This week in Digital Bytes: Twitter unveils its new Brand Hub Analytics Tool; Debenhams revives its ‘Found It’ Christmas campaign; and John Lewis increases its social media budget for Christmas.
Twitter Unveils Brand Hub Analytics Tool
Twitter is enlarging its analytics product with the launch of its new analytics tool called Twitter Brand Hub which the company says it’s currently making available to large and medium advertisers in English-speaking countries.
This tool is to enable advertisers to measure their conversations on the social network against its top competitors. Although, the Brand Hub appears to be less centred around specific ads or campaigns and more on the broader conversation around different brands and products, the data derived from this could help businesses see where they need to boost their visibility with ads.
Presenting medium and large businesses with access to ‘Brand Hub’, Twitter looks to show brands how much of the social media conversation is about them compared to their competitors thereby allowing them to measure their performance on social media against rivals.
The company in a statement explains how it intends to measure this, stating: “We determine your brand’s TrueVoice by first analysing Tweets about your brand and those about your competitors. Then, we identify what percentage of these impressions your brand owns, giving a birds eye view into the engagements, impressions and mentions of each participating brand, enabling advertisers to add a personal touch to their future content”.
The tool promises to give marketers key data on who is speaking about the brand (broken down by gender, location, job and income) and what they are saying to help marketers understand the best demographics for targeted ad campaigns on Twitter.
Debenhams’ ‘Found it’ Christmas Campaign
Debenhams has revived its ‘Found It’ theme from Christmas 2014 for its Christmas 2015 campaign turning to shorter, more targeted messaging with an integrated campaign using celebrities, such as Dawn French, Sarah Millican, Jamelia and James Nesbitt, and will be promoted through social media, press, influencer marketing and in-store activity starting in November, with TV launching later in the month.
Last year Debenhams took a new tact in its Christmas marketing, focusing on gifting instead of fashion and adopting a new ‘Found It’ theme. Debenhams, this year is hoping to make a stronger emotional bond with customers with a more emotive message focusing on Christmas shopping as a personal experience.
It will more clearly acknowledge customer personas in its creative including; ‘Found It For the fashionista’; ‘Found It For the girl who likes to sparkle’; ‘Found It For the weekender’; ‘Found It For the one you love’; and ‘Found It For the littlest one’. Debenhams is likewise shortening the TV ad length to 20″ and 10″ to double the amount of times customers will see the ads.
Richard Cristofoli, Debenhams Marketing Director, said, “Feedback on our 2014 campaign was extremely positive and we are pleased to return with an even stronger emotional connection this year.” “Our campaign is multi-channel and seeks to make smart use of resource with for example, shorter length TV ads that see us deliver a higher frequency of media.”
John Lewis’ Christmas Campaign
John Lewis plans to increase its social media spend within its Christmas campaign 2015 budget, after it has confirmed that social media is fast becoming the major channel used for adverts by companies. The retailer confirmed it would increase spend after Wales Online reported social media would take an even greater role in its Christmas campaign this year. The news site quoted MD Andy Street as saying spend would increase.
The John Lewis boss said the firm has embraced social media and added: “Our ad now launches on social media. “It used to be waiting for the big reveal on X Factor but the big reveal now is on social media and YouTube. “On the day the ad launched last year we had millions of viewers on social media so it’s become the accepted place. We now have a team that works long hours in Glasgow monitoring all mentions of us on social media and responding to customers immediately so it’s become part of our communications just as anything else would be.”
Like previous years, the campaign is expected to break first on social media. Although John Lewis said the song and artist has yet to be confirmed, Sources told Marketing the Oasis track ‘Half the World Away’ is in the running to feature on the much-anticipated advert.
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