Should Motrin have Pulled its Babywearing Ad? #Motrinmoms By the Numbers

  2 m, 45 s

At the risk of kicking the horse just one more time, we’ve decided to take a closer look at the #Motrinmom’s controversy.Was the outcry really so overwhelmingly negative that the company had no choice but to cave to #Motrinmom’s Twitter tsunami and pull the ad? We wanted to find out. Lexalytics measured the sentiment (positive, negative and neutral) of a sample set of #Motrinmoms tweets from the weekend. We were surprised to find the numbers don’t necessarily support the notion of a “landslide” victory for #Motrinmoms. If Motrin had been able to see that, they might not have so quickly scuttled the campaign. To find out what really happened, we used the Lexalytics Acquisition Engine to retrieve tweets including #Motrinmoms through the open Twitter API. The API only allows for 1500 tweets so our analysis was limited by that number. We then ran those numbers through our Salience product to extract entities which included quotes about #Motrinmoms, twitter names, places, companies, etc. From there we could see who had more than 1% of the tweets, which we plotted as being positive or negative. This was a feel for influencers. From that information we determined if tweets were more negative or neutral/positive in regard to #MotrinMoms and saw that if you pulled out all of the neutral tweets (those with a sentiment of zero) we ended up with 58% negative tweets and 42% positive tweets. But whereas most campaigns are measured as neutral/positive vs. negative, that overwhelmingly shows that this session would have been 65% positive/neutral vs 35% negative:

    • Thumbnail of sentiment per tweets
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    • Thumbnail of sentiment distribution
    • Click for full-size image

Twitter Results While this information can’t be applied to the whole #Motrinmoms tweeting universe, it does show how Twitterers who cared to use the hash tags in their tweets were trending on the company. The results beg an important question: was this was so overwhelmingly negative for J&J and Motrin?? We don’t know how much the ad campaign cost, but being national in scope we’ll assume there was some decent budget behind it. If Motrin’s brand managers were not just listening to the market, but accurately measuring it too they might not have been so quick to panic and pull the ad. But that decision would have to be weighed against a number of internal factors and it’s not our call. Maybe they’d pull the ad just as quickly (or faster); or, maybe they’d see the dust up as a great opportunity for more visibility (there certainly has been a lot of press about this), left it up but decided to reach out directly to the #Motrinmoms community. Of course brands need to be listening to their communities. But within those communities are individuals and not everyone within a community feels exactly the same. The ability to extract meaning from all the noise—especially in a crisis situation—and measure extremes of opinion might make a critical difference in important business decisions. Armed with information about what was inside the #Motrinmoms Twitter tsunami (not just knowing there was one) could have ended Motrin’s story differently and saved the company a huge headache (sorry). =================================== Ad Age offers a nice look at the Motrin-gate Social Media Case Study here.

Categories: Social Media