WWF asked Mindshare to investigate brand perception and campaign success.
We used 'traditional' text-based social listening to answer this brief. But text is only part of the story when it comes to social media, especially given the rise in use of visual social platforms like Instagram. This is particularly true when it comes to the highly visual subject matter of this study – the environment and natural world. So to make sure imagery shared relating to WWF was incorporated into our research, we performed AI image analysis using Mindshare's custom-built tool, Mindseye. The tool analysed consumer Instagram posts mentioning WWF and other charities, clustering thousands of images according to visual similarities.
The AI image research enhanced the results of the overall research project enormously, providing a nuanced understanding of consumer attitudes towards the WWF brand.