4 Steps to Drive Your Brand Extension with Social Media

WHY SOCIAL MEDIA MAY HOLD THE KEY
TO YOUR NEXT SUCCESSFUL
BRAND EXTENSION
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.

CASE STUDY: BRAND EXTENSIONS
PARENT
BRANDS:
BUSINESS
QUESTIONS:

METHOD:

Vick’s NyQuil; Dr. Pepper

How can we use social media analytics to evaluate how the
market receives our new brand extension?
Use the Crimson Hexagon ForSight™ platform to analyze
consumer sentiment toward both the parent brand and new
brand extension to gauge the success or failure of the brand’s
transition into a new product category.

BRAND MANAGEMENT
NYQUIL

STEP 1: ESTABLISH BASELINE
WHAT ARE THE CURRENT THEMES OF
DISCUSSION SURROUNDING MY BRAND?


NYQUIL: PARENT BRAND
NyQuil: Brand Baseline
(1/1/12 – 1/1/13)  1,827,661 Relevant Posts

A
B

C

FINDINGS:
A. 53% of NyQuil conversation
represents product engagement
•

16% cite using Nyquil to treat cold
symptoms

B. Notably, more consumers actually
discuss taking NyQuil as a
sleep aid (28%)
C. Criticism of the product stems from
ineffectiveness and the groggy
feeling, or “NyQuil Hangover” (20%)

(1/1/12 – 1/1/13)  1,827,661 Relevant Posts

A
B

C

FINDINGS:
A. 53% of NyQuil conversation
•

“Im gonna take some nyquil later

16% citeto get some sleep”
on using Nyquil to treat cold
symptoms
-@FullCourtPUMPS

B. Notably, more consumers actually
discuss taking NyQuil as a
sleep aid (28%)
“I still have a lingering NyQuil
C. Criticism of the from this morning. from
hangover product stems I
ineffectiveness and the a nap.”
think it’s time for groggy
-@alyssambell
feeling, or “NyQuil Hangover” (20%)

(1/1/12 – 1/1/13)  1,827,661 Relevant Posts

A
A

FINDINGS:
A. Consumer discussion of NyQuil
peaks during the cold and flu season
•

There is substantially lower
discussion volume reflecting
product use during summer months


STEP 2: ASSESS USE CASES
IS THERE AN OPPORTUNITY TO EXTEND
BRAND ASSOCIATIONS FROM MY
PARENT BRAND?

STEP 3: EVALUATE EXTENSION
HOW HAVE CONSUMERS RECEIVED MY
NEW PRODUCT IN MARKET?


ZZZQUIL: BRAND EXTENSION
ZzzQuil: Brand Extension
(6/1/12 – 5/9/13)  175,751 Relevant Posts

A
B

B

C

FINDINGS:
A. Largest driver of conversation (38%)
represents early adopters using
ZzzQuil for its intended purpose
B. 32% express purchase intent
•

Another 18% of satisfied customers
now recommend the product to
others online

C. Only 3% criticize the product’s taste
and effectiveness


(6/1/12 – 5/9/13)  175,751 Relevant Posts

A
B

B

C

FINDINGS:
A. Largest driver of conversation (38%)
represents early adopters using
“#Zzzquil one of the greatest
ZzzQuilcreations… #ever #wantthat”
for its intended purpose
-@iWiIII_B
•

Another 18% of satisfied customers
now recommend the product to
others onlinego to the store and
“@JpOlival2

C. Only 3% look for ZzzQuil, its NyQuil taste
criticize the product’s
without the cold medicine. It’ll be
and effectivenesssectiion though.”
in the same
-@StefaBro

(6/1/12 – 5/9/13)  175,751 Relevant Posts

A

B

FINDINGS:
A. Following the product’s release,
consumer interest surpassed 90% of
the conversation
B. In later months, commentary shifts
to the desired uses of ZzzQuil,
marking a successful transition into
the new category
C. Note: there is no expressed
confusion about intended usage and
the relationship to parent NyQuil

STEP 4: POST-LAUNCH AUDIT
HOW HAS THE BRAND EXTENSION
IMPACTED MY PARENT BRAND IMAGE?
ARE THERE ANY SIGNS OF DILUTION?

BRAND MANAGEMENT
DR. PEPPER

DR. PEPPER: PARENT BRAND
Dr. Pepper: Brand Baseline
(1/1/12 – 1/1/13)  1,510,200 Relevant Posts

A

FINDINGS:
A. 59% of Dr. Pepper conversation
•

B

C
D

27% of consumers display affinity
and praise the soda’s flavor

C. 3% comment on pairing Dr. Pepper
with various BBQ food and chips
D. Many who discuss Dr. Pepper reflect
on recent messaging, such as the
“I’m A Pepper” campaign (27%)

DR. PEPPER: PARENT BRAND
Dr. Pepper: Brand Baseline
(1/1/12 – 1/1/13)  1,510,200 Relevant Posts

A

FINDINGS:
A. 59% of Dr. Pepper conversation
“I don't even drink pop but I'm
•

B

C
D

craving dr pepper”

27% of consumers display affinity
-@desspatton
and praise the soda’s flavor

C. 3% comment on pairing Dr. Pepper
“No matter how healthy my diet…
with various BBQ food and chips
I’ll always have a soft spot for Dr.
D. Many who discuss Dr. Pepper reflect
Pepper and Middleswarth BBQ
chips”
on recent messaging, such as the
-@JohnTheElephant
“I’m A Pepper” campaign (27%)

DR. PEPPER BBQ: BRAND EXTENSION
Dr. Pepper BBQ / Marinade: Brand Extension
(6/1/12 – 5/9/13)  1,750 Relevant Posts

A

B
A

FINDINGS:
A. Dr. Pepper’s new BBQ sauce
received more polarizing
commentary from consumers
•

While 14% of consumers are
interested in trying the
product, another 16% criticize the
concept and taste

B. Interestingly, nearly 30% ask
questions about the product or
express skepticism

(6/1/12 – 5/9/13)  1,750 Relevant Posts

A

B
A

FINDINGS:
A. Dr. Pepper’s new BBQ sauce
“This weekend I found even more
received morethat God loves us aka
proof today polarizing
commentary from consumers
@drpepper infused bbq sauce.”
•

-@MisterOwes
While 14% of consumers are
interested in trying the
product, another 16% criticize the
concept and taste

B. Interestingly, nearly 30% ask
“Uh, they
have Dr. Pepper BBQ Sauce, or
questions about the productwhat
has this world
express skepticism come to?”
-@LeaveswillHarm

(6/1/12 – 5/9/13)  1,750 Relevant Posts

B
A

C

FINDINGS:
A. With this same approach, we can
also track how each category of
conversation changes over time
B. In early months, product mentions
and news-sharing dominate chatter
C. Later, consumer discussion evolves
into wanting vs. non-interest
•

Skepticism and purchase intent
both maintain >30% discussion
share, while product criticism spikes

BRAND EXTENSIONS: KEY TAKEAWAYS
•

Brand managers have the ability to analyze the context of online consumer opinion within
individual product categories
•

Perform historical analysis of social media to establish relevant benchmarks

•

Discover how exactly consumers interact with your products in their daily lives

•

Determine if new product introductions cause consumer confusion or dilute the image of your brand

•

Evaluate the effect of new ad campaigns and messaging on consumer product use and brand perception

•

Track the activity of your top competitors and establish your own social KPIs


BRAND EXTENSIONS: KEY TAKEAWAYS
•

NyQuil to ZzzQuil exemplifies both a very logical and successful brand extension
•
•

•

With the parent’s major appeal as a favored sleep aide, we see huge potential with the
extendibility of Vicks NyQuil brand into the new product category
Current discussions signal that intended brand associations are retained by consumers

Dr. Pepper’s new BBQ marinade drew more polarizing reactions by consumers
•

BBQ-related discussion of Dr. Pepper represents a much smaller proportion of product use cases

•

Through social media analysis, however, we find the product appears to strongly appeal to the
niche market of consumers who favor that food and beverage pairing


CRIMSON HEXAGON
Crimson Hexagon, founded in 2007, is the leading provider of analysis
software that delivers business intelligence from social media data for global
corporations. Powered by patented technology developed at Harvard
University’s Institute for Quantitative Social Science, the Crimson Hexagon
ForSight™ platform delivers the industry’s most comprehensive Big Data
analysis capabilities for a variety of large-scale data sources. Clients include
leading global organizations such as: Microsoft, Paramount Pictures,
Starbucks, Simon & Schuster, Twitter, and many more. For more information
go to: http://www.crimsonhexagon.com.


Learn More About Crimson Hexagon’s
ForSight ™ Platform

Click Here for An Introduction To


4 Steps to Drive Your Brand Extension with Social Media

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