Mother Dairy increased content engagement and brand sentiment by using a social listening tool to create ads in real time, based on topics that its audience cared about.
The Indian ice cream brand used social listening tool Social CRM 24×7 to analyse moments their consumers were interested in talking about or reading. Based on the results, they made pieces of creative in real-time that fit the context.
According to WATConsult, the agency behind the campaign, the project resulted in a 42% increase in organic engagement across one year, and a 78% change in brand sentiment.
The Drum spoke with Randhir Kumar, general manager Read full story ›
Source: The Drum
Industry News