CLIENT: The market leading social media platform
Compare brand awareness and sentiment of the client’s social media platform versus other services available in market.
Understand usage patterns of people, the most popular features and the frequency of use.
Evaluate the advertising effectiveness of the on-location marketing messaging displayed in highly trafficked locations in the US and Canada.
Powering a direct connection WITH CONSUMERS EVERYWHERE
The People Platform powered a direct connection with people who were visiting metropolitan cities where the social media platform experience was delivered.
People opted in to interact with the social media activity across any internet connected device, ensuring probabilistic results.
Once the person opted in, they could share their perspective and gain financial value for participating in the activity.
The social media platform was able to observe consumer response and reaction in real-time, understand usage patterns and how its media mix influenced consumer behavior.
CREATING REAL VALUE FOR THE CLIENT
40% of people ‘know a lot about the platform,’ compared to 25% of people who ‘know very little’ about the platform. 34% of people had a very favorable image of the platform.
The most frequently used features on the platform were read timeline and like or share content.
30% of the people who participated use the social platform every day.
30% of all respondents were in Times Square during the branded experience.
54% of people think of Facebook when they think of social media, 23% Instagram, 7% Twitter and 4% Snapchat.
The advertising creative that people remember seeing most was online (49%), followed by TV, a distant second at 22%.
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