Under Armour Campaign Analysis
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Advertising campaign and product launch analysis with Crimson Hexagon's social media listening and analytics platform.
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Under Armour Campaign Analysis
- 1. UNDER ARMOUR CAMPAIGN & PRODUCT LAUNCH SOCIAL MEDIA ANALYSIS
- 2. The Crimson Hexagon ForSight™ platform uses proprietary, patented, example-based, statistical classification to quantify the social media conversation in near real-time in most languages. It combines human judgment and computer automation to identify key themes, topics, and opinions on any given topic within the social media universe. Crimson Hexagon measures, quantifies and tracks any topics or opinions that are being expressed online. Because our underlying technology is set up to replicate and amplify how a human analyzes the conversation, any online opinion or topic that can be identified and understood by human judgment, can be quantified by our platform. Therefore, any business question which is discussed online, can be tracked and measured by Crimson Hexagon. Creating monitors within the Crimson Hexagon ForSight™ platform is a highly customizable, yet efficient process. The overall structure of the analysis is entirely user-defined, guided by the business question at hand. Users can set up a Topics of Discussion, Basic Sentiment, Drivers of Sentiment, or Customer Segmentation monitor by adding new categories, grouping categories together, and changing category labels. The platform gives users the ability to export visual results, such as graphs, charts, topic wheel, sample posts, etc. as an image or into excel. This report contains: 1. #IWILL Commercial – Drivers of Sentiment Analysis (Twitter & Under Armour Facebook Wall) 2. #IWILL – Twitter Campaign Analysis (Twitter) 3. Armour39 – Product Launch Analysis (Twitter & UnderArmour Facebook Wall) 4. Comparative Studies – The Bigger Picture (Twitter & UnderArmour Facebook Wall) CAMPAIGN & PRODUCT LAUNCH SOCIAL MEDIA ANALYSIS UNDER ARMOUR 2
- 3. #IWILL COMMERCIAL DRIVERS OF SENTIMENT ANALYSIS 3
- 4. DRIVERS OF SENTIMENT ANALYSIS Volume & Sentiment #IWILL COMMERCIAL Drivers Of Sentiment 2.16.13 – 3.3.13, #IWILL Commercial Volume 2.16.13 – 3.3.13, #IWILL Commercial The volume of conversation on Twitter and the Under Armour Facebook page when commercial launched peaked at just over 2500 relevant posts on 2.17.13. The daily volume trend decreased shortly after, with less than 150 relevant posts per day. Relevant volume from 2.16.13 – 3.3.13 totals 4,546 posts.
- 5. DRIVERS OF SENTIMENT ANALYSIS #IWILL COMMERCIAL Sentiment towards the commercial was overwhelmingly positive, driven by comments about how “sick” and “awesome” it is. Consumers also described the commercial as “mind-blowing” and were fascinated by the color changing clothes. The athletes picked to be in the commercial were also a driver of positive conversation. There was a lack of conversation about the Armour39 that was featured in the commercial. It seemed that most consumers focused on the “high-tech apparel”. This was successful in getting consumers to relate UA to innovation, however some consumers expressed confusion. Drivers Of Sentiment 2.16.13 – 3.3.13, #IWILL Commercial 1 2 3 1 Bryce Harper “The new @Bharper3407 commercial for Under Armour is so sick #obsessed” I just saw my main man @Bharper3407 doing his thing in the new under armour commercial. #natnation 2 Color Changing Clothes OMG just saw the new #UnderArmour commercial. #IWill get one of those suits when they come out. That thing looks more awesome than iAnything 3 Negative Nike gets rated the #1 most innovative company so Under Armour has to do a commercial about a product they haven’t even invented yet!?!? Is Under Armour trying to sell ideas? They didn't show one product in that whole commercial.
- 6. DRIVERS OF SENTIMENT ANALYSIS Positive Discussion #IWILL COMMERCIAL What did I just see?!? Underarmor has created a suit?? #underarmor #commercial #mindblown twitter.com/PatrickLamb1 Feb 24, 2013 That under armour commercial...so fucking cool. #iwill twitter.com/anavalentinaz Mar 1, 2013 No shit!! Canelo Alvarez is sponsored by under armour. He just came out on a commercial, that's fucking legit!! Repping Mexico & Jalisco!! twitter.com/CarlosH530 Feb 16, 2013 New under armor commercial? Mind. Blown. twitter.com/laurascott128 Feb 19, 2013 @Bharper3407 looks like such a badass in those #UnderArmour commercials #Stud twitter.com/RogerZwilling21 Feb 20, 2013
- 7. DRIVERS OF SENTIMENT ANALYSIS Demographics #IWILL COMMERCIAL The gender breakdown is strongly in favor of males. The influencers include news outlets, sports journalists, and athletes. When looking at the geographical distribution of the conversation across the US, Nevada and Maryland are dark red, the hometowns of Bryce Harper and Under Armour, respectively. The impressions spiked when the original commercial was launched, and again when the Bryce Harper version was released. Influential Authors Twitter Impressions Geography Heat Map: Per Capita Gender Breakdown
- 9. TWITTER CAMPAIGN ANALYSIS Volume & Topics #IWILL Topical Breakdown 2.10.13 – 3.3.13, #IWILL Volume 2.10.13 – 3.3.13, #IWILL The hashtag started spreading on 2.12.13 when Under Armour’s Twitter handle began tweeting inspirational messages and product sneak peaks. The volume of conversation on Twitter peaked at just over 1,000 relevant posts on 2.17.13 – the launch of the #IWILL commercial. There was another small spike on 2.19.13, and volume has slowly decreased since that date. Relevant volume from 2.10.13 – 3.13.13 totals 9,135 posts on Twitter.
- 10. TWITTER CAMPAIGN ANALYSIS #IWILL Topical Breakdown 2.16.13 – 3.3.13, #IWILL 1 2 3 1 RT @UnderArmour RT if you want an exclusive look at the future of @UnderArmour footwear. #IWILL RT @UnderArmour Here's your exclusive look at what's coming in 2013 from @UnderArmour footwear. The #UnderArmour Toxic 6. #IWILL http://t.co/gmxvOMko 2 RT @UnderArmour Here's your exclusive first look at the #UABrandHouse in #Baltimore. #IWILL http://t.co/V5HuilmV 1 day left! Under Armour Brand House’s grand opening is tomorrow! #PROTECTTHISHOUSE #IWILL Footwear/Other Products Brandhouse 3 RT @UnderArmour When you hit the wall...BREAK IT DOWN. #IWILL #MorningMotivation RT @UnderArmour Beast mode:ON. #IWILL #MorningMotivation Under Armour Inspirational RT’s RT @UnderArmour Be done with doubt. #IWILL #MorningMotivation
- 11. TWITTER CAMPAIGN ANALYSIS #IWILL Topical Breakdown 2.16.13 – 3.3.13, #IWILL 4 5 4 @Drinkmysuccess Oh we're ready! Going to be crazy talent out on that field! Are you going to be the best? #IWILL #RivalsCamp RT @RivalsCamp Who's going to be so good at their regional #RivalsCamp that they earn a spot at the 5-star @RivalsChallenge? #IWILL 5 The future is in wearable computing. Combine it with augmented reality. WOW!! #Iwill #future #AR #augmentedreality http://t.co/mzAgs9tdGN OUR JOB IS...TO MAKE YOU BETTER. TO MAKE ALL ATHLETES BETTER. ONE INNOVATION AT A TIME #IWILL #Armour39 http://t.co/TO2LmAxpIL Rivals Camp Innovation/Armour39 "@andrewquay: UA stepping up its game in technology. #underarmour #IWILL http://t.co/ AaY9JkYd " @UnderArmour need consumer guinea pigs??
- 12. TWITTER CAMPAIGN ANALYSIS Visualizations (All Conversation) #IWILL
- 13. TWITTER CAMPAIGN ANALYSIS Demographics #IWILL The gender breakdown is strongly in favor of males. The influencers include news outlets, sports journalists, and athletes. When looking at the geographical distribution of the conversation across the US, Maryland is dark red, the hometowns Under Armour. The impressions usually spiked when there was an Under Armour tweet that was retweeted hundreds of times. Influential Authors Twitter Impressions Geography Heat Map: Per Capita Gender Breakdown
- 15. PRODUCT LAUNCH ANALYSIS Volume & Topics ARMOUR39 Drivers of Sentiment 2.11.13 – 3.3.13, Armour39 Volume 2.11.13 – 3.3.13, Armour39 Announcement of the Armour39 device on 2.12.13 triggered a spike of conversation on Twitter and the Under Armour Facebook page peaking close to 700 relevant posts. The conversation quickly decreased, averaging just 52 posts per day from 2.13.13 – 3.3.13. The volume of relevant mentions about the Armour39 device totals just under 2,000 from 2.11.13 – 3.3.13. The majority of the conversation (91%) consisted of neutral posts of consumers sharing the news of the new product, and spreading links and articles. Actual organic consumer conversation was small, and consisted of consumers expressing excitement and intent to purchase (4%), and also skepticisms and disappointment in the product (4%).
- 16. PRODUCT LAUNCH ANALYSIS ARMOUR39 Topical Breakdown 2.16.13 – 3.3.13, #IWILL Armour39 sounds sooo amazing twitter.com/gthom51 Feb 20, 2013 I need this so bad!!! www.facebook.com Feb 20, 2013 I want! This is going to be awesome. #UnderArmour #Armour39 http://t.co/NQ2gxZkv twitter.com/Chris_Blevins Feb 17, 2013 Under Armour's Armour39 measures effort #WearableTech http://t.co/JJkhBw1WB7 twitter.com/BradNeiman Feb 20, 2013 Positive Comments Neutral Comments Under Armour Creates High-Performance Fitness Tracker [Preview]: underarmour armour39. ... http:// t.co/wckmH7Ok3V http://t.co/3GNdQc2NPc twitter.com/getfitym Feb 22, 2013 That Armour 39 chest strap shit sounds wack twitter.com/DJFURE Feb 17, 2013 Negative Comments No app available, $350 for the system. Waaaaay to expensive. www.facebook.com Feb 20, 2013 Sample Verbatims Looks cool, and the iOS app looks nice but $350 is quite pricey,,this tech is old now and available for for 1/3 of the price, big UA fan but will probably give this one a miss, plus no euro options on delivery.. www.facebook.com Feb 21, 2013
- 17. PRODUCT LAUNCH ANALYSIS Demographics ARMOUR39 The gender breakdown is strongly in favor of males. The influencers are mainly news outlets and mainstream blogs. When looking at the geographical distribution of the conversation across the US, Maryland is dark red, the hometowns Under Armour. Influential Authors Twitter Impressions Geography Heat Map: Per Capita Gender Breakdown
- 18. COMPARATIVE STUDIES THE BIGGER PICTURE 18
- 20. BRAND IMPACT Brand Impact COMPARATIVE STUDIES
- 21. UNDER ARMOUR Apendix CAMPAIGN & PRODUCT LAUNCH SOCIAL MEDIA ANALYSIS
- 22. About Crimson Hexagon Crimson Hexagon, founded in 2007, is the leading global provider of social media analysis software that delivers business intelligence for brands and market research professionals. Powered by patent technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform overcomes the limits of traditional market research by delivering a real- time view of how engaged online consumers truly think and feel about a brand or issue. For more information, visit http://www.crimsonhexagon.com