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UsE Reactions to measure THE
effectiveness of integrated brand campaigns

Representing a major alcohol brand, a major media agency employed Canvs to analyze the effectiveness of their client’s integration in the 2015 Kentucky Derby. The major media agency sought to understand the potential emotionality behind the Twitter TV mentions surrounding the integration and the integration’s relationship to the overall race.

Key findings AT A GLANCE

Ribbon

The major alcohol brand drove the second most Tweets and Reactions among all brands that sponsored the Kentucky Derby, second only to the network that aired the race.

44%

At 44%, excited was the primary emotion associated with the major alcohol brand during the race.

24%

24% of Reactions associated the major alcohol brand with Mint Juleps, the official Derby drink. 


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INTRODUCTION

Brand integrations and sponsorships are tricky when it comes to uncovering qualitative insight for clients. 
Surveys are slow and costly. Potential impressions, as an earned or owned metric tied to integration, are certainly valuable quantitatively but lack context for how people truly feel about the brand’s involvement. For these reasons, media agencies can utilize Canvs.TV to explore audience resonance associated with sponsorships of tent pole events. 


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OBJECTIVES

Provide compelling substantiation for a TV investment by pointing to emotional Social TV performance for a specific telecast. Did the investment live up to expectations or perform at par with similar or historical events? 

Zero in on sponsorship Reactions to the telecast and dive deep into emotional and topical drivers. Did the brand and activation elements surface above general airing Reactions from Social TV viewers? 

Compare the brand’s emotional performance during the telecast to that of other sponsors fighting for audience attention. What was the brand’s emotional share of voice? 


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METHODOLOGY

To assess Social TV performance for the broadcast at large, we looked at Total Reaction volume, total Reaction Rate, and the core emotions that surfaced within plus and minus three hours from the linear airtime window. Results were compared to last year’s airing of the same telecast and similar media moments for additional context. 

To zero in on sponsorship Reactions that live within total airtime Reactions, we queried the search bar with a Boolean string reflective of various iterations of the brand’s name, including misspellings and various iterations of relevant brand-related terms. 

To assess sponsor share of voice, we compared the brand Reactions during the telecast against Reactions for every other brand sponsor of this specific telecast. The analysis determined how the brand emotionally differed from other brands and in the overall level of discussion. As a control, Reactions for each brand integration was compared to the telecast Reactions at large.


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KEY FINDINGS

Among the brands that sponsored the Kentucky Derby, the major alcohol brand drove 236% more mentions than the brand sponsor average. This was the second highest among all sponsors, second only to the network that aired the race. The major alcohol brand’s deep branded integration with this tent pole event was particularly effective as they helped generate organic Reactions among fans. They also associated the brand with the excitement and enthusiasm of the race. 

At 44%, excited Reactions drove was the largest share of voice surrounding the major alcohol brand. Excited Reactions spiked during the major alcohol brand’s race, another race on Derby day. This was 36% higher than the race overall, and 27% higher than the average among the branded discussion. These trends suggest that the major alcohol brand’s deep integration strategy was highly effective in generating organic discussion of the brand in the context of the race.

Twenty-four percent (24%) of Reactions associated the major alcohol brand with Mint Juleps, the official Derby drink. Reactions to the brand within this discussion predominantly fell within love and good (39% and 26% respectively), driven by Twitter users talking about how they enjoyed the major alcohol brand in their Mint Juleps. A small minority of people expressed hate (7% of Reactions), but primarily because they felt the major alcohol brand was “good on its own.” The major alcohol brand’s close association with the Mint Julep suggests that this sponsorship was highly effective in aligning the brand with the race’s traditions.


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IMPLICATIONS

Tent pole sponsorships and big brand integrations rarely reach the same scale of social engagement as the actual event they are investing in. Pepsi, the VMA sponsor, for instance, will never drive more Twitter TV Reactions than the VMA airing itself. Scale aside, utilizing Canvs.TV to dive into the event’s Reactions provides an alternate way into sponsorship effectiveness insight and post-event reporting. It gives a real and reliable voice to the brand’s involvement with the event because it is based on authentic audience opinion.


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