This document is a case study compiled by saidWot and Etta Howell for the Topsy Foundation about online comments and discussions related to an advertisement from June 2011 to February 2012. It analyzes data from social media platforms, websites, and news sites in countries around the world. The case study found that the majority of discussion was positive and originated from South Africa, the US, Germany, Japan, and Egypt. It also determined that the advertisement, created in 2009, was still being widely shared and discussed online, showing that ads can have longevity. Finally, it estimates the overall value of the online discussions at over R1 million.

1. Selinah
A saidWot Case Study
for the Topsy
Foundation
June 2011 – February 2012
Compiled by @saidwotORM and
@Etta_Howell for @topsynonprofit

2. The Formalities
This Case Study is based on all comments received from June 2011 until
February 2012.
It is based on English comments from around the world.
This case study was compiled as part of saidWot’s social initiatives for the Topsy
Foundation, and was shared with their permission.
If you would like more information about saidWot, please contact us:
www.saidwot.com/contact-us
For more information regarding the Topsy Foundation, visit their website:
www.topsy.org.za

3. Where did the conversation take place?
67 comments posted
on Social Media
Platforms
25 articles posted on
Websites
3 articles posted on News
sites
2 Blog posts

4. Said What?

5. Sentiment
All comments made about the advertisement were either of neutral or
positive sentiment.

6. Who was listening?
Majority of the audience was male and also between the ages of 18 and 34.

7. Where on earth are they?
The advertisement was discussed worldwide, with comments and
shares originating from South Africa, the USA, Germany, Japan and
Egypt to name but a few.

8. Where did they leave a mark?
The audience preferred to share their comments on social media sites,
such as Twitter, Facebook and YouTube.

9. What did they say?

10. What did they say?

11. The success of the advertisement
The advertisement was created by Ogilvy Johannesburg in 2009.
However, 3 years later, the advertisement is still being shared worldwide
and still has the same impact on people as it had in 2009.
It shows that advertisements can live on for a long time online.

12. How much was it worth?
Each article or comment about the advertisement was worth
R1 461.18
Overall, about 632 223 people worldwide saw comments about the ad.

13. More Information
We have all the data and analysis available that went into writing this case
study. If you are interested in receiving this, please contact us on the
details below.
If you want to know what is being said online about your brand, then
contact us on the details below and we will gladly set up a demo account
for you.
South Africa: United States:
Tel: +27 11 021 8740 Tel: +00 (1) 704 450 2403
Email: infosa@saidwot.com Email: infous@saidwot.com
Web: www.saidwot.com