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Challenge
Tracking brand perceptions from unstructured data
Brand health tracking gives luxury brands a competitive edge but only when it’s built on real consumer conversations, not surveys alone. A global luxury fashion company wanted to track brand perceptions against a competitor set of 15 luxury handbag companies across 7 core markets. This would help them to identify emerging trends and inform their brand positioning and omni-channel marketing strategies.
To achieve this, we combined our social media API data with the client’s social media data from China, as well as bespoke webscraping of luxury bag forums. We then set up a robust data collection pipeline, which focused on user generated content and tagged each conversation with a topic area, brand, and emotion.
By analysing over 100,000 social media conversations using strat7.ai, we built a topic modelling framework to uncover key brand insights.
Approach
Creating a clear, structured topic modelling framework
We worked collaboratively with the marketing team to build a custom built topic modelling framework, covering areas including omni-channel experience, sustainability and brand perceptions.
This was built from 100,000s of historical conversations at the market level, as well as what the client’s input into what was important to track. From this, we identified and deep-dived on 15 topic clusters, including the language and hashtags used by consumers and what differentiated the brand against competitors.
Impact
What we recommended
Working with STRAT7 Advisory, we produced both in-depth data packs for the marketing teams and condensed reports for the Executive Team, which were presented in person.
Based on our analysis, we provided key insights and recommendations around:
- the digital channels the brand has more / less conversation than its peers and where should it focus its marketing spend in future
- how the topics and digital channels differed by region and audience age, and the implications for the brand
- the core drivers of brand equity, especially in ‘brand coolness’
These helped our client to understand their brand health (relative to the competition), identify key opportunities, make informed decisions about their marketing strategies, and improve brand equity.
