After winning a new account, agencies delve into their client’s industry to find out what consumers are saying and how they can develop effective advertising and marketing strategies. An agency demonstrates adaptability, awareness, and experience in the pitch. The second study in our Agency Social Revolution series examines the campaign lifecycle by looking at their new client, the industry, and the product to add value and strategic direction.
Part 2: Diving Deeper into Social Analytics
Agencies can build upon their initial research by dissecting their most interesting findings and transforming them into actionable strategies. This process of discovery is complex and may be approached from many different angles. An agency may decide to compare current advertising strategy with consumer conversation.
This installment of the Agency Social Revolution series will focus on Cover Girl’s Smoochies, a line of popular moisturizing lip balms. We will look at how Covergirl’s new agency could use social media analysis to conduct market research around the broader, unbranded lip makeup conversation and the profile of people who post about lip makeup. Understanding the product category and how a client’s product fits into the larger unbranded conversation empowers agencies to propose strategic campaign design to their new client with the aim of improving brand reputation and activating more consumers.
Over the past three months, roughly 3.3 million Tweets were written about lip care and 19K of these discussed Covergirl’s lip care products specifically. By sorting these posts into analyst-defined categories, an agency can turn lip care conversation into valuable advertising insights. They can identify their client’s share of the conversation and the topics of conversation that will serve as fertile ground for expanding the brand’s market share. For instance, themes such as products, qualities, and needs highlight a variety of different factors that contribute to the lip care conversation.
Agencies need to know which products are popular and how products’ popularity changes over time. We found that when consumers discuss products they need lip balm is the most popular product, followed by lip gloss. Interestingly, lip liner, lipstick, and lip stain follow well behind. This pattern is likely influenced by consumers bemoaning that they had lost or forgotten their favorite lip balm or lip gloss.
I lost my lip balm again need to buy new one.
— Hinari Murakami (@IAMhinari) September 20, 2013
Equipped with the knowledge that lip balm and lip gloss make up a large proportion of the conversation, agencies can continue to dig deeper by determining which qualities inspire the most conversation. Looking into the features that consumers look for in lip care, we find that shiny lip products are the most popular. In contrast, matte products are a far less popular topic of online conversation, making up only 5% of the total conversation.
Finally, it is vital to recognize why people are purchasing your client’s product. Data from the past three months highlights how summer activities and weather influence lip care. Sunburned lips make up a whopping 19% of the total conversation, surpassing the more general chapped lips complaint at 10%.
In order to maximize influence, an agency can combine these topics of conversation with the wide array of data available through social media.
For instance, the top mention in the general lip care conversation is @YouTube with over 95K mentions. This trend highlights the popularity of makeup tutorials, online video clips created by makeup enthusiasts who actively share their favorite looks and products. Popular video creators and bloggers may inspire the agency to incorporate native advertising into their marketing strategy.
After learning about what potential customers are saying and who they are listening to, the agency can uncover who is actually in the lip care audience beginning with demographic information. For instance, of those profiles with identifiable gender, 62% are female and 38% are male. Covergirl’s lip care audience has a much higher proportion of women and it is 76% female and 24% male. Since this particular company sells cosmetics, it is not surprising that fewer men are joining into the conversation.
Geography can also be factored into the lip care analysis. Countries with the most posts per capita discussing lip care include the United States, Canada, Australia, and the UK. Other top countries include Namibia, Botswana, and South Africa. Perhaps there is increased conversation in the South African region due to climate or simply a greater interest in lip care products. This geographic market analysis highlights possible areas for expansion campaigns.
Crimson Hexagon’s Affinities tool identifies the interests that differentiate the beauty brand’s current and potential customers from the general Twitter population. For instance, the lip care audience is 18 times more interested in skin care, 4 times more interested in R&B, and 6 times more interested in Bollywood than the general Twitter audience. When Covergirl fans are compared to the Twitter audience, similar patterns appear. The beauty brand’s audience is 144 times more interested in Aveeno, a skin care company, 34 times more interested in cosmetics, and 6 times more interested in beauty than the general Twitter audience.
When the interests of the lip care and Covergirl audiences are compared, the Covergirl audience is 8 times more interested in jewelry, 6 times more interested in deals, and 3 times more interested in being a mom than the lip care audience. In contrast, the lip care audience is 10 times more interested in Nigeria, 3 times more interested in England, and 2 times more interested in soul music.
Covergirl Smoochies Collections appear to be well-situated in their market space for a fresh, well-informed agency strategy. An effective advertising strategy to expand the consumer base for Smoochies will address the most in-demand features for lip care in general, including glossy texture and long lasting moisture to treat chapped lips. Seasonal advertising can especially address the particular issues chapped lips in the summertime and wintertime, along with the motivation to wear a glossy, shiny lip balm. Further, an agency could point to social data to validate the idea that matte finishes are out of favor at the moment.
It is clear that social media analysis is vital for agencies to learn about their new clients’ category and product. A new agency can delve into the beauty brand’s conversation, the cosmetics industry, and consumer needs and complaints with rapidly increasing ease and accuracy. Topic analysis, demographics, and audience interests highlight what consumers and saying and who is taking part in the conversation. Incorporating these insights into an overall brand research strategy will ensure a win for agencies and their clients.
To learn more about how agencies can incorporate social analysis into their research and campaign strategy, we invite you to download our retail fashion eBook that delves into how some of the main players are performing, how they are perceived and described by consumers.