Magazine article Marketing

Brand Barometer

Magazine article Marketing

Brand Barometer

Article excerpt

Social brand tracker

A look at the performance of SodaStream in social media over the past four months

In association with yomego

SEPTEMBER

Conversation about SodaStream increased, as about 800 users entered Digital Spy's Twitter competition to win the limited-edition gold SodaStream featured in Keith Lemon: The Film.

OCTOBER

Mentions decreased, despite a 'pink fizz' SodaStream giveaway for Breast Cancer Awareness being retweeted more than 160 times. There was positive discussion, however, about Yves Behar's design of the SodaStream Source.

NOVEMBER

SodaStream's pounds 11m first global ad campaign was banned in the UK before it aired.

DECEMBER

SodaStream launched a 'censored' ad during I'm a Celebrity, Get Me Out of Here. It directed consumers to its YouTube channel, while its Facebook page said the ad had been censored for 'telling the truth'.

SodaStream ensured its social-media properties put across its side of the story relating to its thwarted ad campaign and its subsequent response. While conversation about SodaStream increased considerably when the ad was pulled, the tone of the discussion centred on a negative topic, so, overall, positive sentiment relating to the brand declined.

The Yomego SMR Index helps brands to benchmark their popularity in social channels. Follow @YomegoSocial

CONSUMER VOICE INDEX

BABY BUGGIES

- Bugaboo                  40%
- Maclaren                 25%
- Silver Cross             16%
- Quinny                   16%
- Cosatto                   3%

31% of conversations about Maclaren focused on the practicality of its products. Its buggies were highly recommended for their lightweight, extendable handles.

The 'Consumer voice index' was produced from human analysis of 2500 pieces of user-generated content (UGC) in the week commencing 7 January 2013. …

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