Activation Breakdown™

Deconstruct one top performing omni-channel activation from one brand across all relevant channels, creating a replicable blueprint for what drove it to be a success.

Mountain biking content opportunities on YouTubeHip hop content opportunities on YouTubeFinancial services content opportunitiesGaming and eSports content opportunities
Financial services industry ad spend reportFacebook, Tiktok, and YouTube ad spend in the Financial services industryAd Spend by platform for mattress brandsWealthsimple Facebook ad spend
Mountain bike audience attention by social media platformMountain bike competitor brand focus by social media platformMountain bike social white space opportunitiesOversaturated social media platforms for the mountain bike audience
Mountain bike audience attention by social media platformMountain bike competitor brand focus by social media platformMountain bike social white space opportunitiesOversaturated social media platforms for the mountain bike audience
Mountain bike audience attention by social media platformMountain bike competitor brand focus by social media platformMountain bike social white space opportunitiesOversaturated social media platforms for the mountain bike audience
How much do banks spend on digital advertisingRBC Facebook Ad spend over timeBest Facebook ad examplesBest YouTube ad Examples
Glossier's community-led digital strategyHow to build a digital communityInto the Gloss blog traffic over timeGlossier's Slack group community building strategy
Brand YouTube Ad SpendBrands digital advertising funnel breakdownCampaign breakdownCreative and landing page examples
Top opportunities for brand ambassador strategyPlatform best practices for brand ambassadors on Instagram and YouTubeTiktok Content Opportunities for brand ambassadorsBest youtube and instagram hashtags for brand ambassadors
What’s In An Activation Breakdown™ Report?

The social creators who are most influential with your audience

Breakdown of social creators by: Biggest, Most Effective, Hidden Gems, Rising Stars

The most influential podcasts with your audience. Major Players and Hidden Gems

The most influential press & media with your audience. Major Players and Hidden Gems

Low-performing / oversaturated content themes that should be avoided

Production-level insights to reproduce top performing content themes for your own brand

All content insights tailored to the social platform of your choice: TikTok, YouTube, Instagram, etc.

Your competitors' ad spend across all major digital advertising platforms

Your competitors’ ad performance across platforms (CPM, CTR)

Year over year and seasonal trends in competitor ad spend

Highlights whose spend is growing or declining, and at what rate

Which platforms is it easiest vs hardest to generate results on (reach, engagement, building a following)

Platforms that are oversaturated by competitors

Whitespace platforms with high attention, low competition, and where generating results is easiest

Which platforms is it easiest vs hardest to generate results on (reach, engagement, building a following)

Social platforms garnering high attention from your audience

Platforms that are oversaturated by competitors

Whitespace platforms with high attention, low competition, and where generating results is easiest

Which platforms is it easiest vs hardest to generate results on (reach, engagement, building a following)

Social platforms garnering high attention from your audience

Platforms that are oversaturated by competitors

Tells the story of one top performing omni-channel activation from one brand across all relevant channels, creating a replicable blueprint for what drove it to be a success.

Ties together aspects of the activation across ALL relevant digital channels—paid, earned, shared, and owned to tell the whole story.

Measurable metrics that prove or disprove if the campaign was actually a success, instead of simply luck or good timing.

Compare three campaigns—one per competitor—to show how the 3 brands are approaching advertising the same product line

Campaign spend, and how it trended over time for each competitor

Which ad platforms are being used, and the number of creatives for each

Top creatives, copy, landing pages, and offers for each campaign

Top landing pages and the amount of traffic driven to those pages

High level metrics like CPM and traffic generated

A complete breakdown of where the subject brand invests digital ad spend, and how much

How ad spend & allocation trend over time (YoY and seasonally)

Break down of how the brand is focusing ads and spend across the funnel steps of awareness, consideration, and conversion

Top creatives, copy, landing pages, and offers for each funnel step

Identify opportunities for the ambassador to create content that truly resonates: Based on what their audience is already watching, following, and paying attention to.

Explains best practices for all the most relevant social media platforms.

Highlights low hanging fruit the ambassador can take advantage of to create a greater digital impact.

Includes two quarterly follow up reports to track the ambassador’s performance and progress across social platforms.

Platforms Covered By This Research

Examples of
Questions Answered By This Methodology

How to identify the best influencers for my audience

How to identify the best media partners for my audience

Who are the influencers, partners and media outlets we should be working with to claim white space in eSports?

Which podcasts should we sponsor to reach gardening enthusiasts in the UK?

Which fashion brands are the most influential with American millenials?

Which gaming creators reach a predominantly female audience?

How can I inform my digital ad spend allocation based on competitors’ spend?

Where are my competitors focusing their ad spend across platforms?

What’s my competitor's high level ad performance across ad platforms?

How has my competitors’ digital ad spend trended over the past few years?

How does my competitors’ digital ad spend trend seasonally?

Where is my audience spending time and attention across social platforms?

Which platforms offer the best whitespace opportunity?

Which social platforms offer the best opportunity to build an engaged following in today’s landscape?

Which platforms are oversaturated or performing poorly for my audience? i.e. What should we avoid focusing on?

How is all this trending over time?

Where is my audience spending time and attention across social platforms?

Which platforms offer the best whitespace opportunity?

Which social platforms offer the best opportunity to build an engaged following in today’s landscape?

Which platforms are oversaturated or performing poorly for my audience? i.e. What should we avoid focusing on?

How is all this trending over time?

Where is my audience spending time and attention across social platforms?

Which platforms offer the best whitespace opportunity?

Which social platforms offer the best opportunity to build an engaged following in today’s landscape?

Which platforms are oversaturated or performing poorly for my audience? i.e. What should we avoid focusing on?

How is all this trending over time?

How are the top financial brands advertising credit card offers?

How are the fastest growing apparel brands driving brand awareness with ads?

How are bike manufacturers driving ecommerce conversions with digital ads?

Which retail brand has the most effective conversion campaigns?

What is the absolute best, most effective brand awareness campaign from our top competitor this year?

How can we build a successful digital community strategy in the beauty and wellness industry?

What’s the best example of an apparel brand activating a podcast across all other digital channels?

How did our main competitor grow their social media following by 500% this year?

Can you show me the most effective influencer activations in the financial services industry?

How does my top competitor structure their digital advertising funnel?

How much do competing brands invest in digital ad spend?

Which digital ad channels is my competitor investing in across their funnel?

What are my competitor’s top ads, landing pages, and offers across their funnel?

How is all this trending over time?

How can I guide my ambassadors to create the most impactful social media content possible?

How can I guide my ambassadors to take advantage of social media platforms most effectively, utilizing platform best practices.

How can I guide my ambassadors to be the best possible extension of our brand online?

How can I present these insights in a short and simple format that our ambassadors will actually read AND action, with my guidance?

How This Research Methodology Works

Create a "seed list" of ~10 entities who we know are very influential for our audience.

1

Use that seed list to drive dozens of searches for related influences in our tools.

2

Analyze the behaviourof each relatedinfluence’s audience.

3

Drive more searches for influences based on confirmed audience behaviours.

4

Verify the influences’ audiences match our target audience.

5

Sort verified influences into 4 categories.

6
1

Measure & Categorize Posts

Sample a large number of social posts to find ones that are significantly outperforming the average.

2

Identify Top Themes

Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.

3

Measure The Benchmark

Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.

4

Identify & Rank Opportunities

Look at the data and find the content themes that are resonating with the audience based on a set of top creators.

5

Repeat For Each Platform

Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.

5

Repeat For Each Platform

Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.

1

Measure & Categorize Posts

Sample a large number of social posts to find ones that are significantly outperforming the average.

2

Identify Top Themes

Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.

3

Measure The Benchmark

Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.

4

Identify & Rank Opportunities

Look at the data and find the content themes that are resonating with the audience based on a set of top creators.

5

Repeat For Each Platform

Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.

5

Repeat For Each Platform

Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.

1

Define the Competitors

2

Measure their digital ad spend across relevant ad platforms

3

Cross-check spend, impression, and click metrics using multiple data sources

4

Break down spend by platform and competitor

5

Highlight top performing platforms and competitors

6

Highlight seasonal and YoY trends

1

Define the Audience

2

Measure their share of attention across platforms

3

Compare attention across platforms

4

Define the Competitors

5

Measure competitors activities and where they're generating results

6

Overlay competition on top of attention toidentify whitespace

1

Define the Audience

2

Measure their share of attention across platforms

3

Compare attention across platforms

4

Define the Competitors

5

Measure competitors activities and where they're generating results

6

Overlay competition on top of attention toidentify whitespace

1

Define the Audience

2

Measure their share of attention across platforms

3

Compare attention across platforms

4

Define the Competitors

5

Measure competitors activities and where they're generating results

6

Overlay competition on top of attention toidentify whitespace

1

Define three competitors

2

Measure their digital ad spend across relevant ad platforms

3

Cross-check spend, impression, and click metrics using multiple data sources

4

Isolate campaigns focused on one product line and objective

5

Measure and compare the effectiveness of those campaigns for the three brands

6

Highlight the most effective platforms, creatives, copy, offers, and landing pages

1

Choose One Competitor

2

Measure their digital ad spend across relevant ad platforms

3

Cross-check spend, impression, and click metrics using multiple data sources

4

Break down spend by funnel step and platform

5

Measure their digital ad spend across relevant ad platforms

6

Highlight seasonal and YoY trends

1

Measure growth spikes for competing brands

2

Identifies the strategy that drove the growth spike

3

Provides a step-by-step teardown of the winning strategy

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