Customer review:
Benjamin Parrot, Communication and Marketing Director of the Reims Stadium
Background:
Stade de Reims, Ligue 1 soccer club, published a video on its social networks to highlight its partnership with the airline. Eva Air.
🚨 Impending start of the season 🚨
✈️ For a safe season with us, please carefully follow the instructions that will be presented to you by our captain and his crew 👨 ✈️#PNCAuxPortes #SDRAirline #EvaAir pic.twitter.com/vu7gea6okV
— Reims Stadium (@StadeDeReims) August 5, 2019
This video achieved significant viral popularity and Stade de Reims wanted to be able to quantify the impact of this activation both in terms of digital KPIs and in terms of media equivalent. This makes it possible to justify the impact of this activation for Eva Air and its benefits.
Methodologies deployed:
Collection of content published by Stade de Reims (owned) in connection with this activation on the various platforms used by the club and which did not benefit from media coverage (advertising payment):
Collection of content published by sources other than Stade de Reims (earned) i.e. all content that mentioned this activation on social networks or in articles on websites:
In addition, “Eva Air” search data and its mentions on Twitter were analyzed to highlight a historic peak in searches and mentions for the brand during this operation:
For all the identified content we used common metrics in order to be able to indicate the overall performance of the operation. Based on these metrics, we estimated the total visibility generated and its media equivalent, i.e. the cost for the Stade de Reims if it had to advertise on the various platforms to achieve this visibility.
Summary of the methodologies used:
- Analysis of the owner data of the Reims stadium
- Earned data collection using The Metrics Factory's proprietary methodologies
- Calculation of a media equivalent to value activation
