How to Use Public Data in Your Creative Planning Process?

Everything is a remix. The challenge of future campaigns will be to create a process to continuously find relevant cultural pieces to build campaigns that will resonate with your target audiences. Creative output is a remix of other people’s pieces that created the foundation that we can grow on. The goal is not simply to track hat happens with the creative output, but also to be inspired by others and generate relevant key performance indicators. Therefore, stakeholders need to be able to identify the key events that were triggered by the communication as well as identify the author who started the conversation, the original source of the communication, and how it spread across media channels.

This article provides insights on how to evaluate, define and measure KPIs in a creative and publishing environment. It showcases how thjnk, one of Europe’s leading creative agencies, uses Ubermetrics’s media intelligence tool in their creative processes to gain insights that matter.

Stage 1: Desk Research

“Analysis of brands, markets & targets”

Every minute, massive amounts of information are produced. Instead of using endless working hours trying to understand the market while only capturing a very small picture at a certain point in time, monitoring helps us understand the bigger picture over a longer period of time. The first step when using a media intelligence tool is to define brand relevant filters, enabling the collection of high-quality data from a variety of public information streams. The goal is to understand what the target audience is saying about the brand, what topics they’re currently talking about and to identify the problems they are facing.

Case Study edding L.A.Q.U.E.

Edding case study

In 2015, one of Germany’s most well-known brands for markers, office and art supplies – edding – entered an industry that was completely new to them: cosmetics. When the creative agency thjnk started working on a content strategy for edding’s brand new nail polish “edding L.A.Q.U.E.,” the insights gained through collecting and analyzing conversational data about the nail polish market as a whole, as well as the competition edding was about to face, were extremely valuable. Consumers are not just looking for a beauty product, they also want to have long-lasting results and a personal fashion statement they can rely on, after a hard day’s work. Fortunately, long-lasting, high-quality colors are edding’s specialty.

Stage 2: Strategy

“Create winning strategies”

Based on the data gathered in Stage 1, the creative team has a great deal of valuable data from which to derive a differentiation strategy and find inspiration for creative springboards. Relevant questions to be answered in this stage of the creative process include: What is the current brand status? How is my target group communicating? What is my target group interested in?

Monitoring tools provide a wide range of analytical features that help to identify the golden nuggets. A virality analysis can be used as a filter to rank mentions based on the number of interactions they received. To obtain Virality Score, each link, comment, and retweet of a single mention is counted– the more interactions a mention receives, the higher its virality score, and hence, the more relevant it is. By following these relevant conversations, the market needs and interests can be understood and used to develop ideas for future marketing and PR strategies. Finally, the author analysis identifies experts and opinion leaders in topic areas. The sentiment analysis feature monitors changes in tonality and detects dissatisfaction among customers to evaluate the target group’s attitude and opinions.

Stage 3: Channel & Communication planning

“Achieve maximum exposure”

A great idea needs to get the maximum attention from your target group. To win this, you need to identify the most important communication channels. Additionally, you need to understand which channels your competitors are using. Next, analyze previous campaigns to understand past performance with respect to media coverage, reach, and target audience engagement. Two major analytical features in Delta provide insights to optimize the channel planning process: media segment analysis and author analysis.

With the help of media analysis, you can choose a project and analyze the number of mentions for this topic on different channels. By identifying the channels that are used the most by your target group, you can optimize your media mix and increase the reach and visibility of your campaign.

Next, a prominent multiplier increases campaign efficiency. Not every influencer is a prominent multiplier on every channel. The author analysis provides the details needed to understand which author is a key influencer for a certain topic in a specific channel.

Case Study edding L.A.Q.U.E.

In preparation for the nationwide launch campaign in 2015, thjnk used media monitoring to identify influencers that would help spread the news of a new player in the nail polish segment. Based on their analysis of the most active and viral users talking about nail polish, thjnk identified several influencers, who were already well-known experts in the beauty segment and some of them even specialists just in nail polish. Additionally, they found out that not only Instagram but also Blogs were highly relevant to their target group. They combined these findings to reach their target group, namely women who have both feet on the ground, who have limited time when it comes to rituals and are longing for a quick, easy and long-lasting solution they can depend on. Finally, they started a hashtag challenge #POWERstattpüppchen (= “P.O.W.E.R not princess”), asking their target group what differentiated them from a stereotypical “princess.”

Stage 4: Implementation

“Adapt your strategy”

Your campaign is ready to be launched. Once implemented, it is important to track the virality and sentiment and adapt your campaign if necessary. For example, take the results from the virality analysis to discover how well you chose your channels and whether or not you missed out on channels that seem to receive a high buzz from your target group.

Case Study edding L.A.Q.U.E.

During our edding L.A.Q.U.E. hashtag challenge, users were enthusiastically adding their own voices and content to the conversation, showing the world what made them the women they are proud of. Tracking the sentiment of all conversations about the product enabled the agency to appreciate the positive impact the challenge had on how people were talking about it, and at the same time keep an eye on potential negative peaks.

Stage 5: Controlling

“Measure success”

To prove your success and convince your client you did a great job, it is time to measure performance. Avoid spending too much time on this with manual evaluations. Take the data you gathered throughout the campaign and run extensive analytics against this data to answer questions such as:
• How successful was the campaign?
• What did it achieve? (KPIs)
• How was the campaign distribution?
• What worked and how?
• What did it achieve compared to the competition?

Several features in media monitoring tools that help you answer these questions are mentions as time passed, most used media segments, and analyses of the most viral mentions and their spread over media segments. Take these insights as a lesson for future campaigns, and adapt your content and channel strategy accordingly.

Case Study edding L.A.Q.U.E.

Through a data-based creative strategy, the launch campaign for edding L.A.Q.U.E. proved to be a big success for a completely new, yet comparatively small player in the market, reaching over 1 million people within the target group over only a few weeks and building lasting relationships with influencers. Additionally, more influencers were now talking about edding L.A.Q.U.E. – whom the agency can now easily identify and contact for their next campaign. And most importantly, the product delivered and the message stuck with the target group.

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