What Did I Say Wrong?
When a new ad was met with violent abuse on social media the retailer needed to understand just what had gone wrong and what to do about it fast – do we cancel the ad?
A major South African retailer launched a new ad campaign with a celebrity chef but in days the ads were raising a torrent of abuse but as is so often the case with social media the underlying reasons were not clear because of the volume
MineTech created an ontology specific to the advert and read and indexed every social media comment from day one of the ad and through the first week
Within four days we could detail the issues that were driving the comments and more importantly how they were changing day by day. The retailer did not need to cancel the advert but did realise the more fundamental issue that needed to be addressed.