Lancôme & Julia Roberts

Transcription

1 Lancôme & Julia Roberts What consumers thought and said on the real-time web 1

2 On december, 4th 2009, Lancôme announced the deal Lancôme Signs Julia Roberts From unofficial source Lancome is thrilled to announce that Julia Roberts is our new global ambassadress. Welcome, Julia! Retweeted 40 times (17+23) (6000+ followers) 39 more messages 00:00 06:00 12:00 18:00 24:00 time of the day 6:35 14:19 (GMT+1 - Paris, France) 2

3 Most messages about the deal are neutral and relay the press releases 100% 92% 100% 83% Hot news : Lancome signs Julia Roberts. 4-julia-roberts-egerie-pour-lancome.aspx 50% [LIBERATION]: Julia Roberts, nouvelle ambassadrice de la maison Lancôme: Le président de Lancôme International e... Updating my blog post: Julia Roberts: Lancome's New Global Ambassadress 60% 50% 7% 15% 0% Positive Neutral 1% 2% Negative Mood of messages about the deal Lancôme's new "Global Ambassadress" is Julia Roberts. Blogs & News Reposts 20% Retweets 16% Reactions & Conversations 4% Spam Types of messages about the deal 0% About the deal All Lancôme 3

4 Subjective messages about the deal are more negative 100% About the deal 77% Other messages 87% 50% 23% 13% 0% Positive Negative Positive Negative 4

5 Positive reactions to the deal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

6 Negative reactions to the deal Consumers question the association Julia Roberts is the face of Lancome...hmmm not very Lancome I think... What do you lot think? 52 say Julia Roberts should not do that Cinder-f*ckin-rella. Lancome signs the original Pretty Woman, Julia Roberts, as their latest brand ambassador. 516 Julia Roberts for Lancome in 2010? That old gray mayor just ain't what she used to be. 55 Old toothy? That won't make me want to buy their lippies... Julia Roberts is new face of Lancome perceive Julia Roberts as too old *ugh* Just what I'd want all up in mah grill if I were a lady shopping for Lancome: a horse-faced, over-hyped, underwhelming hag. 590 Julia Roberts is the new face of Lancome. PhotoShoppers start your engines 274 Julia Roberts égérie Lancôme // A bon je croyais que c'etait pour [Damart] 41 do not like ambassadress God bless Lancome... Julie Roberts is apparently their new "ambassadress." (And apparently we're still in the 19th C... or Lancome is. 235 I swear I won't buy a single Lancôme product as long as Julia Roberts is an "ambassadress" for the firm. 16 Number of consumers who received the message 6

7 15 hours of buzz Julia Roberts, nouvelle égérie de Lancôme, c'est officiel :-)...A suivre... Fashion news: David Lynch directs Dior, Lagerfeld uses yellowface and Julia Roberts for Lancôme Messages per hour News --> Julia Roberts is the new Face of Lancome! Shopping? Free Gift with Lancome orders over $50 at Macy's! Messages about Lancôme Reactions, conversations about the Julia Roberts deal Automatic reposts of blogs posts or news sites articles Spams mentionning the Julia Roberts deal dec 4 dec 5 dec 6 dec 7 dec 8 dec Date 7

8 What consumers say about the former spokesmodel today Love Lancome Tresor, Kate Winslett or not 1516 Positive messages Love that Kate Winslet Tresor by Lancome ad. Any ad with Paris in it -- SOLD! 1342 Just saw a Lancome Tresor commercial w Kate Winslet runnig thru Paris & I just can't wait to see the rest of the world, starting w Russia 40 Neutral messages I just saw someone.. Winslet? in a Lancome Tresor ad Negative messages Kate Winslet is doing perfume commercials for Lancome now? Is that REALLY the next step after 6 oscar nominations? Love the Lancome Tresor commercial with Kate Winslet- too bad that perfume smells like shit Number of consumers who received the message After 2+ years, very few consumers mention Kate Winslet when talking about Lancôme (0.5% of messages) 8

9 About Semiocast Everyday, consumers write over 80 million short messages on the real-time web. Semiocast uses groundbreaking artificial intelligence technologies to analyze consumers' spontaneous expression about your brands and products on the real-time web. Contacts : Paul Guyot: paul@semiocast.com Flavie Nguyen: flavie@semiocast.com