Measuring campaign performance
With Brandwatch, Samsung can access the billions of conversations happening online every day across Europe. Samsung then closely monitors social reactions, experiences, opinions, and trends for various topics in real-time to understand consumers’ feedback for different products and events, not only for Samsung's but for their competitors' offerings too.
Samsung have created customized dashboard trackers for their brand, categories, and products, enabling them to capture signals from the internet to understand their needs and frustrations better, so they can continue to enhance and optimize their marketing communications across the European region.
Social data is a vital tool for teams to gauge the reception and performance of any campaign launch. At Samsung, Brandwatch plays a crucial role in assessing new product announcements and launches. With Brandwatch Consumer Research, the team can track real-time reactions, sentiments, and key performance indicators (KPIs) like mentions, comparing them to previous campaigns and competitor launches.
This instant availability of social insights is particularly valuable to Prash and his team. They also rely on Brandwatch to stay informed about the overall ecosystem and competitor activities, allowing them to compare campaign metrics with major competitors.
“When a major competitor elsewhere in the industry has an event, we obviously look at what they're doing. We’re trying to understand: is there anything we can learn from what they've released or what they've announced and the general reception to it” explains Prash. “We've evolved the practice from generic social listening into social intelligence, where we look beyond performance and dive into the qualitative of what’s driving conversation related to our ecosystems around our brand, categories, and products.”