YouGov SoMA shows how Carlsberg’s sponsorship is already gaining traction on Twitter
On May 11th, beer manufacturer Carlsberg, of "If Carlsberg did…" advertising fame, posted a YouTube video called 'Fan Academy' – an advert highlighting their sponsorship of football tournament Euro 2012.
The championship may still be one month away, but YouGov SoMA is showing how the brand’s sponsorship is already gaining it traction on Twitter.
Brand mentions tripled on the day the advert was posted, and reached 11% of the Twitter population as a whole. (Please see below for definitions of 'reach' and 'mentions'.)
In the days since the release, the brand has reached nearly 22% of UK Twitter users and 27% of the male 18-44 Twitter population. The top 15 words heard by Twitter users since 10th May in association with Carlsberg are: “advert”, “new”, “England”, “brilliant”, “des”, “viral”, “love”, “euro”, “good” and “2012”.
On the day the advert was released, Carlsberg achieved an ideal for a brand on social media – people talking about the brand (driving up mentions) and those mentions of the brand being heard by the broader social media population (driving up the reach score).
The following two days for Carlsberg show an alternative success story for brands.
Between 11th and 12th May, mentions of the brand continued to increase but reach fell back down to normal levels. This suggests that some Twitter users continued to discuss the brand but their conversations were heard by a limited audience.
Between 13th and 14th May, the opposite occurred – the number of Twitter users discussing the brand fell, but those that did continue managed to be heard by a much wider audience. During this period, tweets from a small number of high profile tweeters including TV presenter Holly Willoughby brought Carlsberg’s reach back up to 11%.
The fluctuations in Carlsberg’s reach and mentions since the launch of its advert on YouTube offer solid lessons in the different ways in which a brand can achieve reach and mentions on high-profile social media platforms.
For more information please contact YouGov's press office on +44 (0)20 7012 6015
What is YouGov SoMA?
YouGov SoMA is the first social media audience measurement tool – enabling you to measure what your target audience is hearing about you.
Bringing research rigour to social media measurement, SoMA uses an embedded sample of the UK socal media audience of whom we know everything about – from their age and location to the newspapers they read and the cars they drive. SoMA can provide measurement of messages amongst the social media population as a whole and your target audiences.
This means you can better target your campaigns, get a reliable measure of their impact and ROI, measure whether/ how a crisis is developing and./or impacting your brand, understand the reach or positive news and see the impact of your competitor’s campaigns.
- 'Reach' – the percentage of people on Twitter and/or Facebook who have heard a mention (positive/ neutral/ negative/ ALL) of your brand in the set time scale e.g. in 1 day
- 'Mentions count' - total number of tweets made by people followed by our panellists in the set time scale e.g. in 1 day
