Social Media Measurement

A leading manufacturer of safety razors wanted to know whether one of its social media advertising campaigns generated a positive return and encouraged incremental consumption.

IRI determined that the social campaign delivered a 7.5 percent sales lift, a 6 percent increase in refills, and that 79.7 percent of new customers were sourced from key competitors.

THE CHALLENGE

Attributing sales to online advertising can be difficult due to a number of factors. IRI’s broad range of data assets and ability to link them enables an understanding of the isolated effects of social media on sales.

The client selected a specific product to feature in a specialized advocacy program – an advertising campaign fueled by real consumers recommending the purchase of a specific product.

In partnership with the client’s social marketing agency, IRI applied a four-step process to execute the campaign:

1. Selected campaign target based on several key factors:

Women ages 23 to 28
Involvement in social media platforms
Regular purchases in the shave category

2. Ensured full campaign engagement through:

Exclusivity using invitations and limited time offers
Education regarding the product
Recognition and reward for the consumer

3. Activated across a multitude of channels including:

Social posts
Blogs
Video reviews

4. Measured sales activity at the market and household level

To measure the impact, IRI utilized a five-step process to lead the manufacturer through the campaign and gauge the success of the program:

THE RESULT

IRI analysis identified that the advocacy campaign created significant sales lift - 7.5 percent for the product and 6 percent for product refills. The majority of sales (79.7 percent) were sourced from key competitors, the type of behavior the manufacturer desired.

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