Simon Bibby, head of research, and Michael Litman, CEO of Burst Insights use video analytics to gauge the success of Juventus FC’s recent rebrand on social media
• Club sponsors Jeep and adidas achieved €89,257 worth of exposure
• Shortest videos performed best
• Juventus neglected to use its Instagram following to broaden reach of rebrand
Evidence of just how important a football club’s heritage or history is to its followers can be found in some of the cynicism and anger that is generated when attempts are made to break with history and evolve ‘brands’.
Now that social video has become such a central plank in the digital marketing campaigns of the leading football sides, much of this anger is now vented on social media platforms as rival fans and even a club’s own supporters rush to voice their opinions when a change of identity occurs.
Italian Serie A club Juventus’ decision to change the club’s logo and the #2beJUVENTUS content posted on the club’s official social media profiles in the middle of January delivered on the club’s main campaign objective of repositioning Juventus as a modern lifestyle brand through a minimalist creative approach and some sophisticated content was spun out of a black-tie launch party.
VIDEO: Black and White and More: A night to remember
However, fan participation in the launch campaign was minimal. Our extensive research of the most popular English Premier League social video content from last season shows fans respond most positively to appearances by current playing squads and footage of fans themselves. This would be our key recommendation for Juventus’ 2017-18 kit unveiling, which will carry the new badge. Such an approach would help to generate a more inclusive feeling amongst fans of Italy’s ‘Old Lady’ as the club enters a new era.
Brand sponsorship exposure
Sponsorship exposure in social video has huge commercial potential. We recently launched a report that put a value on the best performing Premier League social video content posted by clubs. We think there was £88m of brand value in the videos clubs posted to social media platforms last year – and that was only analysing kit suppliers in England’s top flight.
The Juventus logo campaign is a good example of how additional value can be generated for sponsors through product placement and archive footage.
We analysed the 10 unique video assets (which resulted in 55 posts at the time of analysis) Juventus shared during this campaign, using our Burst Insights Discovery Platform and sponsorship brand value methodology. Our analytics approach looks at both the commercial and creative factors behind video performance. Although the club’s main sponsors took a passive role in the new logo launch, we found both adidas and Jeep did feature in the campaign footage to a combined sponsorship brand value of £75,944 (€89,250/$95,500).
While the appearances of both brands were fleeting across the campaign, the exposure and interest in the launch generated significant engagement and visibility, thanks to match-day kit footage, branded apparel worn by featured individuals and experiential marketing installations featuring products by both brands at the launch party event.
With Juventus declaring this to be a bold new direction for the club, adidas and Jeep should be excited about the attention Juve’s next kit launch featuring this new identity will bring. We expect the brand value to far outstrip their somewhat passive involvement in this launch campaign content.
VIDEO: Black and White and More: The future, now!
Brand Sponsorship Value Insight
Simon Bibby, head of research, Burst Insights goes into more detail about the brand sponsorship value for Juventus’s sponsors:
● Using the social video value methodology from our Putting a Price On Social Video: Intelligence Report Series, the sponsorship brand value of the Juventus #2beJUVENTUS campaign was £75,944.
● Two sponsorship brands featured in the campaign social video footage. The adidas brand exposure value was £52,744 while the Jeep brand exposure value was £23,200.
● The campaign consisted of 10 unique videos leading to 55 social video posts on Juventus’ official profiles, across the four platforms we tracked: Facebook, Instagram, Twitter and YouTube. Snapchat data remains unavailable for third party analysis.
● Adidas branding featured in 33 posts (seven out of 10 videos), while Jeep branding and product placement featured in 24 posts (five out of 10 videos). The three videos that didn’t feature any sponsorship branding were all short digital graphics.
● The videos featuring sponsorship brand exposure included the main campaign ad (one video), an interview with iconic club legends (one video), launch party clips (four videos) and the match-day unveiling of the new club logo (one video). The two videos not featuring Jeep included the main campaign advert.
● Adidas brand exposure came in the form of match footage of players in kits, actors and dancers wearing adidas activewear and an art installation at the launch party featuring adidas boots. Five of the videos featured weak brand exposure (infrequent appearances and not the main shot focus) and two of the videos featured moderate brand exposure (somewhat frequent appearances that took up a larger proportion of the screen).
● Jeep brand exposure came in form of match footage of players in kits, advertising hoardings around the pitch appearing in game footage and a Jeep vehicle emblazoned with campaign messages and the new logo. Two of the videos featured moderate brand exposure and three of the videos featured weak brand exposure.
Facebook Sentiment Analysis (as of 26.01.17)
● Eight of the 10 campaign videos have been posted on Juventus’ official Facebook page.
● These have created a total of 211,724 social reactions. 76.95 per cent were standard ‘likes’. The next most popular reaction was ‘angry’ receiving 27,845 or 13.15 per cent of reactions, followed by ‘love’ with 9,822 (4.64 per cent) votes of affectionate support.
● The two videos where ‘love’ was the dominant reaction both contained a celebrity influencer, DJ Giovanni Giorgio Moroder, DJing at the launch party and also at the match day unveiling of the new club logo. ‘Angry’ was the dominant reaction in six videos, including all of the high production value videos. ‘Haha’ appeared as the second most popular emoji once, for the digital graphic that detailed the evolution of the club crest, which has changed 10 times since the club was founded in 1987.
Michael Litman, CEO, Burst Insights, describes how the campaign won new audiences for Juventus FC:
● Juventus FC has a total of six verified accounts on Twitter that were used to distribute relevant rebrand video content. This includes their global account, Spanish, Arabic, Indonesian, English and Japanese accounts.
● With a combined reach of 4,682,500 (followers) on Twitter alone this was sure to reach far more through the expansive coverage of the launch and rebrand online.
● It garnered articles far and wide outside of sports and particularly in the design world with influential titles like Dezeen, Under Consideration, Design Week and Creative Review featuring the news.
● Also, the likes of the Drum, the Mirror, the Telegraph and even creative titles like It’s Nice That covered the development, opening up the Juventus brand to entirely new audiences.
How the story played out on Twitter versus Instagram:
● 100 per cent of the 40 short videos posted were on to the six Juventus country Twitter accounts (4.6 million total followers). Zero video content around the rebrand was posted to Instagram. One related photo was only posted to the Instagram account on January 22, six days after the first video was posted to Twitter.
● This illustrates the huge channel strategy gulf that still exists between Twitter and Instagram for moving media content.
● It was also a big surprise considering Juventus has an active audience of 5.7 million followers on its verified Instagram account, more than every country Twitter account combined.
● This could be seen as a missed opportunity to sweat the club’s assets further and reach a total of 10,382,500 platform followers across the two platforms.
● Because of this move, Juventus reached just 45 per cent of its total potential reach.
Which were the best performing videos?
● The best performing videos were short, ranging from 21 seconds, 63 seconds through to 94 seconds and topping out at 121 seconds.
● Juventus succeeded in creating different version edits to test what worked best with its audience.
● The number one most shared video was just 25 seconds long while the longest was 121 seconds and came in fifth as the best performing. Clearly in this case, the audience engaged more deeply with the shorter content.
VIDEO: Black and White and More: Juventus from 1897 to 2017
Top country accounts for Juventus FC by reach (Twitter followers):
1) Global – 3,800,000
2) English – 519,900
3) Spanish – 179,800
4) Indonesia – 127,200
5) Japanese – 32,100
6) Arabic – 23,500
Total = 4,682,500
Volume of posts and sponsor mentions:
● A total of 40 videos about the rebrand have been posted since January 16 (correct up to January 26). This was a big deal to the club creating a variety of different video lengths and messaging to promote to different audience segments.
● This 63-second video was posted a total of eight times across five country accounts and briefly features Juventus sponsors Jeep and adidas: https://twitter.com/juventusfcen/status/822473791943024640. It was a truly global launch with a total of six country accounts posting video content.
● This 21-second ‘Black and White and More’ video was posted four times on January 16 and twice on January 17: https://twitter.com/juventusfcen/status/821317988418629633
Geographically it was posted three times by Juventus UK, twice by Juventus Indonesia and once by Juventus AR, the club’s Arabic account.
● The 94-second launch video https://twitter.com/juventusfc/status/821099095481683968 was posted three times in total. One time by Juventus UK, one time by Juventus Japan and one time by Juventus AR.
● Likes were the most popular sharing mechanic with a total of 8,494 retweets versus 10,716 likes? across the shared videos.
Top five best performing overall Juventus brand launch videos on Twitter
1) https://twitter.com/juventusfc/status/821122363592843264 posted January 16 at 10.30pm GMT.
25-second video featuring #2bejuventus but no brands.
3,061 retweets and 3,600 likes. (3,842,910 followers of global account).
2) https://twitter.com/juventusfc/status/821099095481683968 posted January 16 at 8.57pm GMT.
1 minute 34-second video featuring #2bejuventus and Adidas for 1 second.
1,884 retweets and 2,760 likes.
3) https://twitter.com/juventusfcen/status/821122367585824768 posted January 16 at 10.30pm GMT (same time as global page announcement in first place).
25-second video featuring #2bejuventus, no brands but black and white icons in the post text.
1,767 retweets and 1,663 likes (519,573 followers of EN account).
4) https://twitter.com/juventusfcen/status/821100084188348416 posted January 16 at 9.01pm GMT.
1 minute 34-second video featuring #2bejuventus and adidas for 1 second.
1,077 retweets and 1,317 likes.
5) https://twitter.com/juventusfc/status/821111046135889920 posted January 16 at 9.45pm GMT.
2 minute 1-second video featuring players, adidas for 10 seconds and Jeep for 12 seconds.
705 retweets and 1,376 likes.
For more information about Burst Insights’ ‘Putting A Price on Social Video: Intelligence Report Series’, visit: https://burstinsights.com/products/putting-a-price-on-social-video-report