EXCLUSIVE: “Despite Naked’s survey, their Witchery campaign was a social media failure”

A social media monitoring service will tomorrow issue a report labelling Naked Communications’ hoax girl-with-the-jacket video a viral failure.  

Mumbrella can reveal that Australian-based Streamwall will publish statistics that question a Naked-commissioned survey which the agency said showed their controversial campaign was a social media success.

Naked divided marketing commentators when it created the stunt, in which an actress pretended she was trying to find the man of her dreams who she had met in a cafe. But suspicions were quickly raised that her attempts to return the man’s jacket were a publicity exercise for clothing brand Witchery.

Mumbrella understands that Streamwall will describe the viral effect of the campaign as “minimal”, suggesting that if the campaign was successful, it was only as a PR strategy rather than through social media engagement. It will report:

“The distribution of the video was largely due to media editorial rather than actions by web users. More discussion was had about the campaign being a hoax (89%) than was had about the campaign’s content (11%). In addition, the campaign had little life beyond the initial setup and reveal, with a quickly reducing percentage of people viewing the video once it had been revealed as a hoax.”

Streamwall’s benchmarking includes giving a “units of social engagement” score. It gives the Witchery camapaign a rating of just 31%.

The report adds: ” The data indicates that 23% of social media discussion was negative towards the campaign,with only 9% of social media discussion being positive. However, due to the social “half life” of the viral element, discussion quickly reduced to a negligible level, resulting in a limited ongoing impact.”

Streamwall said that it will be publishing the numbers because when Naked released its survey on the success of the campaign, it only assessed the comments on YouTube, where the video first appeared. It said: “Streamwall is taking the step of releasing this data due to the amount of speculation regarding the campaign, and in the interest of providing meaningful data rather than simply relying on user comments within YouTube as has previously been discussed in the media.”

Streamwall’s social media monitoring software scans more than 1.2m websites  and 162,000 blogs to produce its findings.

Update: Naked CEO Mat Baxter told Mumbrella that measuring just  the social media element of the campaign missed the point , which was to achieve a target for the client across all channels. He said: “You can’t look at social media in isolation. You have to look at all platforms where the message reaches the consumer. This is the equivalent of taking a racecar that’s just won a race and only looking at the tyres.”

He said that some of Streamwall’s comments on the research commissioned by Naked were based on misunderstanding – the assessment of YouTube commentary was carried out seperately by the agency to the independent survey of what the target group’s views were. He said: “They are trying to ride on the coat tails of the campaign which is fine and opportunistic, but they are looking at it in an extremely rigid way. Without a doubt the campaign was a success.”


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