Case Study: Twitter achieves up to 30% brand sentiment lift and reduced negative sentiment with OptiMine

Paid & Promoted Twitter Campaigns Drive Brand Sentiment

Twitter engaged OptiMine Software to answer a time-sensitive question: can paid and promoted Twitter campaigns improve brand sentiment and reduce negative sentiment for the four largest U.S. mobile carriers? With only weeks to deliver, Twitter asked OptiMine (using its OptiMine Insight / Agile Analytics capabilities) to quantify the relationship between paid, earned and owned social activity and key brand health KPIs.

OptiMine analyzed a year of Twitter campaign history plus social listening data and delivered full media measurement in under a month, demonstrating that paid Twitter campaigns can both lift positive sentiment and reduce negatives. OptiMine found measurable impacts across dimensions (e.g., 1–6% uplift in network quality, 1–4% in customer service, 1–12% in pricing, 2–8% reduction in churn sentiment and up to 2–30% reduction in negative plan sentiment) and showed this faster, model-driven approach shortens the measurement-to-improvement cycle versus traditional pre/post studies.

Twitter