Tracking online brand conversations for a global luxury fashion company
Analysing viewers’ conversations to inform future marketing initiatives for the UK’s longest running commercial network.
Understanding needs
A biennial primary research brand tracker was providing huge in-depth insights but as a fashion brand, capturing online views and fads would provide more in-the-moment insights to feed into more agile brand communication and marketing campaigns.
Connecting data
Collected millions of online conversations via public forums and social media for 16 global luxury handbag companies across 7 global markets.
We created a framework to track and benchmark the brand’s performance alongside competitors on key ‘topical’ measures.
Driving change
Delivery to C-Suite Executive Board to help with global brand positioning and marketing campaigns.
Quarterly tracking has allowed the brand to stay ‘on-the-pulse’ with consumer language and trends.