Key Lessons from the Best Social Media Campaigns of 2019

Social media campaigns are fast becoming the main facet of any brand’s marketing efforts. After all, these campaigns provide access to the 2.5 billion Facebook users, 1 billion Instagram users, and 330 million Twitter users that prowl these apps every month. Getting your content out there is as simple as creating an account and publishing your post… right?

Given the sheer volume of posts that are being created every day, brands must do a little extra to stand out. As we look towards 2020, here’s our roundup of campaigns that have grabbed audiences by the collar.

Instagram: The “Instagram Egg”


This humble stock image of an egg broke the world record for the number of likes on a single Instagram post following its appearance in January this year. To date, it remains the most-liked post on Instagram, having garnered over 53.9 million likes thus far. 

Over the course of a few weeks, the egg gradually began to crack, leading up to the grand reveal (during a SuperBowl commercial, no less) of Talking Egg, a global mental health resources page. 

So how did the egg do it?

While the account’s Instagram feed remained sparsely populated, the account’s creators instilled a sense of camaraderie in its main target audience — youths — through Instagram Stories. Fuelled by the common goal of breaking a world record, people who had come across the account were able to influence fans and laymen alike to ‘like’ the egg.  

By further using the post’s virality to promote mental health, the account’s creators ensured that the egg would become more than a passing fad. Today, the account continues to post original animations that promote mental wellbeing. 

Twitter: GoJek x Rich Brian

GoJek, the Indonesian ride-hailing app, made waves on Twitter due to its exchange with rapper Rich Brian. After the rapper tweeted about missing Indonesian food, the company offered to have food delivered to him despite him being in New York at the time. 


Banter between the two ensued, with GoJek insisting that distance would not be an issue:

The company stayed true to its word, delivering food to Rich Brian’s doorstep within 48 hours. 


This gesture was made in the spirit of pasti ada jalan, or “there’s always a way,” the tagline for its cerdikiawan campaign, which encourages users to showcase smart solutions to everyday problems. The tagline is also the central message reiterated by its recent rebranding efforts.

Proof of GoJek’s eventual food delivery received almost 19K retweets and over 25K likes. While the exchange was entirely organic, Rich Brian eventually collaborated with GoJek on its cerdikiawan campaign a month later. 

Why exactly did this Twitter exchange go viral?

GoJek simply capitalised on the right influencer — Indonesia-born Rich Brian, whose global following would allow GoJek to reach users beyond its home base. By following through on its commitment, GoJek ensured that its main customer base — Indonesian users — would have a better impression of its variety of offerings. On a global scale, followers of Rich Brian would also gain greater awareness of the brand even if they did not use the app in their home countries.

Facebook: Lazada Malaysia’s Facebook Live Show

On top of regular Facebook and Instagram ads, e-commerce giant Lazada went big this year with its interactive Facebook Live event. 

To celebrate its 7th birthday, Lazada Malaysia launched LUCKY 7th, a game show that allowed shoppers to catch a glimpse of the prices of items on sale. To drive greater awareness towards the campaign, carousel ads that targeted users based on previous shopping activity were created. Photo ads announcing discounts were also published after the show.


The game show itself drew over 11K views, with Lazada Malaysia reportedly earning 38 times more than its historical highest revenue from a campaign. The campaign was also able to reach 30% more users and garner 46% more interactions than previous campaigns. 

How did Lazada do it?

Lazada made use of an underutilised Facebook advertising function — the livestream, which allowed it to showcase product information and interact with fans in real-time. Lazada is no stranger to live streaming, having also done so for its birthday Super Party concert this year. What then makes livestreaming on Facebook different?

Facebook’s 2018 algorithm favours “meaningful interactions” — namely comments, shares, replies, and reactions. Live videos especially are prioritised over traditional ads and posts through the possibility of encouraging discussions among viewers

This means that live videos are likely to get more airtime on an individual’s news feed. In addition, the ability to notify followers of a brand’s page when the brand goes live contributes to an increase in potential reach and engagement. 

According to Facebook, live videos also produce 6 times more interactions than traditional videos, with users being more likely to comment or engage directly with a brand than on a regular post. 

TikTok: Uniqlo #UTPlayYourWorld

Since its inception, TikTok has risen to become a leading player among short-form video social apps. Popular among users within the millennial demographic or younger, the app’s downloads this year surpassed Instagram, Facebook, Twitter, and Snapchat

Not one to miss out on marketing to youths within its markets, Uniqlo UT partnered with TikTok to launch an in-app challenge, #UTPlayYourWorld, in Japan, Taiwan, and France. The challenge encouraged users to share their experiences while wearing a Uniqlo UT outfit. Selected participants then won the chance to appear on screen in Uniqlo stores and social media pages worldwide.


The two-week campaign saw over 185K submissions, with over 95K TikTok participants and over 330 million views on submissions. 

Why did this campaign stand out?

According to Rei Matsunuma, director of UT and collaboration business at Uniqlo, UT’s main challenge was generating interest in Uniqlo from younger audiences who had never shopped there. As such, paid media would not generate long-term interest in the brand’s main offering — ‘LifeWear’, or clothing designed to make life better. 

User-generated content (UGC), which would be crucial in this campaign, is right up TikTok’s alley. By partnering with a platform that is built on UGC, Uniqlo was able to leverage on a huge base of young creators. These creators would act as micro-influencers, spreading awareness of the brand through their participation in the contest. Furthermore, the campaign’s aim of showcasing interesting snippets of daily life tied in well with the philosophy of LifeWear.

Spotify: Spotify Wrapped

Spotify’s Wrapped campaign has become something of a year-end tradition. Users look forward to receiving a simple, personalised recap of their year in music, be it to rediscover songs they used to love or revisit embarrassing favourites. 

This year’s Spotify Wrapped, however, included something special — a Decade Wrapped, which provided unique listening stats and compared users’ favourites from 2010 to 2019. 


In addition, Spotify introduced new shareability functions that built on its integrations with Facebook, Twitter, Snapchat and Instagram. Both Free and Premium users could share their 2019 Wrapped or Decade Wrapped cards on these social platforms.


In Australia, for example, Spotify showcased statistics on prominent local artists such as Tones and I, while Aussie phenomenon Egg Boy also received a cheeky nod. The streaming platform even gave away speciality slushies in Melbourne and Sydney that feature the likenesses of four Aussie artists.



What makes Spotify Wrapped special?

Even though it’s only been a week since the campaign’s release, it has generated a huge amount of buzz among Spotify users.

For one, the integration of sharing functionalities for both Free and Premium users have increased the campaign’s reach. What was once a private, personalised recap can now be shared with a user’s followers. Artists can also share their audience listening stats with their fans, promoting greater interaction between both parties.

Spotify Wrapped also makes the user its focus. While the brand employs a distinct look, the campaign’s copy makes scant reference to the company. The repetition of “you”, the user, reiterates the viewer’s role as the hero of the campaign. The clever use of audience insights also ensures that every user relates to the content that they receive.

Furthermore, the commitment to holistic advertising efforts both on and offline cements the campaign’s status as a year-end checkpoint for users.

Key learning points from these top campaigns

Successful campaigns are relatable ones

In the case of GoJek and Spotify, relatability accounted for a huge part of user engagement.

Both brands understood that they were writing for their audience. GoJek and Spotify did not highlight their own platforms and instead allowed their content to drive organic engagement.

Creating relatable content isn’t just dependent on your copywriting prowess. An important aspect of this involves a keen understanding of your top audience demographic. Which brands do they pay attention to? What age group do they belong to and what trends are they interested in?

Meltwater’s Audience Insight reports allow you to understand the communities that drive conversations on your social media channels. Our tool allows you to discover your audience’s consumption habits, analyse shifts in their demographic, and identify key influencers within these groups. You can then use these insights to create content that is tailored for your audience.

Apart from the use of cheeky language, these brands were able to capitalise on the right influencers. Be it showcasing top local artists on billboards around the city or engaging directly with an artist on Twitter, both moves ensured that the artists’ followers would be watching.

While these brands used high-profile influencers, brands can emulate these results even when engaging micro or nano-influencers.

With Meltwater’s Influencer Discovery tool, searching for influencers with high reach numbers and high follower engagement is easy. Find influencers based on your audience’s demographic as well as your target market, industry, or topic. This allows you to engage influencers that know your product and would genuinely like to promote it. By extension, their followers will be familiar with brands in your industry, ensuring that the content you produce is always relatable.

User-generated content can be as valuable as paid media

In the case of Uniqlo, paid media would not have been as effective as UGC in demonstrating their brand’s principle. Brands that wish to reach untapped markets can likewise consider using UGC as an arm to showcase their products. Marketers benefit from killing two birds with one stone — you get content, and your customers feel greater affinity with your product.

The main reason why UGC is so valuable is the fact that consumers often find this type of content the most authentic. Within the millennial demographic, UGC is trusted 50% more than traditional media and contributes 20% more to purchase decisions than other media types.

Social media platforms, particularly video platforms, are big proponents of UGC. Think TikTok and Snapchat’s short videos, IGTV or Instagram Stories, and even YouTube. After all, video content benefits brands by showing, not telling.

Types of UGC that can be useful for both B2B and B2C brands include client stories, product use cases, employee-generated content, product tutorials and contest submissions.

Seasonal posts don’t have to follow a pattern

The best brands make a key event or holiday campaign their specialty. Just as Spotify Wrapped has become a hit seasonal offering, Lazada’s annual birthday campaign has also become something that shoppers anticipate.

Campaigns centred around festivities and events (think the Lunar New Year, or Black Friday sales) are valuable even though they are predictable. Instead of just offering festive greetings or sweeping discounts every year, utilise your social media platform of choice to produce interactive content that engages your audience.

This could include creating simple games on Instagram Stories, hosting a Facebook or YouTube live video, or posting a TikTok video challenge.

While preparing for a big campaign is important, it is also vital that you leave wiggle room for other posts. Meltwater’s Social Media Management tool allows you to plan and publish your content on different social channels, identify gaps in your publishing schedule, and easily reorganise your posts all on a single platform. With this consolidated workflow, you can anticipate upcoming events and start planning for them ahead of time.

Social media can do so much more

Shares and likes aren’t all that social media platforms today have to offer. Lazada’s Facebook live event is proof that a good campaign doesn’t have to rely on ads alone, while the Instagram Egg post was made popular through another key Instagram feature — Instagram Stories.

Just as marketers strive to find new ways to engage their audiences, social media platforms are also finding new ways to make content creation better. In fact, these platforms and their innovations can help to make marketers’ jobs much easier.

Instagram, for example, has released a ‘create’ function on Instagram Stories, allowing users to easily create polls, questions, gifs or even simple drawing games from the app. Instagram’s integration with Spark AR Studio also means that brands can create unique Instagram filters for their audiences.

Facebook 360, powered by Oculus, allows brands to create immersive 360-degree photo or video experiences that can be liked and shared just like any other post.

Effective online campaigns are supplemented by offline initiatives

The success of Spotify Wrapped demonstrates the power of a comprehensive on and offline campaign. When implemented in tandem, both strategies serve to support each other and reinforce your campaign’s ideals. This can be especially important for B2B brands, where strong offline connections can demonstrate your sincerity and the value of your product.

Offline initiatives aren’t limited to print advertisements. Networking events, speaking opportunities, demos or consultations, trade shows, and online-to-offline experiences (in-store events, click-and-collect options) are all ways that brands can take their social media campaigns into the real world.

The mix of online and offline efforts, however, vary with each company. To find out the combination that works best for your brand, monitor key trends and happenings online to figure out your audience’s needs. For example, frequent requests for samples or product inquiries may indicate the need for a pop-up store.

To better keep track of online chatter, consider using Meltwater’s Media Intelligence tool. We provide you with a comprehensive view of conversations that impact your brand, products, and industry. With unlimited searches and full historical data from up to 15 months, you can access reviews, online news, articles from blogs and forums, and data from social media channels such as Instagram, Reddit, Twitter, and Facebook. In addition, you can perform searches on-the-go with our mobile app. These insights will help you to better understand your brand health, market insights, competitor strategy, and audience needs.

What’s next?

There’s no doubt that social media marketing will continue to be a mainstay for marketers in 2020. With our rundown of what makes a great campaign stick, you too are ready to leverage the power of social media.

Meltwater’s Social tools are here to take your c.ampaign from A to B. Manage your social interactions across multiple channels, plan and publish your content, and obtain one-click reports to easily track how you’re doing. Social media marketing has never been easier.

Influencer Marketing 2020: Everything You Need To Know

Have you ever wanted something just because someone you looked up to was using it?  When I saw this coat on Alexa Chung, I knew I had to get something similar. It was not solely because I liked its look, but it was also because Alexa was wearing it. Just like that one comment puts it: “Already ordered and will forever order anything AC approved.”  This example illustrates the basis of influencer marketing: Our buying behaviour has been influenced by someone we look up to or whose recommendations we trust.

Influencer marketing is no longer just a fringe strategy; it has become a core marketing tactic for many consumer-facing brands. Furthermore, with Instagram’s recent launch of Instagram Shopping and later Checkout, influencer marketing will only grow in importance in 2020.

But running an influencer marketing campaign does not come cheap. Brands are pouring thousands of ad dollars to run a successful campaign. To get the most out of your influencer marketing campaign, it is essential that you consider these things:

Nailing your influencer marketing campaign objectives

This is the bread and butter of every campaign. Having a clear set of campaign objectives will guide your preparation and help you measure your success later on. Some common examples of influencer campaign objectives are brand awareness, brand loyalty, website traffic and sales. 

Brand awareness

Perhaps your brand is new to the market, or you are about to launch a new product, but whatever it is, you want your audience to know about it. If that is the case, the primary objective of your campaign should be brand awareness. You would want to work with influencers who would reach a large number of people.


Garmin worked with several top Singaporean fitness influencers like @elaineruimin, who has a large follower base of over 100K, to raise awareness about the launch of their new smartwatch, Garmin Venu.

Brand loyalty

Think about your favourite brand. More often than not, you become a fan because the brand values and personality resonate with you. Influencer marketing is a great vehicle for brands to communicate their values. Brand values are not only communicated via content but is signalled by their choice of influencers they work with.

One prime example would be Lululemon’s ambassador program. They identified local influencers in the fitness scene who embodied their brand values, exposed these influencers to Lululemon’s products and gave them high-quality activewear for free. In exchange, these influencers have to promote the Lululemon brand on their social platforms and run classes at Lululemon’s studios. The brand eventually went beyond being positioned as an activewear retailer to become a lively, engaged community of fitness fans.  

Website traffic and sales

This is one of the most common goals of influencer marketing campaigns. Influencer marketing is well-known for being able to generate website traffic and sales within a short amount of time. Based on the principle of word of mouth, consumers are more likely to trust the recommendation of someone they personally know. Hence, having influencers talk about the benefits of your product has been proven effective in driving sales.

Once you have nailed down your campaign objectives, the next step is to think about which influencers to partner with.

Selecting the most relevant influencers for your brand

The most difficult step of your influencer marketing campaign is selecting the right influencer to partner. Your influencer will affect who your message is going out to, and how your brand will be perceived.

There isn’t a one-size-fits-all approach when it comes to selecting your influencer – the right fit often depends on your campaign objectives and brand personality. The first thing to think about is what kind of influencers you would like to work with:

a. Celebrity Influencers

Celebrity influencers are often the go-to choice for big multinational brands who have a large pool of resources and existing relationships with these celebrities. While it is expensive to engage them, it will put your brand in front of millions of people. This is especially effective in establishing top-of-mind awareness. 


Celebrity Influencer: @imjennim, 2,279,545 followers

b. Power Users

While not of celebrity status, power users still have a substantial following. Your content will reach a wide audience who loosely share similar interests. Power users are great for mass-market brands who are trying to reach as many people as they can. Huge clothing brands often engage power users to raise awareness about their new collections and launches. 


Power influencer: @ganeganii, 234,553 followers on Instagram

c. Micro-Influencers

Micro-influencers are a less costly but equally (if not, more) effective alternative. Studies have shown that followers of micro-influencers tend to trust their recommendations more than that of celebrity influencers. Perceived as more authentic, micro-influencers command a greater influencer and higher engagement with each post they push out. A stronger connection is forged between brands and consumers when a micro-influencer is engaged.


Micro-influencer: @itsmariahazel, 16.5k followers

This graph below illustrates which type of influencers to work with based on your campaign objectives.

Searching for influencers beyond your own knowledge of the influencer landscape

Once you have decided on the type of influencer to work with, you need to search for influencers who embody your brand values and personality. As the search functions on Instagram is limited, marketers would rely on their own knowledge of the influencer landscape and risk selecting a partner that is not the best fit. 


List of influencers under the search topic “Fitness”, filtered by Networks, Influence, Location and Gender.

Meltwater’s Social Media Influencer Discovery platform offers a robust influencer search engine. It allows users to search for influencers by hashtags and topics, such as “fashion”, and “travel”. For example, if your brand sells sports apparel, you can start by searching for “fitness” influencers. You can refine your search when you filter by number of followers, location of influencer and audience demographics, among many others.


Common pitfalls when selecting your influencers

a. Selecting influencers based on follower and engagement numbers

One common pitfall among marketers is selecting their partners based on surface figures like followers and engagement numbers. The existence of fake bots, spam and inactive accounts can drive up these numbers. In fact, aspiring influencers often head to influencer pods, which are public and private forums, to exchange likes, follows and comments to increase their social media presence. As a result, many brands waste their resources on influencers with high reach and engagement, but with little influence. 

Meltwater’s Social Media Influencer Discovery platform calculates the true reach of every Instagram account. True reach removes fake bots and spam accounts from the equation, and this reflects a more accurate depiction of a user’s influence.


Finally, many marketers fail to understand how Instagram’s ranks posts on our feeds and how this impacts an influencer marketing campaign. Posts are no longer ranked chronologically, but rather, by relevance to the specific user. How is the relevance of a post determined? Two things matter: The user’s historical interactions with the poster’s content and the user’s interaction with similar posts from other influential creators.

Meltwater’s Social Media Influencer Discovery platform tags an influence score to each user and this represents how influential an account is in their social network. It takes into account; (1) the frequency that active users interact with the content and (2) how influential these active users are. Furthermore, if an influencer is an expert in their field (i.e fashion), their influence score will increase. The influencer score is a great indicator of how much action and impact that influencer will drive for your brand.  


b. Selecting influencers whose followers do not align with a brand’s target audience

But what if an influencer has a high number of active, engaged followers? It is easy to conclude that the influencer would be an ideal partner for your brand. However, many brands fail to consider who exactly these followers are and if they would be reaching their target audience. This is the second pitfall – assuming that an influencer’s followers all share the same interests and preferences. As more brands understand the complexity of influencer marketing, they start investing in influencer management tools that provide them with rich audience data.

Meltwater’s Social Media Influencer Discovery platform empowers marketers to dive deep into the demographics of the influencers’ followers. This helps marketers ensure that their brands’ target audience is aligned with the followers of their partners.


Selecting the right influencer whose content reaches the right audience is already half the battle won. 

Managing your influencers

As influencer marketing continues to grow, influencer marketing strategies begin to evolve as well. No longer should influencers be perceived as a mouthpiece to amplify your brand’s latest promotions. Your relationship with your partnered influencers will go beyond a transactional one when you treat them as your most important consumers. In other words, your brand ambassadors. 

a. Reaching out to influencers

Building a relationship should begin even before a contract is signed. In most cases, influencers would only choose to work with brands they believe in, regardless of the cash incentives. Once you have identified the influencers that you believe embodies your brand personality, you need to get them excited about working with you. 

A common strategy that brands employ to get the attention of influencers is to mail them free samples of their products, without asking for anything in return.

b. Communicating your expectations

Some brands fall into the opposite ends of the spectrum where they pander too much to their partners demands such that they lose control of the partnership. It is important that brands clearly spell out their expectations about the campaign and ensure that their partners understand them. From the type of content to the frequency of posts and down to style and tone, these expectations should be communicated from the start in a campaign brief. Check out this useful template created by Klear.

c. Turning influencers into ambassadors

After expectations have been communicated and the contract signed, many brands make the mistake of neglecting their partners until they need something from them. While there is nothing inherently wrong with that, influencers, like people, would appreciate brands who go the extra mile to build a relationship with them. Keep them updated about the latest happenings, invite them to exclusive brand events, or simply send them a token of appreciation every now and then. The key here is to be genuine and authentic in maintaining a good relationship with them. 


Meltwater’s Social Media Influencer Discovery platform offers a “Campaign” feature which allows users to develop relationships with your selected influencers- moving them down the funnel from “Fresh” to “Advocates”.


When influencers enjoy the experience in this partnership, they will develop trust and a connection with your brand. Now avid fans of your product, they will continue to give exposure to your brand even after their work commitment is over. And that is when you know your influencer has transformed into a powerful brand advocate. 

Measuring your influencer campaign

The two most common metrics marketers often use to measure the success of their campaigns are reach and engagement. While they are important metrics to measure, using these numbers as your be-all and end-all would limit the potential of your efforts. Furthermore, with the recent announcement of Instagram hiding the number of likes, marketers have to start thinking of a more holistic framework to measure their success. 

Here are some other quantifiable metrics that can give a comprehensive picture of your campaign’s performance:

a. Earned Media

It would be more impactful if users go beyond engagement to talk about the brand on their own channels. For example, a user can share an influencer’s post on his or her own Instagram Stories. Alternatively, if your hashtag catches on and users begin to use it in their content, it would lead to greater reach than what you originally paid for. 

b. Instagram Story Views

Since its launch, the growth of Instagram Stories has been astounding. Many influencers have adopted this new format to talk about a brand, product or service. It offers a real-time authenticity which makes users feel that the influencer is letting them into their lives. However, one challenge marketers face is tracking engagement and views of Instagram Stories – given its perishable nature. The good thing is that the Meltwater’s Social Media Influencer Discovery platform can track and store Instagram Stories even after 24 hours!

c. Link clicks

If your objective is to drive web traffic, the number of link clicks is the most relevant metric to measure the success of your campaigns. Developments within the Instagram app has facilitated the ease of inserting links into posts, such as the swipe-up function on Instagram stories. If you tag UTM (urchin tracking module) parameters in the URL used, you can easily track how much traffic is generated from that particular piece of content.

With so many numbers to stay on top of, we understand the challenges that marketers face in creating timely and insightful reports. As a result, it is much easier to fall back on simple metrics such as the number of likes and engagement.

Meltwater’s Social Media Influencer Discovery platform allows marketers to keep track of their campaign’s performance in real-time and generate reports in an instant. From engagement numbers to follower growth, earned media value to link clicks, marketers can have it all at their fingertips. We even track perishable content like Instagram Stories. So say goodbye to being drowned in multiple spreadsheets – the many hours that you will save can be channelled into more strategic activities that will drive greater ROI.

Influencer marketing role models

So there you have it! You are now one step closer to running a successful Influencing marketing campaign. But before you go, you might want to take a look at these exciting influencer campaigns for some inspiration:

1. #ImWithCHARLESKEITH by Charles and Keith


The Charles and Keith team employed several influencers to promote the launch of their new collection. A search of the hashtag #IMWITHCHARLESANDKEITH on Instagram will take you to over 20,000 Instagram posts. While it raised awareness for the launch, Charles and Keith wanted influencers to drive traffic to their own Instagram page. 

Once on Charles and Keith’s page, users will see a link to shop their Instagram feed in their bio. But instead of bringing users to their e-commerce website, the link brings them to a completely new platform that resembles their Instagram feed. Users can click on the items featured in the photos and they will be shown more information about the products. Clicking again would bring them to the product page where they can purchase it.


Charles and Keith’s smart move to create a seamless, fluid customer journey is something we can all learn from. 

2. #danielwellington by Daniel Wellington

Boasting 4.7 million followers on Instagram, @danielwellington has perfected their influencer marketing strategy. Entering the market in 2011, they did not have the resources for huge ad campaigns to boost their branding. As such, they engaged the help of micro-influencers. The DW team sent samples of their watches to selected micro-influencers. As long as they posted a photo of themselves sporting the Daniel Wellington watch, they would get to keep it for free. 


Many micro-influencers were happy to take up the offer, and combined with the use of the targeted hashtag: “#danielwellington”, the campaign exploded. Soon, Daniel Wellington consumers started sharing photos themselves, giving the brand a sustainable stream of social media publicity at a low cost. 


Are you ready to launch your influencer marketing campaign? 

The giant influencer market will only continue to expand – by 12.3% up till 2027 to be exact. The benefits of influencer marketing are there for your brand to enjoy if done well. With Meltwater’s Social Media Influencer Discovery platform, influencer marketing management has never been made easier.





Social Media Reactions: Greta Thunberg, UN Climate Action Summit 2019

Now that the formalities – and an extremely awkward atmosphere – are out of the way at the United Nations Climate Action Summit, environmental activists and climate change analysts are left frustrated with the paradox of inaction sitting in the cavernous hall. The biggest emitters – namely the US, China and India – have offered little to effect change.

Amid the fog of collective resignation at the assembly hall, there were a few rays of light flickering through the throngs of stuffy, suited bureaucrats discussing ways to settle their disputes. The positive outcomes – 70 countries pledged to boost their Nationally Determined Contributions (NDCs) in 2020, almost eight billion dollars in fresh funding from both the Green Climate Fund and Bill Gates and a band of countries and companies have committed to ending coal reliance.

However, a little voice of hope, despair and fury torched the conscience of the reluctant leaders at the summit like the inferno engulfing the Amazon rainforest now. Her braided pigtails slung over her fiery red blouse with eyes fixated at the cumbersome world leaders. The unassuming Swedish 16-year-old Greta Thunberg took them to task with a speech that unabashedly pointed the finger of blame to the bureaucrats in the room. Thunberg, who has addressed the British Parliament and staged protests against her nation’s administrators, admonished the weak steps countries have implemented like only providing financial aid.


Media analytics on Greta Thunberg

The salience of Thunberg’s voice thundered in the media space. Between 20 to 26 September, there were more than 7.5 million social mentions of the young student-activist since her impassioned speech while news outlets around the world mentioned her 93,800 times. However there was a polarity between supporters and detractors on the merits of Greta during the summit. Supporters called the firebrand girl “inspiring” and praised her for being a role model to people who have Asperger’s Syndrome, a developmental disorder suffered by millions. Contrarily, there were some who believed she was a child being exploited by climate change activists and her efforts were unhelpful to the cause by shaming those who had the wherewithal to enact change.

A key point of discussion amongst the myriad of topics was Thunberg’s arch climate change nemesis, US President Donald Trump. Netizens and commentators on social media highlighted the divisive tweet that the “leader of the free world” made in response to Thunberg’s speech. In his tweet, Mr Trump professed that Thunberg “seems like a very happy young girl looking forward to a bright and wonderful future. So nice to see!”. This, in Mr Trump’s nutshell, dismissed any reciprocity from the US.

Meltwater also discovered that 21.5% of the total social mentions of Thunberg originated from the US. This is unsurprising as the summit was held in New York and also included the highly publicised spat with the Commander-in-Chief. However, a quick glance at the top five countries highlighted an anomaly – the two other biggest emitters, China and India, were far from that number, with China not even on the list. In fact, there was not single Asian country, aside from India, in the top ten. Does this mean that social conversations on climate change were not prominent enough in Asian countries? Probably, and hopefully this insight can help spur key leaders to raise awareness in their regions.


Social media analytics on Global Climate Strike

Another event that preceded the UN Climate Action Summit is the ongoing Global Climate Strike (GCS). Climate change activists have been in full force globally with more than 3.58 million social mentions of the event since its launch on 20 September. Strikes were reported across numerous major cities including Melbourne, Singapore and even Thunberg’s home, Stockholm. The majority of the mentions were aimed to generate awareness of climate change and calling people – from students to postal workers – to go on strike on Fridays to pressure decision makers. While on the other side of the spectrum, topics ranged from conspiracy theories of the climate action movement and debunking facts put forth by the activists. 

We don’t know if Thunberg’s furious plea had the impact that was intended with participants at the Summit. What we do know is that her words struck a chord with the international public like we haven’t seen before. Inspiring us to pay attention and put pressure on our leaders. Only time will tell if this enthusiasm and fervour is here to stay.





Rejuvenate your Retail Strategy with Social Listening

While social media may be commonly known as an essential aspect of communication and marketing strategies, many underestimate its potential when it comes to increasing product demand and sales. This is especially so in the cosmetics industry, where social media has changed the way consumers are interacting with brands. By understanding the what’s and why’s of consumer purchases, companies can make better business decisions – such as which products to introduce, promote or stock up on.  

With social listening, brands can unlock millions of online conversations to learn more about their consumers’ needs and demands. Think of it as one big focus group!  With various social platforms such as Twitter, Instagram, Facebook and YouTube, consumers are able to voice their opinions online almost instantaneously. Meltwater Social can enable your company to view conversations and insights across multiple social channels all on one platform, keeping you on top of your brand mentions, competitors and ever-changing industry trends.

So let’s put our game faces on to see how we can use social listening to boost product innovation and sales in the cosmetics industry: 


Sales numbers are only skin deep

You’re only scratching the surface when you focus on revenue numbers. Companies tend to focus only on internal data, and as a result, they miss out on the wealth of external data that can help them better guide their business decisions. One way to mine this external data and find out why some products are performing better than others is social listening.

Social listening lets you observe and understand customers’ perceptions towards your store’s different offerings, including why they decided to purchase one item over the other. You will be able to gather insights on which product lines to keep and promote more aggressively, as well as which ones require more attention.

Cosmetic retail chains such as Sephora carry a variety of brands and products in their stores, from skincare and makeup to hair care products. As an aggregator of beauty products, it can be time-consuming and complicated to monitor news and social mentions of each individual brand. 

With Meltwater’s social listening tool, brands like Sephora could benefit from creating separate searches for each brand or product to monitor their social media mentions and assess their performances. All search results can then be presented in one dashboard, letting you view your findings and insights at a glance. 

For example, if Sephora wants to analyse their latest partnerships with skincare brands in Southeast Asia, one way that they can measure the performance of each brand is to calculate the share-of-voice using Meltwater Social.

By benchmarking brands against each other, we are able to observe which brands of skincare were receiving more social coverage than the others. To get a more in-depth understanding of the nature of these conversations, you can also carry out sentiment analysis which assigns a positivity score to each mention. Here are the overall positivity scores for the earlier brands mentioned:

Positivity Scores for Skincare brands at Sephora (July 2019)

You can also view the sentiment breakdown by each social media platform for each individual brand, as shown below:

Hence, other than just looking at the number of products being sold, it helps to compare products against each other and understand why some products are more in demand than others. 


Find out what’s on everyone’s lips 

Imagine the world of social media as one giant wishlist. Everyone is sharing what they are looking for, what they want and what they need. Looking at your customers’ needs and demands can assist your company’s product innovation team in generating new product ideas. It can also help your buyers’ team decide what new products or brands to introduce to your stores.  

There are a few ways to pull out insights on your customers’ deepest desires using a Social Listening tool. One way is to curate special search queries which make use of unique phrases such as “I need” or “I wish” together with your own brand keywords. 

Here are just some examples of demands and wishes we were able to get for Sephora through Meltwater Social: