WaveMetrix Advocacy Tracker: Neutrogena show how Facebook campaigns can impact consumer recommendations

WaveMetrix Advocacy Tracker: Neutrogena show how Facebook campaigns can impact consumer recommendations

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.

WaveMetrix Advocacy Tracker hones in specifically on the reasons why people recommend or advise against a brand, by using human analysts to read and code every post. Consumer advocacy is the most powerful form of online engagement and brands can now track what topics or products drive it, who their advocates are and where they talk online.
 
In a new sample report looking at recommendations for the Neutrogena Naturals range from March to May 2011, WaveMetrix analysis shows that promotional activities on the brand’s Facebook page generated positive advocacy in April. However, once the campaign ends, advocacy levels drop back down, showing the importance of consistent activity to maintain high levels of recommendations.
 
Neutrogena Naturals’ Facebook campaign drives surge in advocacy in April:

 

WaveMetrix Advocacy Tracker: Neutrogena show how Facebook campaigns can impact consumer recommendations
 
  • The Naturals' campaign on Facebook in April generates advocacy: Encouraged by promotional material around the Naturals's range on Neutrogena's Facebook page, fans recommend the products for their "moisturising" and "cleansing" properties

Once the Facebook campaign is over, total advocacy levels drop in May:

WaveMetrix Advocacy Tracker: Neutrogena show how Facebook campaigns can impact consumer recommendations

  • Total online recommendations for Neutrogena drop back in May: Without the impact of the Facebook campaign, consumer advocacy for Neutrogena in May drops back down towards March levels. This shows the importance of sustaining online promotional activities around a product or range to maintain high levels of advocacy

The Neutrogena Naturals Advocacy sample report was released as part of the WaveMetrix Advocacy Tracker launch, which allows brands to understand what drives advocacy and detraction, which products are most strongly recommended, who your brand advocates are and where they post. Please contact Leonie at leonie.bulman@wavemetrix.com to find out more.

 

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