Introducing social watching: Using user generated visual content to build a tangible picture of a brand’s earned equity and the world around it

IKEA, a multinational furniture brand, used Social Watching, an approach that utilises user-generated visual content, to gain insights into its brand equity.

Campaign background

User-generated content (UGC) lies at the heart of Social Watching. It accounts for the vast majority of images posted online, and offers brands a huge—and largely untapped—opportunity to see the world through consumers' eyes. Unlike survey data, UGC is completely unsolicited and exceedingly rich in emotion and meaning. Making sense of the millions of images people post about brands gives marketers unprecedented insight into how their brand is showing up in people's lives and what they actually mean to people.

Strategy

EVA (Evolutionary Visual Analytics) is our unique visual analytics platform, designed by AI specialists and semioticians...

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