There are many applications of social media monitoring that can help brands prevent crises, track what consumers say about their products, detect areas for improvement, and also map opportunities. It’s about this last scenario that we will talk about today, with a practical example from Mestiça Propaganda for Trento.
Challenge
Mestiça Propaganda, responsible for managing the digital channels of the chocolate brand Trento, faced the challenge of identifying opportunities on social media and measuring the organic performance of product mentions. The agency needed an effective platform to achieve these objectives and generate valuable insights to maximize the brand’s presence on social media.
Process
In 2022, Mestiça Propaganda adopted Buzzmonitor, specifically utilizing the monitoring and Analytics Pro modules. The Social Media team, coordinated by Ricardo Yuji Ueno, began monitoring mentions of the Trento brand both on their own channels and in the open social media environment. This strategy allowed them to identify terms frequently associated with the brand and map valuable opportunities.
During this monitoring, a report revealed the association of the Brazilian influencer Casimiro with Trento chocolates in memes and jokes on the social network X. Investigating further, the team discovered that Casimiro was a big fan of Trento chocolates and had already mentioned the brand spontaneously on his social media.
Faced with this discovery, the agency identified an opportunity to collaborate with the influencer. After contacting Casimiro’s management, Mestiça was informed about the product shipment process and that the influencer did not make organic mentions in his lives, only paid mentions.
Determined to explore this opportunity, the agency sent a chocolate kit to Casimiro. This resulted in a 5-minute mention of the Trento brand during one of his lives, generating a significant spike in conversations about the brand on social media.
Results
Buzzmonitor’s monitoring was essential to track the impact of this action. Through the platform, Mestiça Propaganda demonstrated how Buzzmonitor was crucial from mapping opportunities to post-action follow-up. This case validated the platform’s effectiveness and highlighted how the strategic use of social media monitoring can generate concrete results and valuable opportunities for the brand.
This case underscores the importance of a robust monitoring and analysis platform for agencies that want to maximize their brands’ digital presence, identify engagement opportunities, and measure the impact of their marketing actions accurately and efficiently.
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