Featured case studies are grouped under the following headings:
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If you have an interesting project case study to tell, contact Kathryn@ipa.co.uk who’ll advise on desired structure and **word length.
As well as becoming part of the downloadable case study resource we’ll also ensure it is reviewed by an expert panel of academics and practitioners. Those that meet a particular standard will be displayed publicly on the websites of the three project organisations and discussed at future events.
The cases below feature uses of social media to develop insight.
When launching its newest burger, KFC opted to satirise the clean eating trend and present its product as a more pleasurable alternative.
Read this case for an example of a brand using social media to develop its audience strategy and deliver humorous content.
A PR and social strategy kept the Organ Donor Register top of mind with Scottish audiences whilst a new marketing campaign was being developed.
Read this case for an example of how social channels can be used to maintain brand awareness and engage consumers to take action.
To uncover new growth opportunities in its baking, cooking and spreads business, Unilever worked with Kantar TNS to apply social listening in conjunction with more traditional
research methods to gain greater insight into consumers' habits and attitudes in a mixture of countries.
Read about this work for an in-depth description of the uses and limitations of applied social listening.
An example of social listening, this case study describes how Lloyds used social listening to gain greater understanding of the needs of small businesses seeking to expand overseas. The bank used the insights from this exercise to shape its international products for small companies.
In this case study, Halifax details how it used short video and GIF content tailored to individual social channels to present financial concepts in an accessible fashion when these were in the news. The results show that the brand was more associated with being easy to understand and had higher consideration (both metrics the bank believed to be closely correlated with sales), following the campaign.
The case illustrates how social insight can be used to identify user behaviour and to shape strategy designed to reach individuals via social for commercial objectives.
The low-cost Asian airline, Scoot, responded to increased competition and a budget cut by using insight into people's social and travel behaviours to revamp its content approach on social channels. It reported increased sales conversion rates and ROI from its social spend following the changes.
Read this case for an example of how a brand can use insight to segment and improve the impact of its social content
Sport England wanted to encourage more women aged between 14 and 40 to take part in sport and exercise. By listening and analysing social conversations about broad exercise-related topics and combining these social insights with those gleaned from focus groups, Sport England was able to identify the key deterrents preventing women from exercising. As a result, it made the tone of its communications campaign more empathetic, down to earth and reassuring, and targeted messages at particular audience segments.
This case is a good example of how social insight can be used in strategy, planning, segmentation and performance tracking.
Janssen Pharmaceutical wanted to research the needs of patients with schizophrenia and medical professionals in order to make conversation between the two groups easier in both directions.
This case study explains how the company and its agency partner used netnographic techniques to 'scrape' and analyse thousands of conversations about the condition to unearth insights about the language and tone in which it was discussed. These insights were combined with those of focus groups and employed to redesign the company's key website on the subject and create a new tool, which proved highly popular. It is a good example of how social listening can be used to research hard to reach groups and/or sensitive subjects.
This case demonstrates how social listening techniques were used to analyse a large, unstructured and "noisy" body of social chatter among specialist scientists, reduce it to a manageable body of conversations, and analyse it for key themes and characteristics which could be used to inform a sales strategy to this difficult to reach audience.
A.H. Beard, an Australian mattress manufacturer, needed to grow awareness of its brand, even though the category is typically of low interest to consumers who buy mattresses on average only once a decade. This case describes how the brand used a social media-led campaign to promote a six-week sleep challenge in which the public was encouraged to change their behaviour to improve their sleep patterns. The approach attracted new consumers to the brand and increased intent to purchase the company's products.
By creating a content-driven approach to engage business decision-makers, Vodafone changed perceptions of its offer among small businesses and local government. This case study describes in detail how the company created a communications model and a working process to create and distribute content across channels, and track its influence on helping commercial teams and consultants use the content to help them convert sales leads.
The case describes how TfL used various social media feeds to keep travellers aware of transport issues and to humanize the brand's service teams. Social media feeds helped improve TfL's reputation and deliver innovative service.
Read how 02 enabled its teams to respond with empathy and humour during a serious network outage.
Read how the chocolate egg brand tapped its social media fans to gauge engagement in different versions of creative, and then put wider media support behind the most engaging implementation
These cases highlight different facets of social media measurement.
This case study describes how the US Navy recruited cryptologists via an alternate-reality puzzle-solving game across diverse social media. Social media was used to promote the game and to support team efforts to solve the puzzle - a process which identified people with a talent for code-breaking as potential recruits for the Navy's cyber protection force. The approach was so effective that it was repeated in a follow up campaign.
Read how the Philippine tourism industry tapped into the patriotism and enthusiasm for social media of Filipinos worldwide to spread a message about the country's fun aspect and also a worldwide thank you for the global support that the country received after it was hit by a typhoon. This case is a good example of how social media has been used to encourage behaviour and messaging on a mass scale.
This case study demonstrates the impact of social as a platform to distribute mischievous, topical creative executions with the aim of refreshing the ice cream brand's personality and relevance. The authors used econometrics to isolate the sales impact of social channels on sales.
An innovative mobile measurement solution helped IKEA prove Facebook increased its store footfall.
How the disinfectant brand calculate the real sales impact of its Facebook channel.
Using social followers to power ASB's home lending business.
Learn how the yogurt brand created an "always on" social newsroom to build reach efficiently and grow consideration in a competitive market.
With a tiny budget, Ed's Easy Diner grew sales and increased penetration with a campaign on Facebook. Find out how.
Read how BT saved £2m in costs and made itself an easier company to deal with by using social channels to service customers.
Fridge Raiders engages teen gamers and increases sales of the meat snack by creating a new snacking occasion.
A giant ash cloud and social media - Discover how storytelling via social media was used to win back tourists to Iceland
The cases below feature use of social media for personalisation.
Half of all US teens had not enjoyed a Coke in the previous 12 months and Coca-Cola needed to re-connect with teenagers and drive consumption. This case sets out how the US operation imported the internationally successful 'Share a Coke' campaign - which enabled popular names to appear on Coke cans - into the US, adding several new elements with the aim of encouraging teenagers to purchase and share bottles with their friends' names on them.
By encouraging the spread of the Reword tool - which highlighted to young social media users when their language was potentially bullying - in Australian schools and home computers, this campaign triggered a reduction in bullying per user.
Chair: Stephen Maher, MBA
Academic Adviser: Prof. Paddy Barwise, London Business School
|Celina Burnett, ASOS
||Andy Pang, Snap
|Jack Burn, The Market Research Society
||Kathyrn Patten, IPA
|Fran Cassidy, Cassidy Media Partnership
||Michael Piggott, The Marketing Society
|James Devon, MBA
||Jessica Salmon, Telefonica
|Simeon Duckworth, Essence
||Jake Steadman, Twitter
|Mark Earls, HERDmesiter
||Christian Walsh, The Market Research Society
|Janet Hull, IPA
||Sarah Woodley, The Marketing Society
|Chris MacLeod, TfL
Last updated 20/11/2017