masterclass 2015: how myclever™ agency used brandwatch to track celebrity big brother

intro slide

*BluefinLabs 2014

Maximise the

sponsorship opportunity

Our Job

• 3+ million real time

viewers nightly

• Ensure Gumtree is

part of the show, not

‘butting in’

• Increase engagement

and reach from unique

content

Unpredictable & controversialStakeholders & sign off

Extreme timings Add value

Minute-by-minute charting

• Unique content

• Established Gumtree as experts

• Increased reach

Resulted in:

Not only did we monitor sentiment but also

used Brandwatch to predict the order that the

finalists left the house!

We were BANG ON!

It enabled us to prepare and create unique

content in advance to push out during the live

show.

Knowing that Calum Best wasn’t likely to win, myclever

created bespoke graphics to tweet, to great success!

RT’s: 123

Favourites: 345

Replies: 7

Impressions: 481,035

We even got RT’d by the man himself!

Threshold and Regular

Alerts

x20 more

website

referrals

x15 more

Gumtree

blog visits

32,000,000

organic

brand

impressions

Over 3,000

tweets

‘in the

moment’

Share of

voice

increase

Brand

mentions

doubled

+22%

positive

sentiment

change

Some of Gumtree’s Best Bits

“myclever Agency played a valuable role in bringing our

sponsorship of Celebrity Big Brother to life.

They came to us with big ideas and executed them brilliantly. They

tracked big data across the social web to measure the popularity

of the Housemates.

But undoubtedly their biggest achievement was watching every

minute of the show, and live-tweeting along with thousands of

superfans, delivering over 32m organic impressions overall and

gaining massive reach for our brand association.”

Sam Diamond,

Head of Brand, Gumtree

1. Involve Brandwatch as soon as possible

2. Optimise queries

3. Use Datawrapper for speed

4. Share social data to the wider team

5. Promote across all platforms

6. Engage with new audiences

Thanks/Questions@mycleveragency

#BrandwatchTips