Coca-Cola's America Is Beautiful | Touchstorm Video Scoreboard

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Touchstorm Video Scoreboard The data behind the Coca-Cola #AmericaIsBeautiful controversy

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The  Touchstorm  Video  Scoreboard  for  Super  Bowl  Ads  analyzes  the  performance  of  video  content  on  adver<sers'  YouTube  channels  related  to  the  2014  ad  campaigns  to  determine  which  adver<sers  are  building  real  rela<onships  with  consumers  on  YouTube.  

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What is the Touchstorm Video Scoreboard?

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Overall Ranking Progression

3 1 We omitted restaurants and retailers who sell services, like spas.

The Top 10 Super Bowl campaigns on YouTube have been calculated daily using a weighted average of four metrics: Total Views, Subscriber Conversion Growth, Likeability and Velocity.

As of Thursday Feb. 6 Coca-Cola’s #AmericaIsBeautiful commercial has been #1 for two consecutive days.

Date  Posted  

Controversy  Explodes  

Achieves  #1  Ranking  

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Day Over Day View Growth on YouTube

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Coca-­‐Cola  has  more  views  than  any  other  adver=ser  that  did  not  post  content  to  YouTube  prior  to  the  Super  Bowl.  

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Likeability Ranking

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•  Touchstorm's  Likeability  Ranking  is  a  measure  of  posi=ve  engagement  with  YouTube  viewers.    

•  The  metric  is  calculated  by  dividing  Total  Likes  by  Total  Views.  The  average  Likeability  for  all  campaigns  is  set  to  100  and  all  campaigns  are  compared  to  this  average.    

•  The  #AmericaIsBeau=ful  campaign  has  generated  over  50,000  Likes  in  5  days  or  one  Like  per  every  200  video  views,  placing  it  in  the  top  3  campaigns  in  terms  of  posi=ve  engagement  with  users.  

•  The  Coca-­‐Cola  |  #AmericaIsBeau=ful  campaign  has  been  able  to  generate  more  Likes  per  View  than  any  other  campaign,  except  Geico  and  MicrosoT,  indica=ng  that  viewers  have  been  extremely  mo=vated  to  click  Like  and  show  how  much  they  enjoyed  the  content.  

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Subscriber Conversion

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Subscriber  Growth  proves  that  Super  Bowl  ad  and  video  campaigns  can  result  in  deeper  consumer  rela=onships  with  brands.    

Our  Subscriber  Conversion  metric  is  calculated  as  follows:      

•  First,  it  determines  a  baseline  daily  subscriber  growth  rate.  We  watched  adver=sers’  channels  for  weeks  in  advance  of  the  Super  Bowl  to  see,  on  average,  how  many  subscribers  per  day  they  were  adding  to  their  channels.    

•  Each  day  post-­‐Super  Bowl,  we  compared  their  channels’  Subscriber  Growth  metric  to  their  baseline  to  formulate  the  final  number.      

•  For  instance,  if  Baseline  Growth  =  1%  and  2/2/2014  Growth  =  5%  then  the  Subscriber  Conversion  metric  =  500%  

Coca-­‐Cola  has  seen  strong  Subscriber  Growth  as  a  result  of  their  campaign  peaking  Wednesday  2/5/2014  at  over  1100%.  

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