Authentic reactions redefine campaign performance
Case study : Media
Need
A cultural media company wanted to assess the effectiveness of its communication campaigns, in terms of awareness and perception of key messages. The challenge: measure impact by combining research and digital dynamics.
Approach
A hybrid solution combining quantitative post-testing and multi-platform social listening, to analyze vibes, capture attitudes and identify influencers.
Impact
This mixed approach validated the core target’s adhesion, while revealing trends in the making and early signs of tension, thus providing richer, more nuanced and immediately actionable insights.
Clarifying the real impact of messages, step by step
A plunge into the spontaneity of experience
Methodology combining the precision of a classic post-test and the depth provided by social listening helped reach out beyond mere declarations and capture spontaneous reactions. This combination helped to objectify campaign performance from a number of complementary angles.
Understanding digital resonance
Analysis carried out on Twitter, TikTok, YouTube, blogs and media commentaries highlighted volumes of mentions, dominant tones of voice and emerging themes. This meticulous listening stage revealed the real echo of the campaigns and their ability to resonate in the digital space.
Understanding the role of cultural voices
Identifying cultural influencers, journalists and influencers enabled to understand how their words shape the perception of messages and reinforce their impact, while extending the reach of campaigns to new audiences.
Cross-referencing data to amplify campaigns
The combination of survey results and digital analysis ascertained comprehensive insight into perceptions: confirmed positive impact on core targets, understanding of peripheral tensions, and concrete recommendations to help strengthen campaign targeting, creativity and amplification.
Combining research and social listening provided the media company with a more accurate view of how its campaigns are received: objective performance assessment, insight into early signs of new trends, and astute adjustment of communication strategies.
Jocelyn Munoz
Deep Opinion
Audiences listened to, campaigns strengthened
By combining surveys and digital signals, this study reached out beyond mere declarations to reveal the wealth of spontaneous reactions. The findings strengthened the understanding of audiences and provided concrete levers for adjusting and amplifying future campaigns.
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