DevaCurl's Campaign: The Patented DevaCut

Source: Keyhole.co

Last Month: Non-Campaign Posts

Keywords: DevaCurl

Secondary Keyword: DevaCurl
Ignore posts with these words: DevaChan, DevaInspired, DevaCut

Timeline: October 27 - November 4

Top Non-Campaign Posts (last two weeks)

Last Month: Campaign-Related DevaCurl Posts

Keywords: DevaChan, DevaInspired, DevaCut

Secondary Keyword: DevaCurl

Timeline: October 5 - November 4

Last Month: Campaign-Related Posts by Consumers

Keywords: DevaChan, DevaInspired, DevaCut

Secondary Keyword: DevaCurl

Ignore posts from these accounts: DevaCurl

Timeline: October 11 - November 4

Top Campaign-Related Posts by Consumers (last two weeks)

(Top Campaign-Related Posts did not change when Ads included)

Conclusions & Recommendations

• The amount of attention is equal or larger than the overall brand buzz. 
• DevaCut: Not just a one-time experience - new content every time with each new cut/style.

• The top 25 campaign-related user posts with the most engagement were all from Instagram
• Individuals using Instagram get a much higher degree of exposure, influence & engagement than DevaCurl’s official Instagram account. 
• Devacurl needs not to just replicate what it’s customers are doing, but consolidate them & give them a chance to come together 
• They should aim to get 50-60% of new photos posted tagged to the official page.

• Including DevaCurl account posts: higher percentage of replies and retweets
• <7% for non-campaign related posts
• <3% for campaign-related posts. 
• DevaCurl should use some type of management software to reply to customers with questions. They should aim to increase their reply rate 70-80% 
• Campaign-related posts by consumers had no replies and <2% retweets. 
• Implies that this content is not supporting communication or spreading virally.
• Online consolidation could help the groundswell support itself.
• DevaCurl could also energize the groundswell by picking representatives and motivating them to help answer questions with special offers or just affiliation with the company.

First Facebook Post about "DevaCut"

• Facebook page: term “DevaCut” 22 times in total.
• Four testimonials – out of which only 1 had a picture.
• Two links informative articles
• Rest were advertising the workshops

• Posts should link to consumers for more interest & authenticity.
• DevaCurl should consolidate this user content on its website/social media pages and archive/repost. 
• Unlike intermittent links to blogs on Facebook that can become buried, these pages should become resources.