Advocacy Tracker: aligning brand communication with advocates can help drive more positive recommendations
by Leonie Bulman on 1st May 2012
Understanding advocacy can help brands develop messaging which is aligned with the reasons why consumers recommend them to others. Aligning brand messaging in this way can in turn drive more positive advocacy and help mitigate detraction.
Advocacy Tracker: recommendations strongly influence the decisions of potential customers
by Leonie Bulman on 25th April 2012
Brands are starting to pay more attention to their online advocates, but what is the reason behind this? In this first article of a series on tracking recommendations, WaveMetrix show how advocates can convert potential customers, making it important for brands to track these recommendations.
WaveMetrix Advocacy Tracker: Neutrogena show how Facebook campaigns can impact consumer recommendations
by Leonie Bulman on 23rd February 2012
Our new Advocacy Tracker, which allows brands to track online consumer recommendations month-on-month, shows the importance of understanding which activities drive positive advocacy. For example, Neutrogena successfully doubled advocacy around its Naturals range with a Facebook campaign.
Super Bowl movie trailer insights: Avengers drives most intent to view
by Lawrie Doran on 7th February 2012
Analysis of immediate consumer Twitter reaction to the latest Super Bowl movie trailers reveals the Avengers as the out and out winner, driving more positivity, higher reach, more intent to view and a larger growth in Facebook likes than its rivals.
Cadbury left with Creme Egg on their face after The Only Way is Essex link up
by Charles Allison on 25th January 2012
Cadbury Creme Egg's association with the stars of The Only Way is Essex highlights the importance of brands choosing their celebrity endorsements wisely, in order to minimise the chances of a negative backlash.
Domino’s pizza making app generates product desire by engaging consumers’ senses
by Leonie Bulman on 24th November 2011
Domino’s are the latest brand to use digital marketing and apps to bring the consumer closer to their products. The new Pizza Hero app lets you virtually create your own pizza then order it for real. This generates strong product desire by stimulating the consumer’s senses.
Heinz Ketchup Facebook store launch marred by technical glitches
by Andy Pilkington on 15th November 2011
Heinz Ketchup’s Facebook store shows that consumers respond well to the prospect of an FMCG Facebook store, but that technical glitches can scupper a launch.
Dr Pepper faces the wrath of female consumers in the wake of its “Not For Women” diet drink campaign
by Rachel Ditchburn on 19th October 2011
Females fail to see the funny side of Dr Pepper's latest campaign, showing the risks brands face when they overtly alienate a specific demographic and draw on old-fashioned gender stereotypes in their advertising.
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