Case Study: Ogilvy UK quantifies Aperol’s cultural resonance with YouScan

Ogilvy UK quantifies 0.01% cultural resonance with YouScan

Ogilvy UK, a London-based advertising, marketing, and PR agency, faced the challenge of analyzing and demonstrating the cultural resonance of the Aperol brand for a pitch. Moving beyond traditional text-based mentions, the team needed to understand how the brand was visually embedded in UK culture across social media, blogs, and forums. To achieve this, they leveraged the Visual Insights product from the vendor YouScan.

YouScan's AI-powered visual analysis enabled Ogilvy UK to review over 1.3 million visual mentions containing shades of orange. The solution identified Aperol references in visuals, logos, and even spoken words, providing quantitative data where direct mentions seemed low. The key result was that Aperol's 0.01% penetration rate was benchmarked as a strong indicator of cultural presence, matching Nickelodeon and demonstrating how a color can be an insight-driven differentiator. YouScan's tools allowed the agency to successfully quantify cultural resonance.

Ogilvy UK