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Use Canvs to Leverage emotions across platforms to inform promotional strategies

A premium cable network wanted to understand how fans felt about an official trailer of its top priority show that previewed moments from its Season 6 premiere and was published on YouTube. Using Canvs, the cable network was able to import comments made to videos and analyze it for emotional nuances expressed by viewers. With Canvs insights, the premium cable network was able to measure performance of its trailer to inform paid off-channel strategies.


Key findings AT A GLANCE

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8 out of the top 10 drivers of emotional conversation were characters.

Only 1% of all emotional conversation specifically mentioned the premium cable network.

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Dislike conversation was primarily driven by the background song used in the trailer.

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The trailer inspired the most Emotional Reactions between the hours of 3 and 8PM.


Introduction-Icon

INTRODUCTION

Off-channel advertising investments can be an arduous task. While most media buys are made based off educated demographic information, it can be difficult to determine how deeply certain spots will resonate with an audience. While it’s becoming more commonplace to launch spots on social media before they appear off-channel as part of a larger spend, most media buyers are still making uninformed decisions based off these pre-launches. With Canvs, a network is able to determine how audiences are Emotionally Reacting to a particular spot so network executives are informed on what other networks and TV shows are the most strategic investment based on emotions.


Objectives Icon

Objectives

  • Understand the emotional breakdown of conversation made to videos posted on owned YouTube channels
  • Determine top drivers of emotional conversation, as well as overall brand mentions
  • Identify strengths and weaknesses of the promoted content to inform similar initiatives made in the future
Methodology-Icon

Methodology

  • Import YouTube comments made to the official Season 6 trailer of the premium cable’s top priority show
  • Analyze comment conversation within Canvs to gage the emotional resonance expressed by viewers
  • Gather insights around the trailer’s performance to inform larger paid off-channel strategies

Key Findings Icon

KEY FINDINGS

  • 8 out of the top 10 drivers of emotional conversation were characters. Due to the host of characters within the show, Canvs data confirms viewers’ emotional investment in popular characters and their overarching narratives.
     
  • Only 1% of all emotional conversation specifically mentioned the premium cable network. With viewers’ affinities more directed at characters, this suggests that viewers are more enthralled with the fate of the show’s characters and teaser plots that it completely overshadows the network’s presence.
  • Dislike conversation was primarily driven by the background song used in the trailer. Many viewers went as far as to comment on how the music “completely ruined” the experience of watching the trailer. This suggests that viewers’ are so emotionally invested in the content that their experiences are heightened or distracted by all of the components of the trailer.
     
  • The trailer saw the largest drive of Emotional Reactions between the hours of 3PM (when the video was uploaded) and 8PM. Within that time frame, excited (31%) and love (29%) saw the highest share in the breakdown of emotional conversation. From 8PM to 1:30PM the next day, emotional conversation dropped by 66%, suggesting that the premium network capitalize on emotional conversation being generated immediately after publishing of video.

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