What makes a memorable marketing campaign? Often, it’s a superstar or a jingle that catches your attention. But this year, the brands who are breaking through the noise are communicating heartfelt messages. Sprinklr analyzed brands who received a significant amount of buzz for their marketing this year to find the top 10 campaigns with the happiest reactions on Twitter.
Why is this study important? Because emotions drive sales. Research shows that positive emotions toward a brand have a far greater influence on consumer loyalty than trust and other judgments, which are based on a brand’s attributes. The most successful brands listen to their customers on Twitter, learn from them and take these insights to create successful marketing campaigns that elicit a positive emotional response.
Sprinklr’s Twitter insights from the top 10 brands that make people happier:
1. Disney - #GalaxysEdge
The massive anticipation for Star Wars: Galaxy’s Edge themed lands at Disneyland Park and Disney World created positive online buzz with Star Wars fans discussing what to expect when exploring the new galaxy far, far away. So far, mentions of #GalaxysEdge on Twitter are eighty-eight percent positive.
The biggest spike in conversation on Twitter happened on May 31st, 2019 with more than 60 thousand people discussing opening day of the Galaxy’s Edge at Disneyland in Anaheim. The next biggest spike was on August 29th with more than 19 thousand people talking about opening day at Disney World on Twitter. The most prevalent positive emotion is celebration - with 34 percent of people posting about celebrating the launch of the #GalaxysEdge.
NASA celebrated the 50th anniversary of the historic Apollo 11 Moon mission in July with a live television and Twitter broadcast, events and a major digital campaign. They also launched 3 crew members to the International Space Station on the same day as the anniversary. On Twitter, more than 123,000 people have mentioned #Apollo50th and NASA 50th anniversary of the Apollo 11, and 93 percent of these mentions are positive. NASA’s Twitter account posted one of the most popular tweets on July 17th for world emoji day, which received an overwhelmingly positive response at 78,000 likes.
3. Microsoft - We All Win
Microsoft highlighted its commitment to accessible technology that levels the playing field during the Super Bowl with its commercial, “We All Win.” The commercial showed young gamers using the Xbox Adaptive Controller. It was a huge hit on Twitter, receiving a 95 percent positive sentiment, was one of the top 5 most talked about purpose-driven superbowl ads, and was a winner of the #BrandBowl53 for tech.
Top positive themes in the discussion around the campaign include love, accessibility, and inclusion. Microsoft’s Tweet launching the campaign on January 31st was one of the most popular Tweets.
4. Nike - Dream Crazier
In February, Nike launched a hugely popular commercial called, “Dream Crazier.” According to Nike, the video “shines a spotlight on female athletes who have broken barriers, brought people together through their performance and inspired generations of athletes to chase after their dreams.”
Tennis star Serena Williams narrates the ad. Her words generated a powerful reaction – over 85 percent of mentions of “Dream Crazier” on Twitter are positive.
5. McDonald’s - #BeaBrewGooder Sweepstakes
This August, McDonald’s launched McCafé It Forward, a three-day, pay-it-forward program designed to spread goodness across the U.S. one cup of coffee at a time. They also announced the McCafé Be A Brew-Gooder Sweepstakes encouraging coffee lovers to recognize those who they think have done good in their world.
The campaign has received a 99 percent positive reaction on Twitter so far, with thousands of mentions from McDonald’s fans nominating a friend or family member who has done something good. The major conversation themes about #BeaBrewGooder include love, life, good and friend.
6. adidas - #SheBreaksBarriers
In honor of International Women’s Day, adidas launched the “She Breaks Barriers” campaign to push for women’s equality and visibility in sports beyond one day. As part of this campaign, adidas announced its partnership with Twitter on March 7th, 2019 to livestream female high school sports, saying, “because when she is seen, she breaks barriers.”
The campaign has received a 94 percent positive reaction. Out of the mentions with an identifiable gender, 47 percent are male. Of course, the biggest burst of mentions was on International Women’s Day on March 8th, 2019.
7. Bosch - #LikeABosch
Founded in 1886, Bosch is the perfect example of a company who knows how to continuously reinvent its image – and use humor successfully – for modern times. In January at the tech event CES, Bosch launched their #LikeABosch video , a parody of "Like a Boss" by the comedy group The Lonely Island. The video highlights a savvy Internet of Things (IoT) user and is meant to highlight Bosch’s connected products.
The campaign has thousands of mentions and 96 percent of them are positive.
8. Dove - #ShowUs
Dove partnered with Girlgaze and Getty Images for Project #ShowUs, building the world’s largest stock photo library created by women and non-binary individuals to shatter beauty stereotypes. With these images, Dove hopes to create an inclusive vision of beauty in media and advertising.
The campaign has 3,756 Twitter mentions with a more than 90 percent positive reaction. One of the most liked and shared posts is from Shondaland’s Twitter account, the media company behind Grey's Anatomy, Scandal and How to Get Away with Murder.
9. Gillette - #TheBestMenCanBe
In January, Gillette launched "The Best Men Can Be,” a social responsibility advertising campaign to address toxic masculinity and promote organizations that help men achieve their personal best. This was a divisive campaign, yet the majority of mentions were fiercely positive.
Top themes and phrases of discussion associated with the campaign included “well done Gillette” and “toxic masculinity.” Gillette’s Tweet from January 14th is one of the most popular Tweets in this campaign. Many celebrities drove a spike in mentions, including actress Melissa Fumero who had a strong positive reaction on Twitter.
10. Coca-Cola - #OrangeVanilla
In February, Coca-Cola unveiled its first new flavor of Coke in over a decade: Coca-Cola Orange Vanilla. The summer-themed flavor contributed to over a billion reactions on social media and stronger than expected sales.
More than 21,000 people on Twitter mentioned #OrangeVanilla. While a good amount of people weren’t huge fans of the flavor choice, the majority still reacted with happiness.
Sprinklr’s data analysis also showed that Atlanta loves Orange Vanilla Coke. Out of every public post that had an identifiable location, the top five cities where people mentioned Orange Vanilla Coke with the most positive sentiment on Twitter include: Atlanta, Chicago, Los Angeles, Houston, and Dallas.
Another example of Coke making a connection with their fans was on World Kindness Day. Coke reached out on Twitter to find out what #KindnessStartsWith. Twenty Coca-Cola markets activated across the globe around World Kindness Day on Twitter with 6 languages in the creative. Their goal was to spread optimism and joy to others by continuing their work from WKD 2018 to make the internet a kinder, more optimistic place. In 2019, Coca-Cola expanded their message to energize people globally by listening and starting a conversation with consumers about what kindness means to them.
Brands like these make their customers happy by listening to them and showing them love. Using customer insights to create memorable campaigns that evoke a strong emotional reaction is the key to a winning strategy.
Sprinklr’s analysis of brand campaigns includes Tweets from January 1st 2019 to September 1st, 2019 in 93 languages. The ranking analyzed Fortune 500 companies and government agencies to pull out the top 10 brands, and takes into account the amount of mentions a brand received around its campaign, and how many of those mentions are positive. To learn more about Sprinklr, head to partners.twitter.com
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