Actimel is a yogurt drink available in 12 delicious flavours and a great way to start the day as part of a balanced breakfast. Actimel contains Vitamin B6 that contributes to the reduction of tiredness and fatigue. It also contains Vitamins B6 & D to support the normal function of the immune system.
About MEC UK
MEC is one of the world’s leading advertising media planning agencies with expertise in digital media, social media marketing, and much more. The fifth largest media agency in the world, MEC clients include Vodafone, Netflix, Paramount Pictures, Marriott, Chanel, GE, Visa, Xerox, Colgate-Palmolive, Chevron, Beiersdorf, Tiffany, and Michelin.
Actimel and MEC have produced an effective and innovative approach to distributing content with timely and cultural relevance, helping us resonate further with our target audience.
Marjorie Borreda
Actimel Global Digital Manager & Elsa De Guzman / Head of Media and Digital
The Challenge: Finding Fans Across Location, Weather, and Sports
MEC UK was looking for a solution for its client, Danone Actimel, that could target consumers by geolocation, leverage weather signals and football scores, and reach people according to shifts in both. Also, MEC wanted to achieve a Cost Per View of £0.03 for three seconds of video.
The Solution: Trigger Based Video Remarketing For Full-Funnel Engagement
MEC used Marin and its status as a Facebook Marketing Partner to retarget the people who were exposed to Danone Actimel videos for three seconds or 95%. Using trigger-based ads, MEC targeted a large audience to ensure Actimel’s brand got maximum and precise exposure. Since Marin has a partnership with TVTY that allows customers to leverage specific triggers—including, for this project, weather patterns, pollen alerts, travel conditions, and more—MEC UK found the platform uniquely fitting. After the triggers were created and linked to campaigns, the campaigns were activated or paused based on the triggers to ensure messages were shown at appropriate times. Danone Actimel provided its creative assets to MEC UK. These assets were all designed to deliver messages encouraging consumers to stay strong in everyday situations. These assets were all designed with the specific themes of happiness and bad days, one for each day of the week. The campaigns were then planned and set up according to the associated trigger and creative asset. The overall strategy included a media plan based on precise and methodical campaigns for reach and frequency, engagement, and video views. Naming conventions made it easier to report on campaign performance, and mass duplication allowed the team to update the campaign in bulk—including duplication of the start, end date, budget, and bidding at the campaign/ad set and ads level. In addition, Marin’s video remarketing and auto-pause features allowed Danone Actimel to retarget to custom audiences and automatically pause ads with lower click-through rates. Marin’s TV Sync automatically activated Danone Actimel’s social ads based on customizable offline events. Other beneficial features and tactics included:
Spending cap limit: setting an overall budget limit for the account
Budget distribution based on the target size of remarketing audiences
Pivot tables: reporting capabilities at the creative and targeting levels
Extra link URL: for sharing reports with the client
Import: easily transfer campaigns from Power Editor to Marin
The Results: Lowered Costs and Simplified Workflow
In conjunction with Facebook’s power and reach, Marin’s dynamic retargeting capabilities drove superior results. The brand achieved:
66% less cost per video view on Facebook
60% less cost per 25% video view
70% less cost per 95% video view
39% higher CTR
MEC UK and Danone Actimel were also able to attain less cost for specific triggers on 95% of video watched:
TV Moments: -25%
Live TV: -52%
Weather: -54%
Sports: -92,7%
Pollen: -52%
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White paper
PPC for B2B: a Performance Marketing Survey Report for 2023
To help you stay on the leading edge of performance marketing, we surveyed over 300 B2B marketers to uncover actionable insights that will help you improve the performance of your PPC investment. Through a Marin and LinkedIn partnership, we sought out to understand what B2B marketers face right now and how they are dealing with a complicated market. Read the full report to get a better understanding of how B2B marketers are changing their approach this year.
What You'll Learn from the Report:
How budgets have changed through the years 2020 to 2023 and how budgeting complexities affect the work of advertisers this year.
What challenges are most prevalent this year and how other marketers like you are adapting.
The critical role audience targeting plays in your success, especially during a recession, and some interesting trends relating to targeting techniques.
The types of content and campaign management techniques are currently helping advertisers move buyers through the sales funnel.
What paid social or PPC channels are providing the best ROAS or conversions for B2B right now.
AI-powered social listening is revolutionizing how companies gather insights from the vast expanse of social media content. Social listening means analyzing social media posts to understand how customers perceive and discuss brands.
By leveraging artificial intelligence, businesses can tap into platforms like Twitter, Facebook, and Instagram to uncover valuable trends and sentiments. In this blog post, we will explore the power of AI-driven social listening and how it is reshaping the marketing landscape by providing actionable insights derived from social media data.
6 Ways to uncover customer sentiment and trends with AI
AI can decipher and categorize customer feedback, reviews, and online discussions using natural language processing and machine learning algorithms.
1. Automate sentiment analysis
AI-powered sentiment analysis tools can analyze social media posts, reviews, and customer feedback and summarize the sentiment behind them. Marketers can use this information to gauge customer satisfaction, identify trends, and make data-driven decisions.
You can incorporate sentiment analysis into your daily workflow by setting up dashboards that monitor and report the sentiment of mentions across social platforms in real-time. React promptly to negative sentiments with customer service efforts, and leverage positive sentiments in your marketing campaigns. Check out these tools to help you automate sentiment analysis:
Brandwatch: Offers extensive sentiment analysis capabilities, allowing marketers to monitor and analyze conversations about their brand across the internet. It provides insights into whether those conversations are positive, negative, or neutral.
Sprout Social: Sprout Social analyzes social media messages and mentions to gauge public sentiment.
Hootsuite Insights: Powered by Brandwatch, Hootsuite Insights offers real-time sentiment analysis across multiple social media platforms, enabling marketers to monitor the emotional tone of conversations related to their brand.
2. Create alerts for emerging trends
Tracking emerging trends helps businesses spot opportunities or threats early on. By staying ahead, businesses can adapt strategies swiftly and mitigate potential crises.
Set up alerts for specific keywords, hashtags, or topics related to your industry. Review these alerts daily to quickly pivot your strategy or content creation to align with emerging trends. These are some of the most common tools that marketers use to keep an eye on emerging trends:
Google Alerts: Allows marketers to monitor the web for new content about specific topics, providing email alerts whenever new mentions are found. It's useful for tracking industry news and brand mentions.
Talkwalker Alerts: A more advanced tool than Google Alerts, offering in-depth insights and alerts for keywords across the internet, including social media platforms. It's powerful for identifying emerging trends relevant to your brand.
Mention: A real-time media monitoring tool that notifies marketers about mentions and keywords across websites and social media. It's useful for tracking brand mentions, competitors, and industry trends.
3. Topic modeling
Artificial Intelligence can uncover prevailing themes and subjects within social conversations, feedback, and online content. AI-driven topic modeling tools go beyond simple keyword analysis, employing natural language processing (NLP) to understand context and recognize nuances that simpler tools might miss.
This facilitates a more granular and accurate understanding of consumer interests, behaviors, and preferences, enabling marketers to tailor their strategies with unprecedented precision. Use topic modeling tools to analyze social media conversations and customer feedback. Segment the data by demographic or channel to tailor your campaigns to different audiences. Integrate findings into your content calendar or R&D briefings for product improvements. These two tools can help you model topics more effectively:
Quid: Visualizes big data by mapping out topics and trends from news articles, blogs, forums, and more. Quid's topic modeling capabilities allow marketers to identify key themes and narratives emerging within their industry.
MonkeyLearn: An AI platform enabling text analysis through machine learning models. Marketers can use MonkeyLearn for topic detection and understanding key themes and sentiments within customer feedback or social media conversations.
4. Image and video analysis
With the rise of video content on social media, image and video analysis tools can unlock insights that text-based tools overlook. This is crucial for understanding how your brand is perceived visually and for monitoring branded content usage.
Use image recognition technology to monitor your brand logo, products, or promotional materials across social media platforms. Use these insights to guide your visual content strategy and enforce brand guidelines. Explore these tools to see if they are right for your brand:
Brandwatch (again): Offers image recognition capabilities, allowing marketers to find and analyze images related to their brand across the internet. This is useful for monitoring brand visibility and the context in which a brand is being discussed or depicted.
Talkwalker (again): Provides video and image analytics, enabling brands to track visual mentions and sentiment. Its AI-powered image recognition technology identifies logos, scenes, and activities in images and videos.
5. Predictive analytics
Almost a fifth of marketers are already using AI for predictive analytics. AI algorithms can analyze historical data to predict future customer behavior and trends. Marketers can leverage predictive analytics to anticipate customer sentiment, identify potential issues, and proactively address customer needs, allowing for more targeted and effective marketing campaigns.
Incorporate predictive insights into strategic planning sessions. Use historical trends to inform future campaigns, product developments, or customer engagement strategies. These tools might be helpful:
Zignal Labs: Offers a predictive analytics suite that forecasts trends and potential crises before they happen. This allows marketers to adjust strategies proactively.
Sprout Social (again): Its reporting and analytics features, including predictive analysis, help anticipate future social trends and consumer behaviors, informing more strategic decisions in marketing planning.
6. Creating customer personas
Segmenting customers is a common use case for AI-based marketing software and is currently being used as such by 44% of businesses. Social listening helps marketers segment their audience and create detailed customer personas based on social media data. Aggregate social media data to flesh out existing personas or to create new ones. Look for patterns in interests, sentiment, demographic data, and engagement behaviors. Use these insights to refine marketing messages, product features, or targeted advertisements.
These tools can help marketers create and manage customer personas easily:
HubSpot: Features analytics tools that can be used to track visitor behavior across your website, social media channels, and more. The insights derived can be used to create detailed customer personas.
Audiense: Specializes in audience intelligence and segmentation, helping marketers discover new target audiences and refine existing customer personas based on social data.
How Marin can offer you greater insight into your customers’ minds
Marin provides a unified platform for all your data and analysis. Data collected by social listening tools can be fed into Marin and associated to specific keywords or audiences to help you understand the full picture when analyzing the performance of your paid media campaigns. Schedule a demo to learn more about Marin’s AI-powered campaign management and optimization suite.
Agency Saves Time and Increases Revenue by 20% with intelligent budget pacing from Marin Ascend
Intro
Agencies that manage clients with many locations often struggle to manage budgets at scale. It’s crucial to spend exactly what the client expects across dozens, or even hundreds of locations – often working across just as many publisher accounts. Marin has solved this process by automatically monitoring campaign spending and making AI-powered, real-time budget adjustments to hit the target spend. The result is less work, better results, and no missed opportunities.