TACKLING THE PROBLEM
To understand the existing situation and know what steps needed to be taken to improve, the team did three things:
State of the Nation audit. Using their social intelligence platform , Buzz Radar analysed ViiV’s audience, social media performance (e.g. share of voice, engagement), their competitors, and the wider HIV conversation online to provide view with a 360 view.
Audience analysis. With their Audience AI technology, Buzz Radar were able to build psychometric profiles of ViiV’s target audience, to better understand what drives them.
Set KPIs. By using the ViiV’s own social data, and competitor performance as a benchmark, Buzz Radar could calculate optimal KPIs to track the performance and growth changes that were introduced.