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International association for the measurement and evaluation of communication
Campaign title: Content impact and quality measurement
Client/Entering Company: Carma
Company Name: Global cosmetics brand
The Middle East headquarters of a global chain of cosmetics stores features nearly 300 brands, as well as its own private label, offering beauty products including makeup, skincare, body, fragrance, nail colour and haircare. The client briefed CARMA to devise a social media measurement program, the primary focus of which was to measure the impact and quality of content posted by their paid partners and to gain insight into the opinions, perceptions and satisfaction levels of other users across all platforms.
In 2017, the Middle East headquarters of a global leading chain of cosmetic stores retained us to devise a social media measurement programme, across all social media channels, to track 25 of their top -selling cosmetic brands. During the pilot phase, we put in place a simple measurement programme to assess types of conversations, where they were taking place and who was initiating those conversations. The pilot was done at a time of three major product launches and the addition to the client’s portfolio.of one global cosmetic brand. This audit was presented to the client, identifying some clear issues:
This lack of positive performance prompted the client to ask CARMA to propose a new analytics brief that would help guide a shift towards much greater positive content and an increase in brand sales.
Considering the average spent on their paid partners (approximately US$300,000 per month, inclusive of the cost of products shared with them to create content), regular reporting on the quality of content and engagement generated was imperative to ensure these partners represented value for money for the client.
CARMA’s five-point plan proposed:
It was evident that technology was key to the success of this project. To ensure 90- 95 percent content capture for all paid partners and other user generated content, CARMA researched available software and identified the need to deploy three separate programmes. The content would then be pulled into one interface data to be cleaned and coded for each product, product type, brand, sentiment etc. Extensive workshops were held with the client and our analysis team in order to define key elements such as product placement, tone etc. relevant for cosmetic brands on social media.
Knowing the time restrictions for videos, we advised the client on the importance of providing their paid partners with placement guidelines to ensure maximum visibility for their portfolio of brands and to ensure equal visibility. The analysis team sifted through visual content that was captured during the pilot phase to create a categorisation system to help the client assemble these guidelines.
To set KPIs for each paid partner, CARMA conducted a study to identify key paid influencers, and invited fashion and lifestyle vloggers and bloggers to share ideas on what to measure, given that many of these paid partners do not share their page/account analytics with agencies and instead only share screenshots, which can be inaccurate.
The beauty industry needs to respond rapidly to user comments. A negative mention, for example, of a rash developed after using certain products could impact negatively on the brand and its sales. Our monitoring team was instructed to conduct a 24/7 alert system for the client to ensure such negative and/or actionable comments/posts would be emailed to the client within 5-10 minutes of them being published on social media. The monitoring of earned coverage was a challenge, but vital to the success of this programme. The team ensured that any critical mentions were escalated as soon as they were discovered, to help the client deal with the incident in near real-time.
Based on all the discussions with the client, our analysis team designed two modules to help the client measure their objectives:
1. For paid partners – content posted by these paid partners was captured and analysed monthly. These reports included both quantitative and qualitative metrics, including the agreed KPIs:
2. Other user generated content – content posted by other users was captured and analysed monthly. These reports included both quantitative and qualitative metrics such as:
Capturing and analysing the content posted about the brand (the store) to provide insights on:
For example, videos where paid partners shot collaborative tutorials generated higher engagement than when done by the client themselves
Tracking paid and earned media, including content generated by paid influencers. Tracking promo codes, earned media coverage and heavy volume of engagement to sales performance The use of analytics to understand poor performance, recommend new content strategies and measure correlation to increased sales.
CARMA – Supporting Materials
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