The New England Patriots and the Seattle Seahawks were not the only teams fighting for a win last night. There were over 35 brands vying for the attention of the 114.5 million viewers who watched Super Bowl XLIX, often known as the biggest advertising event of the year. But in today’s world of emerging media, success is no longer defined by the number of television viewers it reached. Instead, success is being defined by the amount of “social buzz” an ad generates before, during and after the event.
Adobe has been harvesting the “social buzz” around this year’s Super Bowl ads with its Adobe Social which analyzes over 4 million social media mentions on Twitter, Instagram, Facebook, YouTube, Tumblr, Flicker, Reddit, Foursquare, Google+, WordPress, and other blogs. The algorithm takes into account a combination of total mentions, Super Bowl buzz growth over an average day, sentiment, spend efficiency, an international reach.
Adobe’s winner: Always #LikeAGirl ad. Proctor & Gamble’s ad focusing on female empowerment snagged the top spot with over 400,000 mentions. It also drove the highest positive sentiment across social media mentions with 84% of mentions focused on feelings of admiration and joy.
Since all the Super Bowl ads were readily available online, Omnicom-owned Annalect and Optimum Sports measured the total number of online engagements for Super Bowl ads. Its findings were assembled with crowdsourcing, creating a score that considers all public information about an online ad’s performance – including views, clicks, “likes” and shares on various digital platforms. It found that while people saw hashtags in half of the Super Bowl commercials, people did not notice many calls to action to follow the brand’s social media accounts. However, Always #LikeAGirl hashtag campaign generated 920 million engagements according to Omnicom’s findings making it the top ad in engagement.
Interestingly, Omnicom also found that logos have a strong impact on digital engagement. Sixty-five percent of ads showed a logo three times or fewer, which led to the highest level of online engagement. And you guessed it, Always was one of those brands who downplayed their logos.
It’s clear that the Always #LikeAGirl ad was designed for “social buzz” with its hashtag title and call out at the end, “Let’s make #LikeAGirl mean amazing things.” Therefore, it is no surprised that the data supports its success.
Taking a cue from the Always #LikeAGirl campaign, here is what marketers can do to increase “social buzz” and online engagement:
- Focus your message on positive sentiments
- Make sure your hashtag campaign has a clear call to action
- Downplay your brand’s logo