CLIENT COMPANY

We helped a multinational fashion company, a manufacturer of bags and luggage, understand how consumers perceived the latest marketing campaign launched and the Brand’s new testimonial. Specifically, we conducted an analysis of the Brand’s reputation and the communication strategies adopted, through listening to the network.

STARTING OBJECTIVES

In particular, the client’s interest was to understand whether or not the TV advertising campaign with the new testimonial was being successful.

Therefore, he contacted us to study and investigate through research this very topic. Specifically, the company wanted to know, beyond the results on social accounts:

  • What did the people of the web say and think about the advertising campaign and testimonial?
  • What was the sentiment?

MARKET RESEARCH AND COLLECTED DATA

Therefore, we set up the research with the purpose of listening to the network to understand what users really thought about the company’s topics of interest.

Through social listening tools, in fact, it was possible to collect several mentions related to the brand, the advertising campaign and the Brand’s new testimonial over the previous 30 days.

Our agents, therefore, very precisely monitored the sentiment of each collected mention and were able to identify a bias among users.

RESULTS OBTAINED FROM REPUTATION ANALYSIS

To conclude: the survey helped the company to better understand the thinking of users and its customers.

In addition, it brought to light a highly polarized sentiment, helping the brand to evaluate the results across the board and keep criticism in check.