Sometimes influencer marketing is able to completely reframe the conversation around a brand or product launch.
For brands & agencies engaged in influencer marketing, social media data analysis tools like ForSight™ can help in both identifying main influencers within specific conversations, and also in measuring influencer impact. See how influencer marketing affected the launch of the Keurig 2.0 in our analysis below:
The recent launch of the “Keurig 2.0” has received mixed reviews in the news media and much has been made of the so-called digital rights management (DRM) issue – that the Keurig 2.0 only accommodates Keurig-made K-cups.
On October 2, The Guardian reported on Keurig’s latest woes:
“But when it comes to offering customers a wide choice of coffee brands – not to mention a sustainable brew – Keurig’s boast starts to falter. Recently, competing companies have filed lawsuits alleging that the single-serve coffee giant – and its new brewer – are monopolizing the industry.”
However, despite pending lawsuits from competitors and a few outspoken critics, the social media response to the Keurig 2.0 has been overwhelmingly positive. Since September 25, there have been 12,339 relevant posts on the Keurig 2.0. Of those posts, less than 1% have been negative, and 65% have been positive.
To complete the opinion analysis for Keurig 2.0, we used Crimson Hexagon’s human-assisted BrightView algorithm, which allows us to customize categories based on the trends that we see within a given conversation and then teach our proprietary algorithm how to classify posts to each category.
Perhaps most noteworthy is the remarkable success of a Keurig influencer marketing initiative through a partnership with HouseParty. HouseParty’s website explains,
“Our parties are sponsored by the brands you love. By hosting, you and your guests get to try their products and receive an incredible Party Pack chock full of goodies! You don’t pay anything or sell anything. It’s a no-pressure party. Just tell us what you and your guests think.”
58% of the entire Keurig 2.0 conversation is around the “Keurig brew party” campaign, which accounts for the largest single part of the overall Keurig 2.0 conversation. The “Keurig 2.0 brew party” comprises more of the entire Keurig 2.0 conversation than all neutral and negative posts combined.
— Erica Olson (@Msolson21) October 22, 2014
Additionally, #keurigparty is by far the most popular hashtag within the conversation, making up over 5000 mentions, with the second-most popular #greattaste coming in with less than half of that volume at over 2,100 mentions.
In looking at the Keurig 2.0 conversation – specifically analyzing the breakdown of sentiment, most popular categories, and top hashtags – it is clear that the HouseParty campaign has driven the conversation about the new brewer. While critics do exist of the product, they make up less than 1% of the conversation, and our ForSight analysis clearly shows that Keurig employed a successful use of influencer marketing to frame the conversation around its new product.
For additional insights on how to use social media analytics to guide influencer marketing strategy, register for our webinar on November 17th: