Case Study: Impact on brand buzz from a product promotion

Business Aims

Twinings wanted to understand whether the Royal Blend tea that was given out during the Royal Wedding of William and Kate had had a positive impact on their word-of-mouth and how this may have effected perceptions of their brand.

Marketing Sciences Solution

A social media monitoring exercise was run during a 3 day period – the day of the Royal Wedding as well as the days before and after.  The level of mentions of ‘Twinings’ on social media channels was tracked and analysed for context and sentiment.

Client Impact

The promotion had a clear positive impact on the brands online buzz with direct links to the free sample given out in key locations.  Online buzz spiked the day before the Royal Wedding with a secondary surge on the day itself.