Talkwalker Market Pulse - Perfect pairings - Nike collab, Heinz 57, and Australian Open sponsorship
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Industry Insights - And I said, “what about, sneakers at Tiffany’s”
A legendary pair. You wouldn’t normally expect Nike and Tiffany & Co. to turn up in the same conversations. This is probably why their latest collaboration has got the internet buzzing. The pair announced on Tuesday they’d be releasing Nike Air Force 1 Low sneakers, with a Nike swoosh in distinct Tiffany & Co. blue, alongside several branded accessories. So far, the pairing has driven 16K mentions.
A clever launch. Note there wasn’t a sudden spike of mentions, but a more controlled growth of the story. This was because the brands launched the campaign in several steps. On Sunday, they started with a teaser in the New York Times. This was followed by the official announcement, then LeBron James donned a pair later that evening, to a game at Madison Square Garden, garnering further excitement.
The sentiment for the campaign was middling. Considering there were 2 distinct audiences to please, not everyone was happy. Many thought the design wasn’t distinct enough, while others appreciated the minimalist look. Sadly, you can’t please everyone all the time.
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Movers & Shakers - Is it the Livvi Super Bowl?
Beans meanz Heinz. With the LVII Super Bowl coming up, Heinz has noticed a problem. Consumers aren’t certain what the antiquated use of ‘LVII’ actually means. It’s 57 in Roman numerals, which is also a critical number for Heinz which relates to their original 57 varieties. The campaign is still in its early days but has already gained the brand 2.1K associated mentions.
Brand association. This is a huge newsjacking opportunity for the brand, especially if they can fix that 57 association with their products. Looking at the brands most associated with Super Bowl, Heinz is not in the list yet, but there’s still time to make an impact.
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Game, set, and match
10 for 10. The Australian Open concluded on Sunday, with Novak Djokovic returning following last year’s controversies, finalizing with his record-extending 10th Australian Open title. He was the most mentioned player related to the tournament. It was also a win for the tournament sponsors, with major partner, Kia, and associate partners, Rolex, Luzhou Laojiao, and Emirates gaining 4.6K mentions from the tournament overall.
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