1. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013.
ALL RIGHTS RESERVED. COMPANY & TECHNOLOGY OVERVIEW CONSUMER
PACKAGED GOODS
2. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013.
ALL RIGHTS RESERVED. FIRM: GlaxoSmithKline; Lucozade Sport BUSINESS
QUESTIONS: (1) How did consumers react to Lucozade Sports Last Man
Standing campaign? (2) What was the impact on the Lucozade brand?
METHOD: Develop a framework for evaluating product use and
advertising effectiveness by analysing the online conversations
surrounding the January 2013 advert and the Lucozade brand over an
8-month period. CASE STUDY: ADVERTISING EFFECTIVENESS
3. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013.
ALL RIGHTS RESERVED. FINDINGS: A. 80% of Lucozade Sport
conversation represents product engagement 29%discuss consuming
Lucozade to increase productivity, while 17% cite social uses of
the energy drink B. Interestingly, consumers reveal use and
perception of Lucozade as a cold and hangover remedy (15%) C. Major
criticism of Lucozade surrounds product taste (10%)
LucozadeSport:BrandBaseline (7/1/121/3/13) 75,696Relevant Posts A B
C A LUCOZADE SPORT: BRAND BASELINE
4. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013.
ALL RIGHTS RESERVED. FINDINGS: A. 80% of Lucozade Sport
conversation represents product engagement 29%discuss consuming
Lucozade to increase productivity, while 17% cite social uses of
the energy drink B. Interestingly, consumers reveal unexpected use
of Lucozade as a cold and hangover remedy (15%) C. Major criticism
of Lucozade surrounds product taste (11%)
LucozadeSport:BrandBaseline (7/1/121/3/13) 75,696Relevant Posts A B
C A LUCOZADE SPORT: BRAND BASELINE nut I'm off to walk to Tescos I
need lucozade, my throats killing me. -@loislegge Orange lucozade
is perfect when you're ill/hungover -@mollybeatham
5. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013.
ALL RIGHTS RESERVED. LUCOZADE SPORT: LAST MAN STANDING
6. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013.
ALL RIGHTS RESERVED. LUCOZADE SPORT: LAST MAN STANDING A B
LucozadeSport:LastManStanding (1/4/132/20/13) 587Relevant Posts
FINDINGS: A. Despite low discussion volume, consumers direct
opinion towards campaign messaging 55%say encouraging Lucozade
consumption over water is misleading;only 26% agree with the claim
B. Additionally, 2% of conversation draws conclusions based on the
race of the ads characters A
7. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013.
ALL RIGHTS RESERVED. LUCOZADE SPORT: LAST MAN STANDING A B
LucozadeSport:LastManStanding (1/4/132/20/13) 587Relevant Posts
FINDINGS: A. Despite low discussion volume, consumers direct
opinion towards campaign messaging 55%say encouraging Lucozade
consumption over water is misleading;only 26% agree with the claim
B. Additionally, 2% of conversation draws conclusions based on the
race of the ads characters A Is the Lucozade advert really
comparing Lucozade to water? Or is it proving the blackman is
better than the whiteman? -@Joe_Williams_96 The new Lucozade ad is
claiming that it's drinks hydrates you better than water.. What a
load of bullocks. -@Roger_Da_Costa
8. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013.
ALL RIGHTS RESERVED. LUCOZADE SPORT: LAST MAN STANDING FINDINGS: A.
Following the airing of Last Man Standing, we see shifts in
dimensions of product engagement Proportion of chatter referencing
productivity gains decreasedby 8% B. Ad messaging around improved
hydration has directly impacted brand-level discussion Proportion
of conversation citing healthbenefits of Lucozade increasedby 4%
LucozadeSport:CampaignImpactonBrand (1/4/133/15/13) 29,412Relevant
Posts B A
9. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013.
ALL RIGHTS RESERVED. TheCrimson Hexagon ForSight platform empowers
CPGfirmstoanalyse categorical discussions, anddiscover howconsumers
interact withproducts intheir dailylives CPGfirmscanthenevaluate
theeffect ofnewadvertising campaignsandmessagingstrategies on
consumerproduct useandbrand perception Interestingly, Lucozade
wasrebranded as an energy drink in 1983toshift brand associations
among consumers away from illness
18%ofconversationin2013revealsculturally-recognizedbenefitsofLucozadethatare
notmarketed:coldrelief&hangoverremedy Despite polarising
reactions to Last ManStanding, therealimpactemerges atthebrand
level: moreconsumers are discussing thehealth benefits of Lucozade
(18%)since earlyJanuary LUCOZADE SPORT: KEY TAKEAWAYS
10. PROPRIETARY & CONFIDENTIAL CRIMSON HEXAGON, INC. 2013.
ALL RIGHTS RESERVED. Crimson Hexagon, founded in 2007, is the
leading provider of analysis software that delivers business
intelligence from social media data for global corporations.
Powered by patented technology developed at Harvard Universitys
Institute for Quantitative Social Science, the Crimson Hexagon
ForSight platform delivers the industrys most comprehensive Big
Data analysis capabilities for a variety of large-scale data
sources. Clients include leading global organizations such as:
Microsoft, Paramount Pictures, Starbucks, Simon & Schuster,
Twitter, The United Nations, and many more. For more information go
to: http://www.crimsonhexagon.com. CRIMSON HEXAGON