How myclever™ Agency Used Brandwatch to Track Celebrity Big Brother Masterclass 2015, London

1. intro slide

2. *BluefinLabs 2014

3. Maximise the
sponsorship opportunity
Our Job
• 3+ million real time
viewers nightly
• Ensure Gumtree is
part of the show, not
‘butting in’
• Increase engagement
and reach from unique
content

4. Unpredictable & controversialStakeholders & sign off
Extreme timings Add value

7. Minute-by-minute charting

10. • Unique content
• Established Gumtree as experts
• Increased reach
Resulted in:

13. Not only did we monitor sentiment but also
used Brandwatch to predict the order that the
finalists left the house!
We were BANG ON!
It enabled us to prepare and create unique
content in advance to push out during the live
show.

14. Knowing that Calum Best wasn’t likely to win, myclever
created bespoke graphics to tweet, to great success!
RT’s: 123
Favourites: 345
Replies: 7
Impressions: 481,035
We even got RT’d by the man himself!

16. Threshold and Regular
Alerts

21. x20 more
website
referrals
x15 more
Gumtree
blog visits
32,000,000
organic
brand
impressions
Over 3,000
tweets
‘in the
moment’
Share of
voice
increase
Brand
mentions
doubled
+22%
positive
sentiment
change

22. Some of Gumtree’s Best Bits

23. “myclever Agency played a valuable role in bringing our
sponsorship of Celebrity Big Brother to life.
They came to us with big ideas and executed them brilliantly. They
tracked big data across the social web to measure the popularity
of the Housemates.
But undoubtedly their biggest achievement was watching every
minute of the show, and live-tweeting along with thousands of
superfans, delivering over 32m organic impressions overall and
gaining massive reach for our brand association.”
Sam Diamond,
Head of Brand, Gumtree

25. 1. Involve Brandwatch as soon as possible
2. Optimise queries
3. Use Datawrapper for speed
4. Share social data to the wider team
5. Promote across all platforms
6. Engage with new audiences

26. Thanks/Questions
@mycleveragency
#BrandwatchTips