Challenge:
This well known US entertainment brand was reviewing their award show properties, developing a strategy to further improve integration opportunities for brands.
Approach:
We took a pure natural language processing (NLP) approach, using a range of leading edge text analysis techniques on a large number of open-ended survey questions. This enabled us to understand consumers in their own words, outside the constraints of a standard survey structure. We mapped how people talked about the shows, the talent, and the brand integrations. We went deep into what people liked and didn’t like about the integrations, what made brands stand out and have impact, and what didn’t work. And we linguistically compared the shows to identify who the show, and its brand integrations, resonated with most.
Impact:
This work helped drive the client’s award show strategy, informing innovation in their brand integration offering and guiding on where to improve show content.
