Neticle: How to pop out with a viral post? – a Lidl Hungary case

It all started as an everyday post – but ended as a comment-cascade from a wide-range of brands. Lidl Hungary took a brave step, dropped a bomb and now it looks like it turns to be a milestone in the history of the Hungarian social media.

More than 43k likes, 17k comments and 8,5k shares – but who won this battle? Intelligent text analysis company Neticle reviewed which company generated the most interactions.

Summarizing the results 3 days after the post, it is obvious that the bigger brands (IKEA, Coca Cola, Samsung, H&M) got the most likes but it is important to note that the faster, more authentic and more relevant a reaction was, the more likes it received. That’s the reason why OMSZ (Hungarian Meteorological Service), Budapest Bike Maffia (NGO) or Kométa (meat processing company) finished in a prominent place, even though they have less followers.

Of course, we should take a look at the reach data of Lidl – still, they are the ones who organized the party. Between 27th and 30th of January – so in 72 hours after the post – the company reached potentially 1 910 458 mainly thanks to the articles and tons of comments.

 

Get to know how many users came across your campaign

The term ‘reach’ probably sounds familiar to you if you’ve managed social media pages. This is a media analytics metric that refers to the number of users who have come across a particular content on a platform. It usually refers to a social channel – like the one above – but Neticle Media Intelligence has data for press reach (available in Austria, Bulgaria, Hungary, Poland, Romania)  as well.

Improve ROI by applying the reach analysis

Text analysis combined with interaction data can reveal many new information about the impact of a brand and its online reputation by comparing reach data of competitors, digging deeper into more complex questions, measuring PR efficiency or spotting real influencers.

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