Case Study: Publicis Groupe achieves viral global campaign reach with Brandwatch Analytics

Transforming a corporate message into a global campaign

Publicis Groupe, a Paris‑founded global leader in marketing and communications with ~77,000 staff across 108 countries, faced the challenge of turning its annual corporate message from Board President Maurice Lévy into a sharable, industry‑wide campaign while keeping the brief more “traditional” and measurable than past years. The communications team also needed robust social listening to quantify public reaction, benchmark performance against prior campaigns, and guide future strategy.

Marcel created “The Skippable Wishes,” a series of spoof commercials with a playful “Skip Maurice” mechanic and a preview event that seeded social buzz; Brandwatch Analytics measured the rollout. The campaign trended instantly—over 31 million Twitter impressions at launch, a peak of 467 mentions/hour, ~175,000 video views, ~4,500 mentions in two weeks (four times 2015), 100% early positive sentiment, broad media pickup and stronger individual‑account engagement, giving Publicis clear data to inform future campaigns.

Publicis Groupe

Lindsay Mccallum

Global Communication Manager