Best Practice: The worth of viral Marketing – a social Evaluation of the West Jet Wonder
We suppose that everybody of you saw the “WestJet Christmas Miracle” video which hit the 33 mio. views on youtube lately. We as SMBR team take the chance to evaluate the impact of this gorgeous campagne from WetJet in this article.
The most valuable outcome of this video was that everybody talked about it, even the TV news showed parts of it. This phenomena is called viral marketing. According to an broad definition, the objective of viral marketing is to…
produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses orcomputer viruses (cf. Internet memes and memetics). It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks. Viral marketing may take the form of video clips,…
The impact of social media
In order to evaluate the impact of this viral marketing campagn, we have checked the social stats of Westjet on facebook, twitter and google+.
When it comes to the analysis of this metrics we need to understand which effect we can measure in social media. What we cannot measure is the cognitive influcence and emotios that will influence the westjet customer in the future. But we can very clearly measure the number of recipients that showed positive reaction to that campaign during it was all over the media in december. This is what all three curves above show: a strong increase of brand awareness starting on december 9th until th end of decembre. During decembre 2013, WestJet increased its brand awareness on facebook of more than 16k (3,3%), on google+ more than 330 and on twitter of about 17,7k follower. In total this means an additional direct reach of more than 33.000.
In order to benchmark these measures, it is interesting to see which impact it has onthe brand awareness itself. One way to measure this digitally is to score the “people talking” metric on facebook. The following chart shows know what are the conversion rates of talking about
Further it can be excpect that the social media metrics presented above are indicating only a part of all of the customer reached by this clip. So when it comes to marketing metrics, of course the social media measures are only depicting a small excerpt of the whole truth.
So what is your opinion? Do you think the efforts of buying that big TV was worth the outcome of the campagn? Let us know and share your comments and your vote in the follwoing.