Interview: Ogilvy Head of Data & Analytics Julián Esbri on Empathy, Creativity, and Agility, Inspired by Brandwatch Insights
By Isabel PeláezSep 23
Combining high-quality mobile survey technology, a robust polling methodology, and expert data analysis,
our bulletins will be essential reading to get the pulse of the nation
Last week, I attended Greenlight’s July Christmas Conference. I know what you’re thinking (I thought the same): marketeers are promoting Christmas earlier every year, but surely July is going too far! Don’t worry, we’re not going to see Christmas decorations anytime soon, but as the clever people at Greenlight know, marketeers start planning for Christmas in Q3 and so it is a good time to have the conference.
More pressing for me was what to present. Should I talk about how social media can predict the must-have Christmas toy or gadget? How it can monitor, inform and be used to alter Christmas campaigns? Or perhaps how it can be used to understand and resolve frustrations over gifts and services? Ultimately, as a father of 4 young children, I felt obliged to answer a much more emotive question: how much did we hate last year’s Littlewoods “lovely, lovely muvver” ad?
In case you can’t recall, here is the advert in question:
It generated headlines like this in The Sun [a despicable British newspaper – ed]:
So what was the reaction on social media? Well here’s the twitter word cloud:
And here is the story in numbers:
So did Littlewoods do the right thing by keeping the ad up? From a marketing point of view they probably did, as the target market segment loved the ads. Did Social Media help them decide? I don’t know, but if they’d joined the hundreds of retailers and marketers who use Brandwatch, then almost certainly, yes.
Combining high-quality mobile survey technology, a robust polling methodology, and expert data analysis, our bulletins will be essential reading to get the pulse of the nation.