We have worked with a wide variety of clients, from large global brands to local SMEs. Often working across a range of international markets and in multiple languages, we have provided insight and strategic advice to help businesses enhance their reputation, better understand their customers and maximise the returns from marketing and PR activities.
Our clients operate in a number of sectors too, including:
· Financial services and insurance
· FMCG, particularly beverages
· Professional and legal services
LEARNING FROM CONSUMER REVIEWS
Online customer reviews can make or break the reputation of a business. We were hired by a PR agency working for a well-known global restaurant chain to provide insights into how online recommendations were influencing opinions about their restaurant properties in various UK locations. Using sophisticated emotional analysis of online content, we could demonstrate what was enhancing or diminishing the customer experience, comparing locations and benchmarking against a group of named key competitors. The ability to separate UK-generated content from that generated in other markets was key to gaining understanding of local success factors and opportunities.
EVALUATING THE IMPACT OF TV ADVERTISING ON CONSUMER ENGAGEMENT (1)
Irish whiskey is hugely popular in the USA and we were asked by the market-leading brand to evaluate the impact of a series of new TV commercials over a period of three years. Short-term, the objectives were to measure the impact of advertising on consumer engagement, by comparing the TV schedule against uplift in social media activity, along with visits to the brand website. We provided weekly analysis during the rollout of each advertisement, revealing that social media was effective in amplifying the impact of advertising spend and prolonging the engagement generated by the campaign. Long-term, we were asked to conduct a review of consumer response to the central character and themes of the advertising, as well as assess how well it was communicating Irish values and culture. This was achieved by semantic analysis of consumer comments on YouTube, Twitter and Facebook.
EVALUATING THE IMPACT OF TV ADVERTISING ON CONSUMER ENGAGEMENT (2)
A Scotch whisky brand asked us to help measure the success of a new product launch in three South American markets. We correlated the TV advertising campaign with social media response across YouTube, Facebook and Twitter – showing which TV slots generated engagement and which social channels were more effective in driving both visibility and customer interaction. A key part of this campaign was to test and compare key message penetration over the three-month evaluation period. With regular reporting, the marketing team managed to adapt its execution ‘in-flight’ to divert budget and attention to those channels creating the most buzz.
INFLUENCING STRATEGIC CAMPAIGN PLANNING
This whiskey brand focused its creative energy and a significant marketing and PR budget on an annual global campaign based around a key festival. Our task was to glean insights on a year-by-year basis to help refine and improve performance and ROI. Over a period of four years, many of our recommendations influenced planning and spend for the following season. Integrated activities included live events, press tours, Facebook campaigns, seasonal product lines and competitions. We were asked to evaluate the impact of all these activities on social media engagement, website traffic and media to piece together a jigsaw of results which would demonstrate overall campaign effectiveness. This entailed liaising with several digital, marketing and PR agencies globally, validating and incorporating their data into our analysis, as well as gathering our own data. We reported our findings to a commercial and marketing / PR team of around thirty people, who valued the objective overview of a complex and high-value initiative.
AUDIENCE SEGMENTATION FOR A MODERN WORLD (1)
Our client was using a segmentation model that had served its business well for many years, but had begun to suspect that, although much of its promotional budget was aimed at a particular demographic, their understanding of the target audience was somewhat outdated. We analysed one year’s worth of data from the Facebook pages of several products belonging to the client, gathering intelligence to build a detailed demographic profile of people who followed and engaged with them, including lifestyle and interests. Using this information, we were able to create a platform-specific segmentation model for comparison with the traditional one. This threw up a few surprises for the brand managers and highlighted areas where promotional activity could be tailored to address those who were most engaged.
AUDIENCE SEGMENTATION FOR A MODERN WORLD (2)
With more than a million Facebook fans across six separate regional pages, this client had no idea who was active on their page or why people were following them. We gathered 12 months’ worth of consumer comments from those pages and analysed their content, to understand consumer motivation and perceptions. By looking at the profiles of engaged consumers, we also produced a segmentation model which identified core groups and recommended a marketing approach to encourage deeper engagement with each. For each group, this involved identification not only of the themes and interests which would capture their attention, but also insights into the kind of language that would stimulate response.
REVITALISING BRAND POSITIONING AND MARKETING STRATEGY
Effective brand communications start with clear positioning and differentiation and a carefully-constructed messaging platform. A global talent acquisition consultancy asked us to take their brand positioning back to basics and create a fresh brand story which would make them stand out. We started by auditing their profile compared to competitors and spent time with their team understanding what the business does for its customers. Then we constructed a top-down marketing strategy to help them raise awareness and reach the right decision makers. Most importantly, we ensured that all customer-facing employees were able to tell the story effectively and convincingly.
KNOW YOUR COMPETITOR
For several clients, we have conducted benchmarking against both the positioning and marketing activity of competitors. One client asked us to produce a competitor analysis for its senior executives, identifying their levels of activity and engagement achieved across a range of social platforms and evaluation of their online positioning and key messages, based on analysing content over a two-year period. We also highlighted major campaigns which had driven competitor visibility and produced a league table of global cities where they were achieving highest engagement on Twitter.
LOOK BEFORE YOU LEAP
Launching a product into a new market is a risky business. We were asked to help identify not just countries, but global cities where a certain type of consumer could be found, based on their gender, age, lifestyle and interests. By analysing the profiles of social media users and conducting extensive web-based research in several languages, we pinpointed six locations where we believed the product had the best chance of finding the target segment. Our report identified named venues for promotional events and suggested target media. Our clients also asked us to create localised thumbnail portraits of the target audience, detailing where they were likely to shop, eat and drink and which other brands they liked and identified with.
MAXIMISING A LIMITED BUDGET
For a global standards institute, we produced an analysis of their current positioning across ten global markets, using online and social media content to understand brand perception. Our brief was to benchmark levels of awareness versus local competitors and compile a list of target media for their PR agency, as well as a list of topics and issues for future Owned content and PR campaigns that would be likely to generate interest and raise their profile on a market-by-market basis. Similarly, we created a list of opinion leaders and influencers in each country, to help them build partnerships and broaden outreach without conducting a blanket campaign.
DETERMINING ROI OF A PRODUCT LAUNCH
This well-known car brand was launching two new products simultaneously into the UK market. We provided a PRSV analysis, which enabled the PR team to see, journalist by journalist, who had given them the best payback on their media event. Because lending cars to the media for road tests and inviting them to launch events is an expensive business, they were keen to determine which relationships should be cultivated and which media were giving them no tangible return on their investment. No doubt the findings will influence the invitation list next time a new car rolls out in the UK.