Agency: MINDSHARE PHILIPPINES
Objectives
The goal was to own social media conversations about Miss Universe on Twitter. The following KPIs were set:
- Share of Voice - to own conversations about the event, Cream Silk needs to be the brand with the highest share of voice vs. other brands during the campaign duration. This would be extremely challenging as Cream Silk was not an official sponsor of the event, and would need to compete with multiple brands across product categories.
- Brand Mentions - the team set a benchmark of 40,000 mentions, as Cream Silk wanted to be the brand that...