Kelly Rowland. Online Posts

25K

Dove, Getty Images and Girl Gaze launch the #ShowUs campaign to promote authentic portrayals of women in media.

12.5K

0 5 / 2018

4 / 2019 INFEGY

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PERSONA

Dove’s foodie fashionista • Dove’s foodie fashionistas skew female, with audiences having $67k in household income

79

VOICE + SENTIMENT

21

%

% FEMALE

FEMALE SENTIMENT

%

93

POSITIVE

desserts & baking, fashion, television, music

MALE

HOUSEHOLD INCOME

DISPOSABLE INCOME

22k

59k

$

$

MALE SENTIMENT

%

7 83 17 %

NEGATIVE

and $25k in disposable income. • Dove’s foodie fashionistas discuss clothing,

BUYING POWER

%

POSITIVE NEGATIVE

+$6,553 +$1,599 Over mean of $59,819

Over mean of $22,836

TOP INTERESTS

39

%

21

%

12

%

10

%

9

9

%

%

and politics the most. Some of the top words

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

used by this audience are “Body Wash,” “love”

POP CULTURE

FOOD & DRINK

PERSONAL CARE

DATING

WOMEN’S FASHION

Pop Culture

Food & Drink

Style & Fashion

Family & Relationships

CELEBRITY RELATIONSHIPS Pop Culture

.97x

2.7x

22x

1.4x

“and “Project Show Us.” • Dove can utilize these interests and lifestyle patterns to formulate their messaging, improve their advertising and targeting.

Style & Fashion

1.5x

2.1x

more likely to discuss topic than general population

TOP LINGUISTIC TOPICS

GEOGR APHY

12 35 25 27 %

Midwest

%

Northeast

%

South

%

West

COMPETITIVE BRAND SCORECARD

Dove beats other beauty brand leaders in driving conversation, while competitor Neutrogena maintains a strong online brand presence Dove has managed to increase consumers’ love for the brand over the course of many years. In order to maintain and even grow their impact, they need to monitor successful competitors like Neutrogena in order to effectively compete for consumer attention online.

Query Posts Positivity

Definition Total number of posts online about the brand % of positive conversations about the brand

Dove

Pantene

Neutrogena

L’Oreal

Garnier

Winner

24,675

9, 714

17,808

20,277

16,092

Dove

89%

89%

93%

93%

93%

Neutrogena

Quality

% of people positively talking about the quality of products from this brand

8%

5%

12%

4%

8%

Neutrogena

Purchase Intent

% of people talking about their intent to purchase from this brand

2%

4%

6%

2%

6%

Neutrogena

Health

% of people talking about health and the brand

5%

9%

10%

3%

8%

Neutrogena

% of people talking about attraction, interest or desire towards the brand

18%

10%

17%

15%

20%

Garnier

Attraction

INFEGY

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Ogilvy + Dove Summary 1

2

Dove has a passionate fan base that

Did a campaign targeting Gen Z

voices their love for the brand.

succeed? Audience segmentation data shows some missed opportunities.

Social listening analysis of Dove’s audiences provides opportunity for their agencies like Ogilvy

3 The Dove audience is highly engaged, with a 79% positive sentiment. But it still trails L’Oreal in top beauty and grooming brands for consumer share of voice.

4 The Dove audience persona is filled with fashionistas and foodies, and they make around $61K per year.

INFEGY

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2

Grey + Gillette

C A M PA I G N S P O T L I G H T

THE BEST MEN CAN BE

Gillette drives mixed reactions online after calling out ‘toxic masculinity’ in viral ad campaign

Gillette challenges masculine culture, receives mixed reviews Gillette’s polarizing “The Best That Men Can Be” campaign that aired the week of the Super Bowl challenged ‘toxic masculinity’, calling for men to stand up for positive values.

Sentiment analysis shows Gillette’s ‘The Best Men Can Be’ campaign had 61% positive reaction from audiences. The ad led different consumers to both cheer and boycott the brand.

Sentiment

Sentiment towards Gillette by Audience Segment

While many consumers agreed with the message, many others - mostly men - took offense to the statement. They interpreted the call-to-action as stereotyping and accusatory. INFEGY

13 // 34

MARKET OVERVIEW

DEEP DIVE

Gillette’s online share-of-voice lags behind D2C razor newcomer Harry’s

Who was the most talked about competitor around Best Men Can Be?

Over the last year, consumers talked more about Gillette than most other popular razor brands, taking second only to Harry’s, the relatively young D2C razor company.

which of their competitors consumers talk most

375K

Prior to “The Best That Men Can Be,” Gillette share-ofvoice lags behind that of D2C newcomer, Harry’s.

Online Posts

250K

125K

about - and could have seen who was most talked about around the launch of Gillette’s viral campaign. The same week Gillette’s campaign

M O N T H LY S O C I A L V O L U M E F O R G I L L E T T E AND COMPETITORS

500K

With social listening, Gillette and Grey could see

aired, consumers talked most about Dollar Shave Club.

Gillette’s polarizing “The Best That Men Can Be” campaign launched in January of 2019, generating over half a million posts in a single day.

0 5 / 2018

4 / 2019

INFEGY

14 // 34

C A M PA I G N S P O T L I G H T

Grey’s “The Best A Man Can Be” created opportunity with older generations and was received more positively by women than men In general, men tended to speak less positively about Gillette and their ad than women did, and younger generations tended to discuss it less positively than older generations.

DEEP DIVE

Emotions differences by audience: Gen X women and Millennial men When discussing Gillette’s campaign, Millennial men were more likely than Gen X women to express anger, hate and disgust. Gen X women expressed more trust, love and joy towards the ad. MILLENIAL MEN VS GEN X WOMEN

% of Positive Sentiment - Online Posts

P OS ITI V E S EN TIMEN T TOWA R DS GIL L E T T E BY G E N D E R + G E N E R AT I O N 60%

45%

30%

15%

0

INFEGY

15 // 34

PERSONA

Gillette’s sportsloving men • Gillette skews male, with audiences having $63k in household income and $26k in

38

BUYING POWER

VOICE + SENTIMENT

62

%

% FEMALE

FEMALE SENTIMENT

HOUSEHOLD INCOME MALE

55

POSITIVE

MALE SENTIMENT

%

%

47

NEGATIVE POSITIVE

and sports - specifically, football - the most. Some of the top words used by these audiences are “commercial,” “razor,” “love” and “products.” • Gillette and their agency, Grey, can utilize

%

NEGATIVE

disposable income. • Gillette fans discuss TV, pop culture, politics,

+$4,751 +$2,489 Over mean of $58,018

Over mean of $23,726

TOP INTERESTS

71

%

18

%

15

%

13

%

8

6

%

%

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

POP CULTURE

POLITICS

FOOD & DRINK

SPORTS

AMERICAN FOOTBALL

DATING

Pop Culture

News & Politics

Food & Drink

Sports

Sports

Family & Relationships

1.8x

5.1x

1.8x

2.1x

7.1x

.80x

more likely to discuss topic than general population

these interests and lifestyle patterns to formulate their messaging and to improve

23k

58k

$

$

45 53

%

DISPOSABLE INCOME

GEOGR APHY

TOP LINGUISTIC TOPICS

their advertising and targeting.

21 29 23 27 %

Midwest

%

Northeast

%

South

%

West

COMPETITIVE BRAND SCORECARD

While Gillette dominates share-of-voice, Harry’s wins when it comes to quality and mentions of purchase The incumbent razor giant controls share-of-voice in the personal grooming space - however social listening shows that newer brands and D2C companies like Harry’s can still compete against the razor giant.

Gillette

Schick

Harry’s

Dollar Shave Club

458,832

55,442

26,865

17,373

Gillette

74%

86%

81%

80%

Schick

% of people talking about a purchase they made from this brand

18%

16%

25%

15%

Harry’s

Purchase Intent

% of people talking about their intent to purchase from this brand

5%

4%

5%

2%

Gillette

Cost

% of people talking about cost and the product or brand

13%

36%

12%

45%

Dollar Shave Club

% of people positively talking about the quality of products from this brand

5%

5%

11%

3%

Harry’s

Query Posts Positivity Acquisition

Quality

Definition Total number of posts online about the brand % of positive conversations about the brand

Winner

INFEGY

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Gray + Gillette Summary 1

2

Here’s what agencies like Grey can learn about their brands like Gillette using social listening

3

4

Gillette’s viral ad challenging

Gillette trails D2C competitor Harry’s

Gillette increased their brand favorability

Gillette is a leading shaving brand

masculinity stigmas polarized

in online conversations. However, the

from older generations, while also

amongst men, with audiences having

audiences, being met with 61% positive

brand peaked in conversation following

garnering more positive sentiment from

$61k in household income and $21k

sentiment, but also a passionate group

their viral ad campaign.

women.

in disposable income. Outside of their

of detractors.

viral ad last year, Gillette appears to align their brand well with their target audience.

INFEGY

18 // 34

3

Giant Spoon

  • Game of Thrones INFEGY

19 // 34

C A M PA I G N S P O T L I G H T

DEEP DIVE

Turning a physical event into success: GoT + Red Cross drove consumer conversation The week after the activation at SXSW, consumers talked about the Red Cross and donating or giving blood at an increasing rate, which is one of the goals the agency hoped to achieve.

Game of Thrones (GoT) SXSW Activation Giant Spoon, HBO and the American Red Cross wanted participants to prepare for the upcoming war that unfolds in the final Game of Thrones season by ‘stocking’ blood for those metaphorically ‘wounded’ or in need after battle. Our data shows that Giant Spoon achieved its goal of spreading awareness for the non-profit: following

S W S X : R E D C R O S S B L O O D D O N AT I O N + GAME OF THRONES

5K

a spike in conversations about the event itself, consumers talked more about donating and the Red Cross than at any other point in the prior fifteen weeks.

4K

Online Posts

3K

Consumers spoke more about the Red Cross and donating or giving blood in the few weeks after SXSW than any other time in the last 6 months.

2K

1K

0

12 / 2018

4 / 2019 INFEGY

20 // 34

MARKET OVERVIEW

DEEP DIVE

GoT dominates in streaming show share-ofvoice before final season Leading up to the premier of its final season, consumers far and away talked most about Game of Thrones online when compared to other series. This shows that, despite popular series elsewhere, HBO has reached new heights with a TV series and driven passionate conversations all over the web. M O N T H LY P O S T V O L U M E B Y T O P STRE AMING SHOWS

2.25M

The topic of cancelling HBO has increased by more than 1000% over the past 12 months when consumers talk about Game of Thrones.

The final season of HBO’s hit Game of Thrones premiered on April 14, 2019, generating millions of posts about the show. “ C A N C E L L I N G H B O ” C O N V E R S AT I O N S

1.5M Online Posts

Consumers talk about ditching HBO after GoT

750K

0 4/1/2011

4/14/2019

INFEGY

21 // 34

INSIGHT

DEEP DIVE

Fear and sadness increased through season 8, according to emotional analysis Throughout the emotional roller coaster of season 8, consumers expressed more and more fear and sadness online week-over-week, while emotions like joy, trust and love dropped.

Millennials most passionate for ‘Thrones’ Over the last year, our data shows that Millennials and Gen X were the most passionate for ‘Thrones’. This could present opportunities for the show’s creators to continue to connect with this generation with merchandise and other opportunities even after the final season.

EMOTION EXPRESSED ABOUT GOT BY EPISODE

Emotions in Online Posts

22.5%

15%

7.5%

0

PA S S I O N B Y G E N E R AT I O N

Agencies and studios armed with social listening tools can detect upward trends in sentiment or emotions towards their brands or shows. In doing so, they can dig deeper into consumers’ conversations to learn more about what’s driving those changes.

INFEGY

22 // 34

PERSONA

Game of Thrones’ sports and food fans

45

55

%

% FEMALE

FEMALE SENTIMENT

HOUSEHOLD INCOME

MALE

POSITIVE

DISPOSABLE INCOME

24k

59k

$

$ MALE SENTIMENT

%

27 72

%

73

BUYING POWER

VOICE + SENTIMENT

%

28

NEGATIVE POSITIVE

%

NEGATIVE

+$6,147

+$2,412

Over mean of $59,414

Over mean of $23,650

• Game of Thrones’ sports and food fans skew TOP INTERESTS

male, with audiences having $65k in household income and $26k in disposable income. • Game of Thrones’ sports and food fans discuss pop culture, concerts, sports and food the most. Some of the top words used by these audiences are “Season 8,” “episode,” “Arya” and “Jon Snow.” • Knowing who the typical fan or consumer of specific shows are can help agencies

58

%

21

%

11

%

9

%

8

8

%

%

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

POP CULTURE

CONCERTS & MUSIC EVENTS

SPORTS

FOOD & DRINK

GOSPEL MUSIC

HIP HOP MUSIC

Pop Culture

Events & Attractions

Sports

Food & Drink

Music & Audio

Music & Audio

1.4x

1.4x

1.8x

1.1x

.97x

1.3x

more likely to discuss topic than general population

GEOGR APHY

TOP LINGUISTIC TOPICS

and streaming services with their ad and programming strategies, allowing them to market their shows more effectively.

17 31 25 27 %

Midwest

%

Northeast

%

South

%

West

COMPETITIVE BRAND SCORECARD

Final Game of Thrones season makes it the leader in share-of-voice online There is virtually no show that drove more conversation than Game of Thrones. But what about other conversational metrics that are important for streaming services and their agency teams to look at? Ratings, reviews and share of voice aren’t the only data points to pay attention to. Here’s how Game of Thrones compares to other popular programing.

Stranger Things

Handmaid’s Tale

Game of Thrones

6,426,426

3,515,048

36,754,287

Game Of Thrones

80%

64%

74%

Stranger Things

Intent to View

% of people talking about their intent to watch this show

3.30%

3%

3.20%

Game Of Thrones

Fear

% of people talking about the show and expressing fear

5%

7%

5%

Handmaid’s Tale

Creativity

% of people talking about creativity and the show

2%

2%

1%

Stranger Things

Brand Health Metric Posts Positivity

Definition Total number of posts online about the brand % of positive conversations about the brand

Winner

INFEGY

24 // 34

Giant Spoon + HBO Summary 1

2

Game of Thrones is, unsurprisingly,

Game of Thrones’ popularity was the

the most talked about series to air this

lynchpin of a successful activation at

year. However, social listening data

SXSW festival for Giant Spoon, where

shows the different conversational

the HBO partnership with the Red

topics, emotions and themes of global

Cross drove conversations about blood

audiences.

donations.

Here’s what Giant Spoon and HBO can take away from social listening insights

3 Game of Thrones’ typical audience skews male, make $65K, and are highly interested in sports, politics, music and fashion. Looking at audience qualities like this helps brands and agencies attract and market to the right viewers.

4 Game of Thrones was the most discussed show when compared to other popular programs, but lost to shows like Handmaid’s Tale and Stranger Things on positive sentiment and intent to view.

INFEGY

25 // 34

4

TBWA\ Chiat\Day

  • 1 Love Foundation

INSIGHT

DEEP DIVE

#lovebetter drove online conversations about healthy relationships

Campaign Description

TBWA’s campaign succeeded in driving conversations from consumers online about healthy and unhealthy relationships.

teach people how to create and maintain healthy

1 Love Foundation, “an organization dedicated to teaching young people the signs of domestic abuse”*, launched their #LoveBetter campaign to relationships.

1 L O V E F O U N D AT I O N A N D # L O V E B E T T E R C O N V E R S AT I O N

One-Love Chocolate Campaign: This Isn’t Just a Normal Box of Candy — It Teaches a Lesson About Toxic Relationships.

Emotions in Online Posts

2.2K

1.5K

750

0 6/1/2018

4/28/2019

INFEGY

27 // 34

C A M PA I G N S P O T L I G H T

DEEP DIVE

#lovebetter campaign engages consumers of all ages - and got more men talking about the cause

#LoveBetter campaign inspires men and women to take the pledge

Although women talk more about the 1 Love Foundation as a whole, the #lovebetter campaign got more men talking about the foundation’s cause. The campaign also succeeded in engaging consumers of all ages.

promotes. Men and women were equally likely to

A portion of consumers talking about the

#lovebetter campaign also pledged on social channels to commit to the values the campaign share their pledge online.

#lovebetter pledgers

INFEGY

28 // 34

PERSONA

1 Love Foundation fans: college sports and politics • 1 Love Foundation fans skew female, with audiences having $61k in household income and $24k in disposable income. • 1 Love Foundation fans discuss sports, pop culture, fashion and dating the most. Some of the top words used by these audiences are

59

BUYING POWER

VOICE + SENTIMENT

41

%

% FEMALE

FEMALE SENTIMENT

%

91

HOUSEHOLD INCOME

MALE

57k

$

DISPOSABLE INCOME

22k

$

MALE SENTIMENT

%

9 92 %

POSITIVE

NEGATIVE

8

POSITIVE

%

NEGATIVE

+$4,091 +$1,262 Over mean of $57,358

Over mean of $22,499

TOP INTERESTS

24

%

22

%

16

%

15

%

11

%

9

%

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

of people are most likely interested in:

SPORTS

POP CULTURE

WOMEN’S FASHION

DATING

LACROSSE

Sports

Pop Culture

Style & Fashion

Family & Relationships

CELEBRITY RELATIONSHIPS Pop Culture

3.9x

.54x

3.9x

2x

1.9x

Sports

141x

more likely to discuss topic than general population

“help,” “healthy relationships” and “support.” • Businesses, brands and agencies can utilize these interests and lifestyle patterns to formulate their messaging, improve their advertising and targeting.

TOP LINGUISTIC TOPICS

GEOGR APHY

Top States

Virginia Maryland Massachusetts New York Connecticut

Engagement Score

100 63 61 56 39

TBWA\Chiat\Day + 1 Love Foundation Summary 1 The 1 Love Foundation’s recent

#LoveBetter campaign succeeded in driving awareness, as measured by consumers’ conversations about the campaign online.

2

What impact did the

#LoveBetter campaign have online?

3

#LoveBetter inspired both men

1 Love Foundation engages a primarily

and women to pledge for healthier

female audience, having $52k in

relationships.

household income and $27k in disposable income. Most are interested

4 The top words used by these audiences are help, healthy relationships and support.

in soccer, football, politics, books, television and college.

INFEGY

30 // 34

Conclusion Top ad agencies, as well as in-house brand teams and enterprises, must reach their target audiences with messaging and content that resonates to win for their clients. These agencies need insight into their target audiences to ensure optimum performance of their marketing and advertising efforts - insight that can be hard to come by without listening closely. How can agencies better understand their audiences to more effectively engage with them and to drive business results? Social listening reveals how consumers have engaged with your latest marketing and advertising efforts, who your messaging truly resonated with

  • perhaps unexpectedly - as well as what their interests and desires are.

To recap, this report detailed numerous ways in which agencies, brands and enterprises can leverage social data, including the following:

1 2

Analyze consumers’ changing behaviors and attitudes towards your brand or business.

See if your most recent campaign generated the buzz you wanted across the web - and learn who engaged most with your content to identify your next opportunity.

3

Understand brand health and how you compare to competitors, as measured from real consumer conversations.

4

Identify and prepare for impending trends that may impact your or your client’s business.

5

Monitor if and when your competitors are gaining ground and market share, and who you need to reach to compete more effectively. INFEGY

31 // 34

Methodology The featured data is derived from the social listening insights available in Infegy Atlas since 2007. The primary query date range for this report is 4/30/2018 to 4/30/2019. Data was pulled using research within the platform using the brand conversations in our database. The conversational data includes content pulled from: • • • • • • •

Social media channels Blogs and user-created articles News publications Forums Review sites Commentsa Other online channels where users discuss the related topics

The featured audience segments were chosen for further analysis based on industry trends as well as top themes and interests in our proprietary database.

• ‘Kelly Rowland and Dove Team Up for “Crown,” an Anti-Bullying Anthem About Loving Your Hair,’ https://www.allure.com/story/kelly-rowland-crowndove-love-your-hair-video, 2019-02-06 • ‘#LoveBetter Campaign Overview, TBWA\Chiat\Day New York,’ https://tbwa.com/work/lovebetter • ‘To Enter Westeros, SXSW Attendees Must Bleed: Go Inside Giant Spoon’s Game of Thrones Experience,’ https://www.adweek.com/brand-marketing/ inside-giant-spoons-life-saving-game-of-thrones-sxsw-experience/, 2019-03-08 • ‘American Red Cross and HBO Bleed #ForTheThrone Partnership, Offering a Chance to Win a Game of Thrones Iron Throne,’ https://www.redcross. org/about-us/news-and-events/press-release/2019/american-red-cross-and-hbo-bleed-forthethrone-partnership.html, 2019-04-01 • ‘Game of Thrones’ spectacle of sacrifice transfuses relevance to the Red Cross at SXSW,’ https://www.thedrum.com/news/2019/03/10/gamethrones-spectacle-sacrifice-transfuses-relevance-the-red-cross-sxsw, 2019-03-10 • ‘Don’t Blame My Toxic Masculinity for Gillette’s Woes,’ https://www.barrons.com/articles/gillette-procter-gamble-earnings-51556117984, 2019-04-25 • ‘P&G SAYS GILLETTE AD HASN’T AFFECTED SALES YET, INCLUDING AT SHAVE CLUB,’ https://adage.com/article/cmo-strategy/gillette-ad-affectedsales/316343?mod=article_inline, 2019-01-23 • ‘Dove’s New Project Shows Women and Non-Binary Individuals Shattering Unrealistic Beauty Standards,’ https://www.marieclaire.com/beauty/ g27052398/dove-project-show-us/, 2019-04-05 • ‘Viral Dove Campaign Becomes Most Watched Ad Ever,’ https://mashable.com/2013/05/20/dove-ad-most-watche/, 2013-05-20

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Get results. Choose the best technology. Beyond volume and sentiment, Infegy Atlas helps researchers get to the heart of what consumers think and discuss, and how they feel about topics and brands through nearly instant analysis of millions of social conversations.

results you can trust

flexibility

93% sentiment accuracy and 97% recall — backed by the largest validation test ever published in the industry.

Unlimited search queries and data access going back all the way through 2007, allowing you to perform more research and pivot more quickly.

audience segmentation

context

Default and customizable audience segments that enable users to create social media focus groups to perform more targeted research and deeper discovery.

Deeply understand complex nuances, including emotions like trust and themes such as purchase intent, automatically.

event detection

speed

Sophisticated statistical analysis of more than 125 metrics that highlights the key drivers within conversations and identifies the most important events.

Through the API or the UI, return advanced contextual analysis within seconds of hitting submit.

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Infegy is the leading SaaS data analytics company that helps global agencies and enterprise partners understand their consumers to make more informed business decisions. Our cloud-based social media intelligence platform, Infegy Atlas, is powered by Infegy’s best-in-class Natural Language Processing and machine learning technology to provide real-time insights leveraging social media data from the more than 400+ million sources.

With a focus on translating the voice of the consumer into actionable intelligence, Infegy Atlas has been utilized to determine what moms think about sugar content in breakfast cereals, what drives sales for nail polish, and if the PlayStation 4 will outsell the Xbox One. Ready to see the software used to create this report in action? Get a personalized demo of Infegy Atlas.

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