Case Study: Colangelo achieves quantifiable campaign insights despite limited commercial data with Infegy Atlas

Colangelo provides precision campaign analysis despite scarcity of commercial data

Colangelo is a 30-person behavioral marketing agency (founded 1993) that specializes in Brand Attachment—tapping the human unconscious, ritual, and semiotics to re-envision brands. A beverage client hired them to evaluate a two-year campaign built around a new slogan, but there were no KPIs and traditional commercial metrics (including sales) were unreliable due to business constraints and COVID-19, leaving Colangelo to determine whether the slogan had taken hold with consumers.

Using Infegy Atlas social intelligence, Colangelo ran exhaustive queries on the slogan, hashtag, partner brands and audience filters to measure reach, engagement, partner mentions, sentiment, and demographic shifts. They found the slogan never achieved organic traction (the original brand name drove 62x more post volume), its association with the product depended on paid media, partner brands weren’t linked in conversation, audience segments didn’t change, and overall brand sentiment remained strong (91% positive). Colangelo recommended ending investment in the slogan and proposed alternative brand-focused programming based on these data-backed insights.

COLANGELO

Jo-Ann Abbate

Executive Director