Agencies +

Top Tier Brands:

A Social Review
Using social listening data
to understand and influence
core consumer audiences

INFEGY 1 // 43
 Learn sentiment, share of voice and
brand favorability data for the brands
agencies work with
What you’ll get
out of this report Segment customer profiles
important to each brand

Social listening data provides a full 360-degree

view into the world of consumers about brands, Analyze the notable campaigns
companies, products, influencers and competitors. developed by each of the
Using data mined from all corners of the web, featured agencies
agencies can leverage social listening to better
understand consumers and audiences they want Uncover what drove spikes
to reach, who they should target, and how their in conversations
competitors fare against them.

Identify key opportunities where

agencies can leverage social
intelligence for their clients
INFEGY 2 // 43
Inside this report
Ogilvy & IKEA BBDO & Twix MullenLowe
& Netflix
Infegy creates software our clients
Why IKEA fans flocked The fascinating link What does it take to reach use to understand consumers better
to the brand’s relaxation between food blog fans and a niche target audience and faster than traditional research
video parody. Twix enthusiasts. of gamers? methods. Our cloud-based social media
intelligence platform uses proprietary
natural language processing technology
5 12 19
to provide real-time insights on any
topic being discussed by more than
300 million sources online. Infegy’s
Starcom McGarryBowen Conclusion + ultimate goal is to do the heavy lifting

& Airbnb
Reaching the business traveler
as a key growth strategy.
& Crayola
How creating new colors,
and retiring old ones, impacts
a loyal fanbase.
Methodology with large, text-based datasets to help
companies uncover value within text and
Five key ways agencies can make more informed business decisions.
use social data to impact
marketing strategy.

26 33 40
INFEGY 3 // 43
Brand profiles
NEXT

For each brand, we’ll uncover:

 Social Persona
 Market Overview
 Insight
 Campaign Spotlight
 Brand Scorecard

INFEGY 4 // 43
1

Ogilvy
& IKEA

INFEGY 5 // 43
 VOICE + SENTIMENT BUYING POWER

70 %
30 % HOUSEHOLD DISPOSABLE
SOCIAL PERSONA
INCOME INCOME
FEMALE MALE

IKEA’s design- $
60k $
23k
focused female
FEMALE SENTIMENT MALE SENTIMENT

• The IKEA customer profile is mostly female,

86 %
14 79 % %
21 %
+$7,629 +$2,215
with audiences having $60K in household POSITIVE NEGATIVE POSITIVE NEGATIVE Over mean of $60,959 Over mean of $23,542

income and $23K in disposable income.

TOP INTERESTS
• The IKEA customers discuss music,
television, clothing, movies and baking the
most. The top words used by these audiences
are design, products, love and space.
38 %
of people are most likely
34 %
of people are most likely
33 %
of people are most likely
27 %
of people are most likely
25 %
of people are most likely
22 %
of people are most likely
interested in: interested in: interested in: interested in: interested in: interested in:
• IKEA can utilize these interests and lifestyle MUSIC TELEVISION CLOTHING MOVIES DESSERTS & BAKING FASHION
Arts & Entertainment Arts & Entertainment Style & Fashion Arts & Entertainment Food & Drink Style & Fashion
patterns to formulate their messaging and
2.0x 0.98x 2.3x 1.7x 2.6x 2.2x
improve their advertising and targeting.

more likely to discuss topic than general population

TOP LINGUISTIC TOPICS GEOGR APHY

INFEGY 6 // 10
19 20 34 27
Midwest
%
Northeast
%
South
%
West
%
MARKET OVERVIEW DEEP DIVE

What share of voice

IKEA owns the affordable furniture market (SOV) means for IKEA
When analyzing the number of posts that mention IKEA and their closest competitors across IKEA’s online audience is passionate about
all social channels, IKEA dominates the social sphere by volume of posts online the brand and enjoys sharing products
online — including innovative decorating with
low-cost buys.
TOTAL POSTS
APRIL JANUARY
IKEA launches highly discussed IKEA’s founder and icon
“Relationship Saving Station” Ingvar Karmprad passes away

Online Posts
IKEA
13,185,891

Rooms To Go
57,282

Target
602,254

Pier 1 Imports
IKEA’s unique position in the market, combined
1,899,076
with a loyal fan base, drive the brand’s position
as the most dominant share of voice leader.
MAY JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR

*The data for Target is from a search query filtered using Infegy’s taxonomy filter. It includes data on preset categories in the platform only
incorporating mentions of furniture, home decor, interior design and home living INFEGY 7 // 43
INSIGHT DEEP DIVE

IKEA + Apple
Consumers pair Apple + IKEA together social conversations

when talking online

When consumers are talking online about IKEA, they are also talking about these top
brands online — helping accurately describe what else IKEA consumers are interested in

entity trend sentiment

1 People who talk Conversations around IKEA and Apple spiked

2 about IKEA discuss during September partnership launch.
Apple more than any
3 other brand over the
4 last year

5 SEPTEMBER
IKEA and Apple launched an
6 Augmented Reality partnership
called IKEA Place.

9 During September, 81% of conversations

mentioning IKEA and Apple were positive.
10

INFEGY 8 // 43
C A M PA I G N S P O T L I G H T POPULAR POST

IKEA’s ASMR Video

IKEA’s ASMR campaign drove by Ogilvy

strong reactions online

Commenters voiced positive sentiments about the brand’s 25-minute video,
more than 70% of the time

Reactions to Ogilvy’s ASMR video for IKEA:

71
positive
%
23 %

negative Ogilvy’s ASMR (Autonomous Sensory

Meridian Response) video for IKEA is a
Top positive keywords
25-minute loose parody “relaxation” video.

[ helpful
The spot is designed to emulate videos that
are created for calming purposes.

[ celebrate Top negative

1.7 million 42.7k
[ popular
keywords
very slow YouTube views YouTube video likes

[ love
repetitive
stress “One of the most satisfying ads ever.”

[ soothe
anxiety — AdWeek

INFEGY 9 // 43
COMPETITIVE BRAND SCORECARD

Amongst competitors,
IKEA’s share of voice game is strong
IKEA Rooms To Go Target Pier 1 Imports Winner

Volume Total number of posts online

13,185,891 57,282 602,224 1,899,076 IKEA
about this brand

Brand Favorability Positive sentiment percentage

78% 73% 84% 71% Target
of conversations online

Global Preference Percentage of total competitor conversation

82% 0.003% 4% 12% IKEA
online owned by the brand

Service  Percent of people talking about the service

88% 84% 93% 69% Target
positive they receive with that brand

Acquisition  Percent of people talking about

80% 67% 81% 69% Target
positive making a purchase from this brand

Quality  Percent of positive conversations about

88% 46% 93% 73% Target
positive the quality of products from this brand

INFEGY 10 // 43
Ogilvy & IKEA
IKEA's social success is closely
linked to sheer volume as well
as a deep-seated understanding

Summary
of audience.

1 2 3 4
IKEA has dominated the social IKEA’s customer persona profile leans Ogilvy launched a successful brand Apple, Inc. and IKEA social audiences
community online. The brand’s unique female whose top interests are music, activation for their Oddly IKEA campaign are highly correlated, meaning they
position with affordable, DIY furniture television, clothing and fashion. They can with the relaxing ASRM video, generating have similar audiences and they should
generates millions of posts online. utilize these lifestyles and interests to much conversation online. incorporate fans of the Mac and Apple
reach their target audiences better. brands into their customer personas.

INFEGY 11 // 43
2

BBDO
& Twix

INFEGY 12 // 43
 VOICE + SENTIMENT BUYING POWER

76 %
24 % HOUSEHOLD DISPOSABLE
SOCIAL PERSONA
INCOME INCOME
FEMALE MALE

Twix’s food- $
59k $
23k
focused female
FEMALE SENTIMENT MALE SENTIMENT

• The Twix customer profile leans, maybe

93 %
7 84 16
% % %
+$5,785 +$2,485
surprisingly, female, with an average POSITIVE NEGATIVE POSITIVE NEGATIVE Over mean of $59,052 Over mean of $23,723

income of $59K.
TOP INTERESTS
• The Twix audiences discuss baking and
their favorite cuisines the most. They also
have a high index for clothing and fashion.
52 %
of people are most likely
30 %
of people are most likely
28 %
of people are most likely
21 %
of people are most likely
25 %
of people are most likely
22 %
of people are most likely
• Twix can utilize these interests, passions interested in: interested in: interested in: interested in: interested in: interested in:
and motivations to underscore more DESSERTS & BAKING CLOTHING MUSIC FASHION VEGAN COCKTAILS/BEER
Food & Drink Style & Fashion Arts & Entertainment Style & Fashion Food & Drink Food & Drink
relevant messaging, inform their strategy
5.3x 2.1x 1.5x 2.1x 17x 11x
and develop new partnerships, especially
with influencers.
more likely to discuss topic than general population

TOP LINGUISTIC TOPICS GEOGR APHY

INFEGY 13 // 43
19 20 34 27
Midwest
%
Northeast
%
South
%
West
%
MARKET OVERVIEW OPPORTUNITY

Twix is missing out on events

Twix has opportunity to push online and holidays

conversations + drive revenue Twix competitors like Kit Kat see huge spikes
in conversations around Halloween, Valentine’s
Key competitors show holiday spikes — Twix, not so much Day and Easter.

Twix audiences aren’t participating in those

conversations. This presents a huge opportunity
HALLOWEEN VALENTINE’S DAY EASTER TOTAL POSTS for Twix to push their brand during these times
Online Posts with campaigns and holiday-centric messaging
Twix and meet their competitors where they’re winning.

905,123
REESE’S AND KIT KAT LEAD BOTH
Kit Kat REVENUE AND ONLINE SHARE OF VOICE

3,902,208 2017 REVENUE IN MILLION U.S. DOLLARS

Butterfinger $171.6m Reese’s

471,123 $114.8m Kit Kat

$63.1m Twix
Reese’s
1,619,087
$35.9m Butterfinger
MAY JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR

*excludes other Mars-owned brands

INFEGY 14 // 43
INSIGHT
TA K E A W AY

Twix can leverage high interest in Twix can target

food blog fans
baking desserts to drive influencer strategy
Popular food blog Food52
People who talk about Twix online also display strong interest in categories has 1.9 million followers
from food & drink to style & fashion on Instagram.

TOP INTERESTS

People who talk about Twix are

also those whose top interests
are desserts and baking.

Nearly 30% of Twix’s audiences

are highly interested in clothing,
style and fashion.

Food52 has a high cross-index with Twix’s audience.

SOCIAL PERSONA The Twix audience skews

Refinery29’s article
younger, female and educated. about Twix spread.
They have an opportunity within
24 Female $
59,051 English 52 %
the young, blogger crowd who are
Median Age Gender Median Household Income Language Higher Education
interested in recipes and fashion.
C A M PA I G N S P O T L I G H T POPULAR POST

BBDO forces fans to choose

BBDO drove conversations between Left Twix and Right Twix

online with Left vs. Right campaign

When analyzing audience text, conversational themes around
Expectation and Taste rose to the top

THEMES DOCUMENTS DISTRIBUTION

TOP THEMES
The top themes for the “Left Twix
vs. Right Twix” campaign over
the last year were Expectation
and Taste. 6% of conversations
related to the campaign discussed
Average Distribution
Purchase Intent.
BBDO has run the “Left Twix vs. Right Twix”
campaign since 2012, leading the way to more
commentary and conversations in the online
community and helping to bolster their audience
base with a clever way to get people talking.

27
Expectation
%
23
Taste
%
14
Acquisition
%
6 %
Purchase Intent
4 %
Attraction
57 million
impressions online

SENTIMENT BBDO successfully incited

82,842
views of “Time to DeSide” commercial on YouTube

67 31
conversational battles and online
% %
commentary about Twix by pitting the 377,064
positive negative two sides of Twix against each other. total views in 2017
INFEGY 16 // 43
COMPETITIVE BRAND SCORECARD

The Twix brand lags in both total volume and percent

of conversations online, compared to key competitors
Twix Kit Kat Butterfinger Reese’s Winner

Volume Total number of posts online

905,123 3,902,208 471,123 1,619,087 Kit Kat
about this brand

Brand Favorability Positive sentiment percentage

88% 84% 92% 91% Butterfinger
of conversations online

Global Preference Percent of total conversations online

12% 55% 6% 23% Kit Kat
compared to competitors

Service  Percent of people talking about the service

91% 91% 94% 89% Butterfinger
positive they receive with that brand

Acquisition  Percent of people talking about

74% 80% 76% 87% Reese’s
positive making a purchase from this brand

Quality  Percent of positive conversations about

90% 88% 83% 94% Reese’s
positive the quality of products from this brand

INFEGY 17 // 43
BBDO & Twix
Building on the success of the
Left Twix vs. Right Twix campaign,
Twix should consider new strategies

Summary
to stay relevant and drive conversation.

1 2 3 4
Twix trails Kit Kat and Reese’s with online Twix audience skews female, in the Twix can reach these audiences by BBDO’s Left Twix vs. Right Twix has been
conversations. Twix has opportunity to younger millennial age segment, employing a stronger influencer strategy successful in getting their audiences
maximize conversations online during meaning they should develop and creating partnerships with those talking online and creating a debate
events and holidays to drive conversation messaging and campaigns aimed with an authoritative voice in the market about their product, keeping the brand
and revenue. at those audiences. for cooking and baking. relevant in social and online channels.

INFEGY 18 // 43
3

Mullen-
Lowe
& Netflix

INFEGY 19 // 43
 VOICE + SENTIMENT BUYING POWER

46 %
54 % HOUSEHOLD DISPOSABLE
SOCIAL PERSONA
INCOME INCOME
FEMALE MALE

Music, movie, $
58k $
23k
& TV Lover
FEMALE SENTIMENT MALE SENTIMENT

71 %
29 74 % %
26 %
+$5,470 +$1,776
• The Netflix customer profile transcends POSITIVE NEGATIVE POSITIVE NEGATIVE Over mean of $58,731 Over mean of $23,014

age ranges, gender types and incomes.

Simply put, Netflix owns a huge share TOP INTERESTS
of streaming service users and leads its

52 35 35 22 20 19
competitors in online conversations. % % % % % %
• Netflix’s customers voice their opinions of people are most likely of people are most likely of people are most likely of people are most likely of people are most likely of people are most likely
interested in: interested in: interested in: interested in: interested in: interested in:
about the series and movies they consume
TELEVISION MUSIC MOVIES POLITICS VIDEO & COMPUTER GAMES BEAUTY
in their platform frequently. Arts & Entertainment Arts & Entertainment Arts & Entertainment Law, Gov’t & Politics Hobbies & Interests Style & Fashion

• Netflix can leverage the passion and 1.5x 1.9x 2.2x 1.9x 1.7x 1.2x

high amount of online discourse about

more likely to discuss topic than general population
their programming to implement their
advertising and strategies. TOP LINGUISTIC TOPICS GEOGR APHY

INFEGY 20 // 43
17 20 33 29
Midwest
%
Northeast
%
South
%
West
%
MARKET OVERVIEW DEEP DIVE

Netflix leads in volume, but

Netflix dominates the people discuss Amazon Prime
and HBO Go more passionately
streaming services market
88% of online conversations in the streaming services market
MARCH 8
are owned by Netflix TOP LINGUISTIC TOPICS
Netflix announced they were
in talks to produce a new series
Online Posts FEBRUARY 5 with Barack Obama.
(in millions)
Super Bowl LII, Netflix commercial
20 announces new Cloverfield film with
great fanfare. MARCH 4
15 Netflix programming
received nominations at the
10 90th Academy Awards.
PA S S I O N

Netflix Hulu HBO Go Prime

MAY JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR

33% 15% 38% 39%

Netflix Hulu HBO Go Amazon Prime
150,616,952 9,692,870 910,240 10,435,876 TOTAL POSTS
INFEGY 21 // 43
INSIGHT DEEP DIVE

A closer look at Netflix’s

Blogs and microblogs are leading demographics

online conversations DEMOGRAPHICS

C O M PA R E D G E N D E R B A R S
Online channel distribution of conversations about different shows reveals
where fans are talking the most

W H O ’ S TA L K I N G W H E R E
Stranger Things
Stranger Things has the most
Women discuss Netflix more frequently than other popular
The Crown volume from audiences with
streaming services. This suggests Netflix’s audience has
51% of conversations coming
the strongest female voice.
Narcos from blogs.
AGES

Orange is the New Black Black Mirror has the second

most online conversations from
Black Mirror audiences, with 54% occurring
on social (Microblogs).
Grace and Frankie

Forums Microblogs* Images Blogs Uncategorized Netflix’s top audiences fall in the age range of 35-44,
*Microblogs include social channels although Amazon leads this segment. Netflix also
catches on with the youngest groups, while it leads
Black Mirror’s Reddit page has 44-54, suggesting that younger generations are
170,350 active subscribers watching Netflix with their parents.
C A M PA I G N S P O T L I G H T WELL DONE

MullenLowe’s award-winning
MullenLowe’s Earn Your Power spot drove Iron Fist ad campaign

anticipation and positive comments online

Engaging gamers with a challenge-based campaign sparked positive reactions amongst
a hard-to-reach audience

Overall sentiment of reactions to Iron Fist

67 27
MullenLowe’s ad campaign targeting gamers was
% % awarded the 2017 Media Plan of the year by Adweek.
The goal was to engage the hard-to-reach gaming
positive negative target audience by creating a buzzworthy battle
between gamers, inviting them to “earn their power”
and supplying cheat codes and hacks through IGN
and Game Spot. The team successfully sparked
MARCH 17–19 debate amongst gamers on Twitch and elsewhere.

76
In the peak of conversations
% about the campaign during “ A standout achievement for a show about the
the week of its launch, reactions least-known character in the Marvel Universe.”
positive show 76% positive sentiment. – mediapost

top
influencers
215,000
* Analysis of the search query of Iron Fist filtered to the target segment of Gamers and Television fans

30,000 views on Twitch

GIZMODO
UPI.COM
INFEGY 23 // 43

chat messages live stream INDIEWIRE

INNOV8TIV.COM
COMPETITIVE BRAND SCORECARD

Netflix’s share of voice and global preference numbers

are significantly higher than competitors’
Amazon
Netflix Hulu HBO Go Prime Video Winner

Volume Total number of posts online

150,616,952 9,692,870 910,240 10,435,876 Netflix
about this brand

Brand Favorability Positive sentiment percentage

68% 71% 66% 74% Amazon
of conversations online

Global Preference Percent of total conversations online

88% 5% 0.5% 6% Netflix
compared to competitors

Service  Percent of people talking about the service

79% 77% 77% 76% Netflix
positive they receive with that brand

Acquisition  Percent of people talking about

67% 70% 75% 71% HBO Go
positive making a purchase from this brand

Quality  Percent of positive conversations about

81% 85% 87% 86% HBO Go
positive the quality of products from this brand

INFEGY 24 // 43
MullenLowe
Netflix should leverage its substantial advantage in share
of voice to continue speaking to core market segments
in relevant and meaningful ways.

& Netflix Summary

1 2
Netflix leads the streaming service
market in share of voice and dominates
the online conversation community. With
so much online conversation about their
shows and movies, Netflix is in position
to track and monitor these discussions
to learn more about their audiences and
their media, advertising and tailoring
programming plans around them.
The Netflix customer persona has
the most female voice amongst
competitors. Their audiences make
an average income of $58K, and their
top interests are television/movies,
music, politics, video games, clothing
and beauty. Speaking to these users’
interests and meeting them where they
are with marketing messages online will
help Netflix continue the conversation
with the right audiences.
3 4
MullenLowe created an award-winning
brand activation for the Netflix series
Iron Fist successfully targeting the hard-
to-reach gamer audience segment.
The team can use successful experience
to inform the idea behind future
campaigns. It’s clear going after niche
audiences that are part of their target
can be a win for them.
Stranger Things is Netflix’s most talked
about show online, while Black Mirror
dominates the social media landscape.
Taking the viewership numbers of these
series along with the demographics
and psychographics of the people
who discuss them online, Netflix has
a clear picture of its most vocal and
active users.
INFEGY 25 // 43
4

Starcom
& Airbnb

INFEGY 26 // 43
 VOICE + SENTIMENT BUYING POWER

49 %
51 % HOUSEHOLD DISPOSABLE
SOCIAL PERSONA
INCOME INCOME
FEMALE MALE

The adventurous $
62k $
23k
traveler
FEMALE SENTIMENT MALE SENTIMENT

74 %
26 68 % %
32 %
+$8,831 +$2,555
• The Airbnb customer profile is made up POSITIVE NEGATIVE POSITIVE NEGATIVE Over mean of $62,089 Over mean of $23,792

of people who are passionate about travel

and their brand. These people make around TOP INTERESTS
$62K in household income and have $23K

38 29 28 26 23 22
in disposable income % % % % % %
• Airbnb has done a great job of cultivating a of people are of people are of people are of people are of people are of people are
most likely interested in: most likely interested in: most likely interested in: most likely interested in: most likely interested in: most likely interested in:
tribe of customers who discuss entertainment,
TELEVISION EMAIL MUSIC POLITICS MOVIES CLOTHING
travel, business, books and literature, politics Arts & Entertainment Technology & Computing Arts & Entertainment Law, Gov’t & Politics Arts & Entertainment Style & Fashion
and fashion. 1.1x 1.8x 1.5x 2.3x 1.4x 1.6x

• Airbnb can utilize these interests and

more likely to discuss topic than general population
lifestyle patterns to continue connecting with
audiences who express high interest in finding TOP LINGUISTIC TOPICS GEOGR APHY
new and innovative ways to travel and enjoy
their stay in global destinations.

INFEGY 27 // 43
12 25 28 35
Midwest
%
Northeast
%
South
%
West
%
MARKET OVERVIEW M AT C H M A K E R

Airbnb has major potential

Airbnb has most dominant industry for strong brand partnerships

share of voice in our entire analysis Airbnb’s audiences also mention Lyft. Airbnb
customers probably use ride share services like
Lyft frequently. This could be an opportunity for
9 out of 10 times, online conversations in the shared hospitality industry are about Airbnb
the two brands to partner.

MOST DISCUSSED BRANDS

T O TA L P O S T S

Airbnb Homeaway
16,417,026 981,355
Flipkey tripping.com
93,327 15,227

TOP INTERESTS Airbnb could use the interest cross-index in

these brands and activities to form a partnership.
All brands saw similar
top overlapping INFEGY INSIGHT
audience interests: With the high interest in music and Spotify,
TELEVISION this could be an opportunity for Airbnb to create
MUSIC a playlist with destination-themed activation.
BOOKS & LITERATURE
CLOTHING & FASHION
INFEGY 28 // 43
INSIGHT CLOSE! BUT NO CIGAR

Airbnb’s 2018 destination

Airbnb’s audience craves London and Paris rose to the
top when trip destinations
predictions are hit and miss

a European vacation were mentioned in Airbnb

conversations online
In the preceding winter, Airbnb
released its 2018 predictions for
the top destinations booked with
their service:

1 Tokyo 6 Rome
LDN 2 Osaka 7 Orlando
PAR
3 Paris 8 Miami
4 New York City 9 Sydney
5 London 10 Lisbon
NYC
LIS TYO
ROM We analyzed the top destinations
according to conversational
NUMBER OF POSTS OVER L AST 6 MONTHS volume from online sources to
LONDON
find the top destinations based
on Airbnb’s audiences.
PARIS
NEW YORK CITY THE TOP 3:
ROME 1 London
TOKYO
2 Paris
LISBON
3 New York City
0 100,000 200,000 300,000

* Last 6 months’ conversational volume according to Infegy Atlas

INFEGY 29 // 43
C A M PA I G N S P O T L I G H T WELL DONE

Starcom collaborates on
Airbnb targets business travelers, Airbnb’s business-focused
campaign
ensuring good vibes
Online sentiment shows high enthusiasm for using Airbnb for business travel

SENTIMENT
74% of reactions from audiences

74 21
to the campaign were positive.
% %
Over the last year, people discussed
positive negative the overall Airbnb brand 68%
positively, meaning this campaign
THEMES improved on consumer sentiment.

Theme Documents Distribution

In 2018, Airbnb began a new campaign targeting
Expectation THEMES ANALYSIS
business travelers, with the idea that people can
With Infegy Atlas’ theme analysis, still enjoy the perks of customized travel even
Service
online conversations are when they are traveling for business.
Acquisition automatically grouped together
and categorized by frequently
Cost
referenced themes.
Creativity

Purchase Intent

Quality INFEGY 30 // 43
COMPETITIVE BRAND SCORECARD

Airbnb leads the way in

volume and passion
Airbnb Homeaway Flipkey tripping.com Winner

Volume Total number of posts online

16,410,026 981,355 93,327 15,227 Airbnb
about this brand

Brand Favorability Positive sentiment percentage

74% 80% 68% 93% tripping.com
of conversations online

Brand Trust Percentage of online conversations that

28% 26% 26% 46% tripping.com
refer to this brand with emotions of trust

Brand Passion Score of passionate online conversations

18 10 12 0.2 Airbnb
about this brand (value from 0–100)

Purchase Intent Percent of conversations about making

21% 21% 22% 30% tripping.com
a purchase from this brand

Quality  Percent of positive conversations about

15% 15% 21% 33% tripping.com
positive the quality of products from this brand

INFEGY 31 // 43
Starcom &
Airbnb’s social share of voice dominance and shifting
audience segments present huge opportunities for the
brand and its agency.

Airbnb Summary
1 2
Airbnb far and away leads the hospitality
app market, with the highest ratio
lead over its competitors out of any
comparison in this report. One big
indicator of this is that people discuss
the brand passionately and do so
with regards to the topics that Airbnb
associates itself with most.
Airbnb’s customer persona includes
people who discuss travel, are interested
in business, music, politics and fashion,
and have an average disposable
income of $23K. They have tapped into
the right niche audience by targeting
business travelers who rely on Airbnb.
The ad team can continue to research
related and also different audiences
that they might be able target with
their campaigns.
3 4
Starcom collaborated on a new ad
campaign that targets the business
traveler segment. Audiences reacted
positively to the campaign, improving
upon the brand’s overall consumer
sentiment in the last year.
Airbnb audience’s most discussed
destinations in 6 months were Paris,
London, New York City, Rome, Tokyo
and Lisbon. When analyzing the number
of rentals available to the volume of
conversation online, we can see a clear
area of opportunity to capitalize on
destination demand.
INFEGY 32 // 43
5

McGarryBowen
& Crayola

INFEGY 33 // 43
 VOICE + SENTIMENT BUYING POWER

70 %
30 % HOUSEHOLD DISPOSABLE
SOCIAL PERSONA
INCOME INCOME
FEMALE MALE

Inspired parent $
60k $
23k
or educator
FEMALE SENTIMENT MALE SENTIMENT

• The Crayola customer profile is mostly

91 %
9 81 % %
19 %
+$7,714 +$2,169
female and made up of both moms and POSITIVE NEGATIVE POSITIVE NEGATIVE Over mean of $60,981 Over mean of $23,407

teachers, with audiences having an average

of $60K in household income and $23K TOP INTERESTS
in disposable income.

• The Crayola customers discuss crafting,

design, music, books, clothing and fashion
42
of people are
%
37
of people are
%
32
of people are
%
30
of people are
%
27
of people are
%
25
of people are
%

most likely interested in: most likely interested in: most likely interested in: most likely interested in: most likely interested in: most likely interested in:
and baking, the most.
MUSIC CLOTHING BOOKS & LITERATURE DESSERTS & BAKING MOVIES TELEVISION
Arts & Entertainment Style & Fashion Arts & Entertainment Food & Drink Arts & Entertainment Arts & Entertainment
• Crayola has an audience that is interested in
2.3x 2.6x 2.1x 3.1x 1.7x 0.7x
crafting and at-home projects, as well as in art
and drawing. They can utilize these interests to
more likely to discuss topic than general population
create content and campaigns that resonate
with those audiences. TOP LINGUISTIC TOPICS GEOGR APHY

INFEGY 34 // 43
20 20 35 24
Midwest
%
Northeast
%
South
%
West
%
MARKET OVERVIEW HOW DARE YOU

The retirement of Crayola’s

Crayola leads other art material brands, Dandelion color spurred
negative sentiment online
but Sharpie keeps it close
TOP LINGUISTIC TOPICS
Consumer conversations for the top two art material brands are highly variable
month-to-month and don’t drive a consistent presence TOTAL POSTS

Online Posts
Crayola
903,352

Sharpie
SENTIMENT SUBJECT
636,111 SENTENCES DISTRIBUTION

Prismacolor
457,191

Rose Art

MAY JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR 95,651

Sentiment for the Crayola brand dropped

from 94% positive to 25% negative in one day
immediately following the announcement.
INFEGY 35 // 43
INSIGHT M AT C H M A K E R

Crayola + Cricut are

Crayola can target craft makers too, an online match

not just those who like to draw Cricut is a home die-cutting

machine used to create
projects for home décor,
People who discuss crayons, markers and other art materials parties and events, weddings,
are also highly interested in at-home and do-it-yourself crafting apparel, and more.

C O N V E R S AT I O N A L V O L U M E When Crayola enthusiasts are talking online, they

over last 12 months
are also talking online about the Cricut machine
Shirt Making
at a high rate with 91% positive sentiment.
People who discuss
This high correlation is a large area of opportunity
DIY crayons, markers and
for Crayola (or their competitors).
other art materials are
Photography
also highly interested
91%
in at-home and do-it-
Crafting
yourself crafting.

Needlework Tutorials on Pinterest

show how to use Crayola
Woodworking markers as the ink inside
the Cricut machine for
0 75,000 150,000 225,000 shirt making.

INFEGY 36 // 43
C A M PA I G N S P O T L I G H T W H AT ... I S Y O U R F AV O R I T E C O L O R

McGarryBowen launches new

Crayola’s Bluetiful campaign inspired color for Crayola

their social community To replace the retired Dandelion color, Crayola

announced a campaign to name a brand new
The social campaign to choose a new crayon color elicited mixed emotions online blue color. They brought the name to a vote from
fans, the first time they’ve allowed consumers to
choose a color since 1993.
SENTIMENT

68 28
68% of reactions from audiences to the campaign were positive
They narrowed down the vote from 300,000
% %
entries to 5 like Dreams Come Blue before landing
on the final choice: Bluetiful.
negative
positive
TOP KE Y WORDS

TOP EMOTIONS HATERS GONNA HATE

The top emotions People criticized the color
associated with the new name as being boring
color were positive

E M O T I O N S A N A LY S I S

Emotions allows for deeper linguistic analysis of the text by

automatically categorizing posts based on the internationally
recognized set of eight polar human emotions. Drill down into
the Emotions arc charts to review post content falling into
each emotion category.
INFEGY 37 // 43
COMPETITIVE BRAND SCORECARD

Crayola leads in volume

and passion
Crayola Sharpie Prismacolor Rose Art Winner

Volume Total number of posts online

875,022 628,066 451,539 92,464 Crayola
about this brand

Brand Favorability Positive sentiment percentage

83% 77% 87% 73% Prismacolor
of conversations online

Brand Trust Percentage of online conversations that

72% 79% 82% 83% Rose Art
refer to this brand with emotions of trust

Quality Percent of positive conversations about

33% 38% 29% 13% Sharpie
positive the quality of products from this brand

Brand Passion Score of passionate online conversations

28 23 18 16 Crayola
about this brand (value from 0–100)

Purchase Intent Percent of conversations about making

11% 24% 12% 64% Sharpie
a purchase from this brand

INFEGY 38 // 43
McGarryBowen &
As Crayola competes for share of voice, the brand
keeps it creative with campaigns that engage
unique target audiences.

Crayola Summary
1 2
Crayola wins out in share of voice
online but have close competition
from a passionate Sharpie
community. Both of these brands
have an active social presence but
have an opportunity to become a
dominate leader like other leading
brands in this report.
INFEGY 39 // 43
McGarryBowen’s campaign
encouraged fans to submit and
vote on names for their new color,
resulting in billions of impressions
and a lift in sales.
3 4
While some criticized the new color
for being “boring,” the launch drove
online conversation and positive
sentiment from audiences. Future
campaigns can utilize social listening
data to understand audience
sentiment and conversations about
key brand decisions like new colors
and the reaction to them.
Crayola’s audiences have a high
interest in at-home crafting and
do-it-yourself projects such as
shirt making, woodworking and
photography. Crayola can expand the
topics they focus on and take part
in conversations around more than
just art and colors. This can help
them better cultivate relationships
with people who have interests and
passions that extend beyond the
typical topics Crayola discusses.
 To recap, the specific examples in this
report demonstrated 5 ways agencies

Conclusion can use social data for their clients:

The social listening insights available to agencies— advertising, marketing,
research and elsewhere— have changed the game in how we analyze
audiences, campaigns and overall brand health.
While different agencies work with their client brands on different projects
Leverage sentiment, share of voice and brand
1 favorability data to understand consumers
and competitors.

2
and services, they can all use this data to gain a better understanding Build audience and buyer persona profiles
of their customers, audiences, competitors and influencers, as well as with more precision.
measure performance, plan campaigns and more.

Compare and contrast brands within the

3
Each agency in this report can use the data
industry and identify which brands share
in different ways to better target their brand’s
similar customers.
audience and also identify trends they may have

4
otherwise missed. Identify why people buy and why they engage
Twix’s agencies can uncover insights about how their audiences are with brands in the travel industry.
interested in food blogs and influencers. Netflix could discover their
most discussed shows and from what audience segments. And Airbnb Understand the topics of interest and intrigue
could see if they effectively targeted a niche audience, such as business
travelers, with their latest campaign. 5 for your customers and understand what gets
them talking.
INFEGY 40 // 43
Methodology
The featured data is derived from
the social listening insights available
in Infegy Atlas over the last year.
Data was pulled using research
within the platform using the brand
conversations in our database. The
conversational data includes content
pulled from:
• Social media channels
• Blogs and user-created articles
• News publications
• Forums
• Review sites
• Comments
• Other online channels where users
discuss the related topics
The featured brands, and the listed sources
competitors, were chosen based on
Airbnb data analytics:
statistical analysis of revenues and
https://www.statista.com
overall share-of-voice in the market.
AirDNA Candy sales data:
The agencies were chosen based on
https://www.statista.com
a number of factors including:
courtesy of IRI
• Ad agencies’ revenue, size, client
base, according to Ad Age’s 2017
Agency Report
• Listings in the AdAge Agencies
of the Year for 2017
• Campaign successes and
reputation in the industry
note that not all of the agencies in
this report are the Agency of Record
or only agency that is partnered with
the respective brands.
INFEGY 41 // 43
 results you can trust
93% sentiment accuracy and
97% recall — backed by the largest
Get results. validation test ever published in
Choose the best technology.
the industry.
Beyond volume and sentiment, Infegy Atlas helps researchers
get to the heart of what consumers think and discuss, audience segmentation
and how they feel about topics and brands through nearly
Default and customizable audience
instant analysis of millions of social conversations.
segments that enable users to
create social media focus groups to
perform more targeted research and
deeper discovery.
event detection
Sophisticated statistical analysis
of more than 125 metrics that
highlights the key drivers within
conversations and identifies the
most important events.
flexibility
Unlimited search queries and
data access going back all the
way through 2007, allowing you to
perform more research and pivot
more quickly.
context
Deeply understand complex
nuances, including emotions
like trust and themes such as
purchase intent, automatically.
speed
Through the API or the UI,
return advanced contextual
analysis within seconds of
hitting submit.
INFEGY 42 // 43
Infegy is the leading SaaS data
analytics company that helps global
agencies and enterprise partners
understand their consumers to make
more informed business decisions.
Our cloud-based social media
intelligence platform, Infegy Atlas,
is powered by Infegy’s best-in-class
Natural Language Processing and
machine learning technology to
provide real-time insights leveraging
social media data from the more
than 400+ million sources.
With a focus on translating the voice
frontdesk@infegy.com
of the consumer into actionable
intelligence, Infegy Atlas has been
utilized to determine what moms
facebook.com/infegy
think about sugar content in
breakfast cereals, what drives sales
for nail polish, and if the PlayStation 4 twitter.com/infegy
will outsell the Xbox One.
Ready to see the software used to
linkedin.com/company/infegy
create this report in action? Get a
personalized demo of Infegy Atlas.
infegy.com
r eq u e s t a d e m o
INFEGY 43 // 43