McCormick, Sprint and UPS All Finding Ways to Use Data Creating Efficiencies | Adweek McCormick, Sprint and UPS All Finding Ways to Use Data Creating Efficiencies | Adweek
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Three Brands That Used Data to Transform Their Media Strategies

Creating efficiencies

Sprint
Harnessing All That CES Chatter

As it evaluated its social media strategy last year, Sprint surmised that it did a good job following consumer buzz on Facebook and Twitter. But the telecommunications brand figured it could do even more to harness the medium’s agility.

Digitas proposed a solution, in January activating Sprint BrandLIVE at the Consumer Electronics Show in Las Vegas, combining Sprint’s brand messaging with the real-time responsiveness of a news organization.

Sprint wanted to know which trends would be hottest at the annual tech shindig. The brand has heavily promoted its green identity, so one of the trends Digitas monitored was eco-innovation, for example. (Other topics monitored included technological innovation and mom-centric technology.) The Digitas team followed those trending topics throughout CES; their findings then influenced social media content Sprint would post.

“We took some data points around what people were talking about…and then we took trending from that or what’s being shared at a high rate of frequency, and we ideated around those internally to come up with Facebook or Twitter posts or videos or whatever other dynamic media,” says Eric Korsh, Digitas’ vp, brand content.

The team came up with ideas on the spot, which were either accepted or rejected by the client. Then came more analytics around measurement and optimizing, expanding paid media for topics that were performing well and replacing communications not doing so well.

The result: Sprint achieved 2.1 million uniques and earned 7.5 million impressions over the three days of CES. On Facebook, its CES content generated over 175,000 likes.

Meanwhile, Twitter selected Sprint as one of its #2013CES winners, heralding the brand’s real-time approach as nothing short of “the future of marketing.”

Says Jason Kodish, svp, strategy and analysis at Digitas: “Historically what we’ve done is to use data on the back end of a campaign to understand efficacy and optimize it based on a couple of different factors. BrandLIVE allows us to use data on the front end of the campaign. With real-time marketing, it transforms how we use data from an analytic approach to a strategy involvement. It almost eliminates the need for a lot of the marketing and research that goes on that formulates creative strategy. It allows you to use the real voice of the consumer instead of the simulated voice of the consumer.

“This,” says Kodish, “is where the industry is going.”

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