This article is written by Metrics, a data science company applied to strategic communication.
Every month advertising campaigns of different brands are developed through digital media, with Twitter as one of the main channels. In this social network, brands make sure that all types of audiences know their launches immediately. Applying in which behavior, attitude, discursive lines and the fulfillment of the positioning objective of companies are studied, we were able to analyze some of them.
In the first 15 days of March, we saw sponsored campaigns on Twitter such as #VivaPadrinos, from Viva Aerobus; #KeepWalking, by Johnnie Walker; Get Over It Woman, from Panama; and #SolarPower, from Solar Power México, among others. On this occasion, we decided to analyze the paid trending topic of #ParamountPlus, which appeared on Twitter on March 9, 2021.
In the performance audit of the campaign from March 1 to 11, the messages emitted through Twitter, a new streaming service in Latin America, were evaluated. Mexico was the country where the campaign had the most impact, with around 1,800 posts that were viewed by 1.2 million people.
The messages issued by users —which were impacted by the advertising paid to Twitter and by the publications made through the official social networks of Paramount Plus Latin America— were positive by 89% (1,600 publications in favor). This means that the cost of positive positioning per message for Paramount in Mexico was approximately $ 6.3 per Twitter user.
Based on the messages transmitted by its official digital properties, the qualitative objective of the campaign could be inferred: to position the launch of its platform. The strategy has two main lines: affirming that “this is not another streaming platform” and betting on nostalgia with the promotion of its catalog, focused on MTV content and programs such as SpongeBob Squarepants and others belonging to Nickelodeon.
Based on this, Metrics detected that, indeed, users focused their comments on the platform’s catalog, highlighting the introduction of MTV content and cartoons from their childhood. This positioning axis was a success, therefore, as it was taken up in a positive way.
Only 11% of the messages in Mexico were negative. One of the main negative discursive lines consists in pointing out that there is an excess of streaming platforms, and users consider that Paramount Plus does not have a large enough catalog to subscribe to. This trend goes against the main positioning objective of the campaign.
In general, this paid positioning campaign to Twitter had a positive effect towards the launch of this new platform.
However, it is relevant that Paramount Plus take negative messages into account, as they were contrary to one of its objectives. According to another analysis generated by Metrics, public opinion in general is beginning to show fatigue at having to pay for multiple platforms such as Netflix, Prime Video or Disney + to be able to watch their content.
This is a wake-up call not only for this new platform, but for the entire streaming industry. Let’s see how far users endure.
