Sun-care brand Hawaiian Tropic sought to analyze the effectiveness of a digital advertising campaign for the Italian market. In particular, it wanted to know whether the campaign was achieving a viral effect across social media, and was driving purchase intentions and recommendations.
First, we used our GfK Realtime Effects solution to measure the effectiveness of the digital advertising campaign; in particular, its impact on Hawaiian Tropic’s key performance indicators. We also conducted deep-dive analysis of relevant content across social media, using human coding (social data cleaned and categorized by skilled people) to understand the topics and sentiments of posts.
Our findings showed that the campaign had a positive impact on future purchase intentions and recommendations. We identified the specific campaign elements that were driving social media posts and sharing, as well as the areas where the company could strengthen the communication of its brand attributes.
Insights from social media analysis revealed the brand’s success in promoting viral activity. They also allowed us to make recommendations to encourage more sharing in future campaigns.