lucozade sport 2013 advert campaign

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PROPRIETARY & CONFIDENTIA © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED COMPANY & TECHNOLOGY OVERVIEW CONSUMER PACKAGED GOODS

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Develop a framework for evaluating product use and advertising effectiveness by analysing the online conversations surrounding the January 2013 advert and the Lucozade brand over an 8-month period.

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  • 1. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. COMPANY & TECHNOLOGY OVERVIEW CONSUMER PACKAGED GOODS
  • 2. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. FIRM: GlaxoSmithKline; Lucozade Sport BUSINESS QUESTIONS: (1) How did consumers react to Lucozade Sports Last Man Standing campaign? (2) What was the impact on the Lucozade brand? METHOD: Develop a framework for evaluating product use and advertising effectiveness by analysing the online conversations surrounding the January 2013 advert and the Lucozade brand over an 8-month period. CASE STUDY: ADVERTISING EFFECTIVENESS
  • 3. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. FINDINGS: A. 80% of Lucozade Sport conversation represents product engagement 29%discuss consuming Lucozade to increase productivity, while 17% cite social uses of the energy drink B. Interestingly, consumers reveal use and perception of Lucozade as a cold and hangover remedy (15%) C. Major criticism of Lucozade surrounds product taste (10%) LucozadeSport:BrandBaseline (7/1/121/3/13) 75,696Relevant Posts A B C A LUCOZADE SPORT: BRAND BASELINE
  • 4. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. FINDINGS: A. 80% of Lucozade Sport conversation represents product engagement 29%discuss consuming Lucozade to increase productivity, while 17% cite social uses of the energy drink B. Interestingly, consumers reveal unexpected use of Lucozade as a cold and hangover remedy (15%) C. Major criticism of Lucozade surrounds product taste (11%) LucozadeSport:BrandBaseline (7/1/121/3/13) 75,696Relevant Posts A B C A LUCOZADE SPORT: BRAND BASELINE nut I'm off to walk to Tescos I need lucozade, my throats killing me. -@loislegge Orange lucozade is perfect when you're ill/hungover -@mollybeatham
  • 5. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. LUCOZADE SPORT: LAST MAN STANDING
  • 6. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. LUCOZADE SPORT: LAST MAN STANDING A B LucozadeSport:LastManStanding (1/4/132/20/13) 587Relevant Posts FINDINGS: A. Despite low discussion volume, consumers direct opinion towards campaign messaging 55%say encouraging Lucozade consumption over water is misleading;only 26% agree with the claim B. Additionally, 2% of conversation draws conclusions based on the race of the ads characters A
  • 7. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. LUCOZADE SPORT: LAST MAN STANDING A B LucozadeSport:LastManStanding (1/4/132/20/13) 587Relevant Posts FINDINGS: A. Despite low discussion volume, consumers direct opinion towards campaign messaging 55%say encouraging Lucozade consumption over water is misleading;only 26% agree with the claim B. Additionally, 2% of conversation draws conclusions based on the race of the ads characters A Is the Lucozade advert really comparing Lucozade to water? Or is it proving the blackman is better than the whiteman? -@Joe_Williams_96 The new Lucozade ad is claiming that it's drinks hydrates you better than water.. What a load of bullocks. -@Roger_Da_Costa
  • 8. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. LUCOZADE SPORT: LAST MAN STANDING FINDINGS: A. Following the airing of Last Man Standing, we see shifts in dimensions of product engagement Proportion of chatter referencing productivity gains decreasedby 8% B. Ad messaging around improved hydration has directly impacted brand-level discussion Proportion of conversation citing healthbenefits of Lucozade increasedby 4% LucozadeSport:CampaignImpactonBrand (1/4/133/15/13) 29,412Relevant Posts B A
  • 9. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. TheCrimson Hexagon ForSight platform empowers CPGfirmstoanalyse categorical discussions, anddiscover howconsumers interact withproducts intheir dailylives CPGfirmscanthenevaluate theeffect ofnewadvertising campaignsandmessagingstrategies on consumerproduct useandbrand perception Interestingly, Lucozade wasrebranded as an energy drink in 1983toshift brand associations among consumers away from illness 18%ofconversationin2013revealsculturally-recognizedbenefitsofLucozadethatare notmarketed:coldrelief&hangoverremedy Despite polarising reactions to Last ManStanding, therealimpactemerges atthebrand level: moreconsumers are discussing thehealth benefits of Lucozade (18%)since earlyJanuary LUCOZADE SPORT: KEY TAKEAWAYS
  • 10. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Powered by patented technology developed at Harvard Universitys Institute for Quantitative Social Science, the Crimson Hexagon ForSight platform delivers the industrys most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, The United Nations, and many more. For more information go to: http://www.crimsonhexagon.com. CRIMSON HEXAGON