Case Study: a leading confectionery company drives sales uplift with C5i social media analytics

Tracking the Impact of Campaign on Brand Performance for a Leading Confectionery Company

A leading confectionery company faced a challenge after customer backlash to its 2018 Advent Calendar threatened brand perception. To measure the impact of its new 2019 satirical social media campaign on sales, it partnered with analytics vendor C5i to leverage their social media campaign analysis framework.

C5i integrated owned social, social listening, and sales data to correlate social metrics with brand funnel performance. Their analysis determined with 96% confidence that the campaign was responsible for a 20% uplift in sales, proving social listening metrics as a key sales driver and successfully demonstrating how to measure campaign impact.