Maximizing earned media from paid media: How a TV campaign helped Microsoft boost social activity

This case study explains how Microsoft, the technology company, used social media analysis to compare engagement with its ads in the US.

  • Microsoft wanted to understand how two of its ads - one emotional and one rational - impacted on social media activity and other earned media.
  • It ran social media analysis over 30 days on two different groups, including exposed and control users, based on tweets about TV shows its ads were aired in.
  • It found a significant uplift in conversation about Microsoft for people who has seen the ads, and whilst the emotional ad was more engaging overall, the rational ad outperformed it in some instances.
  • The most significant finding was that Microsoft enjoyed the most social...

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