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intro slide
*BluefinLabs 2014
Maximise the
sponsorship opportunity
Our Job
• 3+ million real time
viewers nightly
• Ensure Gumtree is
part of the show, ...
Unpredictable & controversialStakeholders & sign off
Extreme timings Add value
Minute-by-minute charting
• Unique content
• Established Gumtree as experts
• Increased reach
Resulted in:
Not only did we monitor sentiment but also
used Brandwatch to predict the order that the
finalists left the house!
We were...
Knowing that Calum Best wasn’t likely to win, myclever
created bespoke graphics to tweet, to great success!
RT’s: 123
Favo...
Threshold and Regular
Alerts
x20 more
website
referrals
x15 more
Gumtree
blog visits
32,000,000
organic
brand
impressions
Over 3,000
tweets
‘in the
mom...
Some of Gumtree’s Best Bits
“myclever Agency played a valuable role in bringing our
sponsorship of Celebrity Big Brother to life.
They came to us with...
1. Involve Brandwatch as soon as possible
2. Optimise queries
3. Use Datawrapper for speed
4. Share social data to the wid...
Thanks/Questions
@mycleveragency
#BrandwatchTips
How myclever used Brandwatch to enhance social engagement around Celebrity Big Brother for Gumtree
How myclever used Brandwatch to enhance social engagement around Celebrity Big Brother for Gumtree
How myclever used Brandwatch to enhance social engagement around Celebrity Big Brother for Gumtree
How myclever used Brandwatch to enhance social engagement around Celebrity Big Brother for Gumtree
How myclever used Brandwatch to enhance social engagement around Celebrity Big Brother for Gumtree
How myclever used Brandwatch to enhance social engagement around Celebrity Big Brother for Gumtree
How myclever used Brandwatch to enhance social engagement around Celebrity Big Brother for Gumtree
How myclever used Brandwatch to enhance social engagement around Celebrity Big Brother for Gumtree
How myclever used Brandwatch to enhance social engagement around Celebrity Big Brother for Gumtree
How myclever used Brandwatch to enhance social engagement around Celebrity Big Brother for Gumtree
How myclever used Brandwatch to enhance social engagement around Celebrity Big Brother for Gumtree
How myclever used Brandwatch to enhance social engagement around Celebrity Big Brother for Gumtree
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How myclever used Brandwatch to enhance social engagement around Celebrity Big Brother for Gumtree

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How myclever used Brandwatch to enhance social engagement around #CBB for Gumtree #brandwatchtips. Presented with Ruxandra of Brandwatch, March 2015

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How myclever used Brandwatch to enhance social engagement around Celebrity Big Brother for Gumtree

  1. 1. intro slide
  2. 2. *BluefinLabs 2014
  3. 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. 4. Unpredictable & controversialStakeholders & sign off Extreme timings Add value
  5. 5. Minute-by-minute charting
  6. 6. • Unique content • Established Gumtree as experts • Increased reach Resulted in:
  7. 7. 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.
  8. 8. 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!
  9. 9. Threshold and Regular Alerts
  10. 10. 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
  11. 11. Some of Gumtree’s Best Bits
  12. 12. “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
  13. 13. 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
  14. 14. Thanks/Questions @mycleveragency #BrandwatchTips

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