Dove posts biggest Academy Award Advertising Lift
March 11th, 2008

Nearly two weeks have gone by since No Country For Old Men won Oscar honors for best picture. We tracked 11 advertisers before, during, and after the show to determine blog buzz. This enabled us to calculate a lift value off of the pre-show buzz to figure out who received the coveted earned media share of voice post the event. Overall discussion of the event was decidedly negative with only 32 million viewers as reported by Nielsen.

Probably the most interesting marketing story came from Dove who received the biggest overall lift from the pre-show buzz at nearly 500 percent with their UGC (user generated content) commercial contest. This spot from winner Celeste Wouden spawned comments such as

“Kudos to Dove for knowing how to use Social Media 3 as we like to call it to GREAT advantage! Hey, these folks are REALLY good at creating commercials. Watch out agencies”

Post Oscar Buzz

Lift Percentages by Advertiser

Advertiser Lift Percentage
Diet Coke 190
GM 58
L’Oreal 100
Mastercard 83
Dove 475
JCPenney 147
Bertoli Foods 25
Mars 0
American Express 37
Toyota 57
McDonalds 82
Blogosphere OH & TX predictions reveal a widening gap between state and national coverage…
March 4th, 2008

The stakes are high for this last of the big Democratic primary days. If Clinton surges ahead, she will undeniably be a serious contender again, and if Obama maintains his lead, he can cement his status as the frontrunner, and push Clinton further to the margins.

Using the normal methodology (averaging national and state-focused blog results), the blogosphere predicts a very narrow Clinton lead in both states. It is with some reservation, however, that I post this as a final prediction, because of several mitigating factors– the primary reason being that if only Ohio and Texas blogs are taken into account, the numbers are even closer, but Obama maintains a small lead in both.

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I believe a lot of Clinton’s traction in the national blogosphere comes from her recent media blitz—SNL, The Daily Show, et cetera; as well as Rush Limbaugh’s recent advice for Republicans to vote for her in the primaries. The question is if all this national coverage will actually influence voters in the states.

Our methodology for blogosphere primary predictions worked much more consistently early on in the races than later (and in general, Republican primaries were also easier to predict). One reason for this might have to do with the saturation of the data during the multiple races on Super Tuesday. But a more interesting hypothesis is that the national trends, coverage, and dialogue, are no longer as big of influencers on the state-level political process. Perhaps more and more people are ignoring the national pundits and TV appearances, and focusing on the local campaigns, speeches, and issues.

The two-data-point methodology was put in place to ensure that the small sample of local political blogs was not skewed, and it was balanced out by the national conversation. Maybe though, as the races go on and on and are focused longer on particular states, the national conversation is becoming less relevant to the results. Or perhaps, after the saturation of Super Tuesday, the collective opinions of the national blogosphere will be more accurate than a smaller local sample.

Even though the aggregate data predicts a Clinton win and the numbers are very close, I’m going to go out on a limb and put my own personal faith in the state-based projection– and call both races for Obama. As the race goes on, I believe the importance of national punditry in state races is diminishing.

But regardless of the end results, tonight will certainly be interesting.

(We ran data for the almost-settled Republican race as well, showing an overwhelming McCain lead—69% in Texas, and 81% in Ohio.)

Did you advertise during the Super Bowl?
February 27th, 2008

sb.jpg Sure, the Super Bowl is long over and now sports fans are focused on college basketball. But, if you were an advertiser, or the agency that put together the creative, you’re still wondering, “what was the impact, did we achieve something?”

Better yet, was our Super Bowl ad (or ads) worth all the money we spent?
You may know how many eyeballs you reached, but what’s your long term impact across social media, especially since so much buzz happened during the event itself?

While most of the articles and posts that ran post game were all about the big advertisers — Bud, Salesgenie, Pepsi — what about others? 248 ads ran from the pre-game through the post-game — so clearly, there were many others. Almost one month later, how many of them do you even remember?

If you are an advertiser, we’re giving you the opportunity to find out your results. We recently compiled results across social media for all Super Bowl advertisers, and we’ve put together — for each advertiser – your Super Bowl Advertiser Scorecard. The Scorecard will provide you some overall metrics from the social media side that you can apply to the rest of your post-reporting.

Want the Scorecard? Get in touch with us

Wouldn’t you like to review a copy of the Scorecard? We want to share these results with the right people in your company and agency, so if you want us to review the Scorecard with you, get in touch with us at darren @ collectiveintellect dot com, or send us a tweet to CollectiveIntel.

To get the Scorecard for a company you must meet one of these criteria:

  1. part of the team which put together the ad campaign or made the decision to run the campaign
  2. someone who worked on the creative
  3. part of the media buying team that purchased the ads
  4. the supervisor or executive-level person who oversees the brand

If you aren’t an advertiser, we’ll be releasing our final report on longer-term results next week, which will be available to anyone who wants it. Stay tuned for more details on that.

Oscar Advertiser Analysis
February 25th, 2008

We tracked eleven advertisers for this year’s Oscar program. The pre-Oscar buzz was tied with both GM and American Express each getting 19% share of the overall discussion about Oscar advertising. The GM buzz centered around the greening of the Oscars with celebs arriving to the event in hybrids. Diane Von Furstenberg’s dress generated the majority of the buzz for American Express, with this story.

Overall, Amex is definitely the winner pre Oscars since they only ran one spot and got the largest percentage of buzz.

Oscar advertisers

Fashion wins the day again with the biggest advertising lift immediately following the Oscars coming from the Coca-Cola Heidi Klum dress campaign. Not only was this the top mentioned ad but her dress was also the most talked about of all the fashion designer entrants. Coke had a total 15% lift from the pre-Oscar buzz. We’ll follow this up with more in-depth analysis in a week to figure out the longer term analysis.

Overall, the Oscar advertising was much less talked about among bloggers than the Superbowl which is probably to be expected … and it’s all about the fashion. It’s not how you feel baby, it’s how you look.

Designers Galliano and Marchesa are the early red carpet winners
February 25th, 2008

Heidi Klum Oscar DressFor better or worse, the stars’ red carpet entrances are more important to many viewers of the Oscars than the awards themselves. The Academy Awards red carpet is the biggest platform for top designers to showcase their most finely crafted creations. By the end of this year’s ceremony, John Galliano and Marchesa were the most-often mentioned designers on the blogosphere. Heidi Klum’s red Galliano dress was highly praised, but much of the chatter was centered around the tie-in with the Heart Truth campaign . Anne Hathaway’s Marchesa dress seems to be the big winner style-wise, at the top of several early best-dressed lists.

oscar_fashion.jpg

So far there have been few mentions of major fashion faux pas, but the worst-dressed opinions are likely to emerge in the next 24 hours. We’ll keep tabs on this, as well as whether the best-dressed lists change over time.

Best Picture Projection Adjustment
February 24th, 2008

On Friday evening, we measured the blog predictions for several of the top Oscar categories. We showed Atonement as the projected winner. However, new posts on Saturday and Sunday changed the landscape a bit. No Country For Old Men is now the blogosphere’s projected winner.

oscar2.jpg

And the winner is …
February 23rd, 2008

oscarYep it’s Oscar time again, that tribute to Hollywood narcissism that’s just so hard to turn away from. We’ve done another round of extensive scraping of the blogosphere to give you the best and brightest analysis of the event. Similar to the Superbowl we tracked all of the advertisers for the Oscars leading up to the event and will continue to track them after the event. The Oscars are the second largest television advertising event of the year, garnering about $1.7M per spot in 2007. Stay tuned for the final analysis on the marketing advertiser piece after the show. For today’s analysis we tracked who bloggers said were their favorites versus who they thought might win in each major category. The results were fairly interesting and in some cases not at all what I was expecting.

While some of the more influential sites were espousing the artistic cred for No Country for Old Men and There Will be Blood there were some fairly prominent blogs with contrarian views.

Now for the blogularity results (drum roll please) …

favorite movie versus projected winner

Interesting that the crowd is picking Atonement to win but not very many people really liked the movie. This clearly drives home the opinion that the Academy is more interested in the craft of movie making than in the entertainment value.

oscar best picture resize

Director award predictions using aggregate blog sentiment versus influencer weighted sentiment

This calculation yielded some interesting results. We basically used a weighted scale based on our underlying authority value of the bloggers to essentially highlight what these people were saying vs the crowd. And as you can see it produced some similarity but really catapulted Julian Schnabel to the top.

oscar best director resize

favorite actor versus projected best actor winner

Daniel Day-Lewis is the obvious winner here, even beating out the ever popular Johnny Depp and George Clooney in the favorites analysis.

oscar best actor

favorite actress versus projected best actress winner

Wow, Julie Christie? I haven’t seen Away From Her but was blown away by Cate Blanchett in her role as Elizabeth.

oscar best actress

favorite supporting actor versus projected supporting actor winner

oscar best supporting actor resize

favorite supporting actress versus projected supporting actress winner

oscar supporting actress resize

Blogs predict demise of HD-DVD
February 21st, 2008

Blu-Ray

Several weeks ago during the consumer electronics show I wrote about all of the consumer bloggers talking about returning their HD-DVD units to the stores. The writing was on the wall web at this point and it was only a matter of time before Toshiba threw in the towel. According to the article on Ad Age this should have a significant impact on ad spend around the Blu-Ray technology with 180 and Omnicom BBDO listed as the agencies Sony would likely use.

Blogosphere Predictions: Obama & McCain To Win VA & MD
February 12th, 2008

vamd1.jpg

(Click To Enlarge)

MD: Obama 64%, Clinton 36%

VA: Obama 58%, Clinton 42%

MD: McCain 57%, Huckabee 34%, Paul 9%

VA: McCain 53%, Huckabee 36%, Paul 11%

CI’s ability to predict reaction-based events using social media
February 8th, 2008

Collective Intellect is developing new and innovative techniques to use the blogosphere as a predictive tool for reaction-based events. We’ve had predictive success in single state primaries and caucuses, as well as Super Bowl advertising; but the massive amounts of conversation in different topic areas surrounding Super Tuesday seemed to have too many variables which flooded and diluted the data in our current methodology. Above all else, these predictions are serving as an ongoing experiment to perfect CI’s ability to predict reaction-based events using social media.

A review of the data revealed that more of the projections would have been correct if we’d only used state-based blogs; unfortunately the data sample of 40-50 state-based blogs was too small on which to depend completely. Examples from past projections suggest that averaging state blogs with an overall national reading would balance any skewed data from the smaller state samples.

The overwhelming number of national “events” was responsible for skewing the data it was supposed to help balance. Below is an example of the two data sets for Missouri:

mo_table.jpg

Ideally, we would find and use every state-based political blog, and forget about the national ones, but that is currently too time-consuming. We will continue tracking and forecasting the next few primaries, and publishing any relevant data in advance– sticking our neck out there, as Forrester’s Peter Kim put it– to ensure that this method will continue to work for individual races, and we will expand our current methods to account for the bigger events in the future.

Social media has proven incredibly valuable “to keep the marketer in tune with consumer moods in real-time,” but social media predictability is proving not only possible, but an invaluable tool for marketing, politics, advertising, and the corporate world. We used a similar methodology for Super Bowl advertising that proved to be an accurate gauge for advertisers who want to make sure their campaigns get optimal opportunity and value.

bowl_graph.jpg

The share-of-voice graph above represents the top ten companies’ pre-game buzz and compares it to the top ten buzz 12 hours after the game. These companies’ positioning changed little if any after the spots ran, rendering our prediction – that the top four pre-game buzz leaders would also be the post-game leaders – off by only one company.

These results alone and what Collective Intellect has seen in past projects only reinforce our confidence in using the blogosphere to predict results. With a little more experience and tweaking, a real-time reading of consumer (and constituent) moods can be used to make accurate and consistent predictions for when those moods turn into results.

Mark Lucier and Kevin Yordy

mark@collectiveintellect.com

kevin@collectiveintellect.com

Copyright © 2008 Collective Intellect, Inc. All rights reserved.