Last week in the Brands App
Hello and welcome to the fourth installment of our weekly Whit.li blog. This is our opportunity to share with you some of the interesting things we’ve found about the brands you’ve profiled. This week’s post is by Kyle Leach, who is taking a look at @Pepsi vs. @Coca-Cola in a Brand Matchup, how we use interests for the brands that have been profiled in our App, and how to compare different aspects of the same brand.
Brand Matchup – @Coca-Cola vs. @Pepsi
This week we’re looking at the age old brand matchup Coca-Cola vs. Pepsi. Take a look at the totals below and make up your mind who wins in this online taste test.
Brand Personality
First let’s take a look at how both stack up based on Brand Personality. Of course, most brands would want to see how the brands stack up using their own internal segmentation models but let’s go ahead and look at our standard segmentation:
| Coca-Cola | Pepsi | |
| Wholesome | 4.8% | 7.2% |
| Daring | 20.7% | 33.0% |
| Reliable | 15.1% | 4.3% |
| Sophisticated | 11.0% | 13.1% |
| Rugged | 19.7% | 16.8 |
Pepsi has the clear advantage for Wholesome, Daring, and Sophisticated while Coca-Cola has the advantage for Reliable and Rugged.
Perhaps you want to pick your winner based on followers on Twitter?
Pepsi : 1,230,158
Coca-Cola : 796,392
Do you choose because of the total engaged users?
Coca-Cola : 3.8k or 0.48% of followers engaged over a week
Pepsi had : 1.4k or 0.11% of followers engaged over a week
Is your decision swayed by when their users are most active?
Coca-Cola : Friday 2p-8p GMT
Pepsi : Friday 8p-2a GMT
Well, there you have it. If you want to know more about these brands or your own, take a look at the Brands App for more details.
Under the Microscope
I know you’re interested.
What happens when a brand is added to our Brands App? We start by looking at the content generated by users who are engaged with the brand. Using our algorithms we are able to make determinations about each user’s personality. We also look at what other brands each user follows to come up with interests.
Then we take the total population of interests and pull back the 6 that appear most often. We do this for each of the Interest Categories: Brands, Media, Music, Public Figures, Sports, and TV/Movies. Which one appears in the top 6 for most brands? To date it’s @BarackObama who shows up in over 250 different brand’s top 6 interests. There is a 736 way tie for the least common interest where the interest appears for only one brand.
In fact, over 90% of the interests we’ve analyzed are common to less than 10 brands. There is potential in these unique interests. They are the things important to the people who are engaged with your brand. Are you interested enough in your users to find out what is important to them? See what your Brand’s top interests are using our Brands App.
Now You Know
Last week we showed how you could compare two different brands. However, you can also compare different aspects of the same brand. Just bring up the compare screen and change the brand you don’t want to see. From there you can choose different segments for the same brand to compare. Here is how it looks if you compare the Sophisticated and Rugged segments for Coca-Cola.