Redbull is making the news again for its heavily caffeinated drink, but in a very negative way.
Looking for something surprising, I checked them out in our updated segmentation app to see how their tweets fared in September. Of all the highest-engaged tweets, I was surprised that this one hit a massive 46% negative response.
Some Background. Our app segments a brand’s social audience (Twitter, in this instance), including a qualitative measure, “Brand Personality”. Marketers can target under-engaged segments, for example, then see how targeted content or campaigns were received by that persona. The app is priced to be super-accessible, which means “cheap”, to real people.
In this case, Men responded poorly to this tweet.
What this Means: For this male-gender Persona who didn’t respond well to the tweet, 33% have the “Reliable” Brand Personality trait, 67% are young parents, and about two-thirds come from somewhere other than the US, Canada, or the UK. Their sentiment is 6.6, or 66% negative, compared to a benchmark of 68% positive. It’s a small sample size, but for such highly-targeted functionality, it’s far better and can be indicative of a trend.
Digging a little deeper, let’s look at their Benchmarked Interests just for Media:
What this Means: The “KAPOW’ red exclamation icon means that the interest is a “Benchmark Alert”, which means that the percentage of followers is higher than the benchmarked twitter following. This puts things in nice perspective for you and also can provide opportunistic media values – those under-served media that might be cheaper. In this specific case, you might want to talk to these Persona with a different tone.
There’s obviously a lot more in the app and we’re happy to give you access to show you more.
Segment your audience in hours — not weeks or months — all without asking questions. Craft campaigns and products that appeal to their personalities and unique interests.