Case Study: David & Goliath achieves doubled social conversation and award-winning Super Bowl impact with NetBase Quid

David & Goliath Use Netbase to Score Big For Kia at Super Bowls

David & Goliath, the creative agency for Kia, faced high-stakes Super Bowl briefs in 2016 and 2017: generate massive social buzz for the new Kia Optima using Christopher Walken (who has no social presence), then repeat — and top — that success while launching the hybrid Kia Niro and communicating its eco credentials. Both campaigns required precise, real-time insight to target audiences, pick the right talent, and time creative releases during the limited Super Bowl window.

Using NetBase social analytics, D&G identified conversation drivers and influencer communities (partnering with sock brand Stance for #AddPizzazz and later choosing Melissa McCarthy for her eco tie-ins), monitored live sentiment, and deployed reactive tactics like targeted gifts, GIF responses, a Niro Facebook chatbot, and WWF donations. The insight-led approach nearly doubled social conversation two years running and earned Kia top automotive rankings on Facebook and Twitter, a YouTube AdBlitz award, and the USA Today Ad Meter top spot.

David&Goliath

Shaun Jacobs

Digital Analytics Manager