Talkwalker Market Pulse - Mind the (generation) gap!
Your weekly consumer intelligence briefing - January 17, 2024
The 'Generation Gap' is a division that separates age groups worldwide. The contrasting attitudes towards technology, politics, language, and social media within different demographics vividly illustrate this gap, often leading to misunderstandings between generations. Understanding and addressing this gap is crucial for understanding and engaging audiences from different generations.
In the past 3 months, the phrase has been mentioned 26.6k times in English social media conversations. This indicates its significant presence and influence in online discussions.
Being a popular subject of discussion, and occasionally sparking intergenerational debates, Australian Lamb recognized the chance to captivate a broad audience. They tackled the topic in their latest ad.
The ad generated a spike in discussions about the 'generation gap,' accumulating an impressive 1.6k mentions, with the video receiving 746k views on YouTube. It also elevated the Australian Lamb brand, with 742 mentions, 24.7% of all brand mentions within the past three months.
The challenge comes in measuring the total impact of the ad.
As many consumers focus on the story or creativity of ‘the generation gap’, the brand doesn’t take precedence in those conversations. Hence the larger spike for the phrase compared to that of Australian Lamb.
To counteract this, and to encourage more brand engagement, Australian Lamb included several hashtags with the campaign:
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However, they got little traction since the launch of the ad.
Another way to track the campaign's success is to use image similarity. By looking for screenshots from the video in social posts, brands can identify mentions they may have missed.
In the above example, we found 8 posts that used the same ad screenshot. This helped uncover the last mention that doesn’t mention either the generation gap or Australian Lamb.
Australian Lamb strategically tapped into a trending conversation and is now reaping the rewards. The expectation is for this virality to further escalate in the upcoming weeks, generating an even greater impact.
It’s now even easier to gather insights like these with Talkwalker’s Next Generation Social Listening. Want to forward this newsletter to a friend or colleague? Anyone can sign up for this weekly newsletter, including on LinkedIn.