Trophy Digital

Report
February 1st - March 14, 2021

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 The following are highlights of digital efforts across all
Trophy social media channels from Feb 1st - March
14th. We also reviewed our posts to show how they
performed in terms of engagement and reach.

● Brand Growth: At the time of this report, we

had gained 41 followers on Facebook and 53
SUMMARY on Twitter. Reach was over 9M, impressions
were 11.3M+, and engagement was 156K+.

● Brand Sentiment Analysis: The brand’s

perception, which is measured by positive,
neutral, or negative mentions have increased
gradually. At this time, the brand’s positive
sentiment is at 94.9% with 5.1% negative
sentiments.

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 Key Metrics

95,780 2,076,623 - +53

Engagement Impressions Reach Follower Gain

56,806 9,168,967 8,955,172 +41

Engagement Impressions Reach Follower Gain

3,627 60,574 61,675 -44

Engagement Impressions Reach Follower Gain

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Twitter Insights

+61 1,384 17,480 287 5.75%

New Followers Retweets Likes Replies Avg. Engagement
Rate
 Platform Snapshot

Number Mentions Total Impressions Total Follower Total Number Of Followers

of Engagement Gain
Posts

25 424 2,076,623 95,780 53 2,684

Top Performing Post: By Engagement
(Promoted)

POST

Media Type Video

Hashtag Present Yes

Time 12:27 PM

Weekday Sunday

Topic #FidingExtraSpecial Campaign Video

Engagement Likes: 5.3k

Retweets: 380
Replies : 108
Top Performing Post: By Engagement
(Organic)

POST

Media Type Photo

Hashtag Present Yes

Time 4:06 PM

Weekday Thursday

Topic Extra Special special list

Engagement Likes: 58
Retweets: 33
Replies : 11
Least Performing Post: By Engagement

POST

Media Type Video

Hashtag Present Yes

Time 12:00 PM

Weekday Saturday

Topic Football with the guys

Engagement Likes: 2
Retweets: 0
Replies : 0
Facebook Insights

41 8,955,172 9,168,967 56,806

New Followers Reach Impressions Engagement
 Platform Snapshot

Number Total Total Total Follower Total Number Of Followers

of Impressions Reach Engagement Gain
Posts

28 9,158,670 8,947,157 56,566 41 2,173

Top Performing Post: By Engagement
(Promoted)

POST

Media Type Photo

Hashtag Present Yes

Time 12 : 23 PM

Weekday Sunday

Topic Product Offering

Engagement Likes: 2,116

Comments: 65
Shares: 40
Top Performing Post: By Engagement
(Organic)

POST

Media Type Photo

Hashtag Present Yes

Time 12 : 00 PM

Weekday Saturday

Topic Product offering

Engagement Likes: 26
Comments: 0
Shares: 2
Least Performing Post: By Engagement

POST

Media Type Video

Hashtag Present Yes

Time 1:00 PM

Weekday Sunday

Topic Extra Special Moments

Engagement Likes: 2
Comments: 0
Shares: 1
Trophy’s Audience Demographics

Few of our Facebook audience resides in different parts of the world. However, majority of our audience reside
in Lagos State, Nigeria.
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Trophy’s Audience Demographics

This chart shows that Trophy’s Facebook audience is majorly made up of Men . The various age groups like our
content. However, the majority of the audience is between the age 25-34.
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Instagram Insights

3,220 435
Likes Comments

18,310 15.18%
Impressions Avg.Engagement Rate
 Platform Snapshot

Number Total Reach Total Impressions Total Total Number Of

Of Engagement Followers
Posts

26 61,675 60,574 3627 24,079

The table above shows the metrics we garnered this period.

Top Performing Post: By Engagement
(Organic)

POST

Media Type Photo

Hashtag Present Yes

Time 12:00 PM

Weekday Saturday

Topic Product Offering

Engagement Likes: 273

Comments: 11
Least Performing Post: By Engagement

POST

Media Type Photo

Hashtag Present Yes

Time 05:00 PM

Weekday Friday

Topic Product Offering

Engagement Likes: 38
Comments: 3
Trophy’s Instagram Audience Demographics

This chart shows that Trophy’s Instagram audience is majorly made up of Men. Our audience is majorly within the
age of 18- 44 but we observed that our content was liked by mostly people within the 25-34 age range.
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Dashboard Mentions (February 1st - 14th March 2021)

2,958 38,499,567
Results Estimated Reach

30(5.1%) 553(94.9%)
Negative Positive
Mentions Mentions

In this period:
We had 2,958 mentions with an estimated reach of 38,499,597.
The Brand had 94.9% positive mentions, and 5.1% negative mentions.
Most of the negative sentiment didn’t say anything negative about the brand. A Twitter user complained about
the quantity his friend had consumed.
Source: Brand24
Look of some GIFs Deployed in the Period under Review

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Look of some GIFs Developed but not Deployed in the Period under
Review

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STRATEGY

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 We presented 12 strategic ideas to the brand to drive
visibility, awareness, and conversion among its target
audience.

These ideas were around brand owning passion points of

football and music with a focus on live music.

These ideas covered January to March, 2021. The brand

picked one of these ideas; the #FindingExtraSpecial Idea,
which we further worked on to ride the wavecrest of the
valentine season to bring excitement and the richness of the
brand to its audience.

See report on #FindingExtraSpecial campaign in succeeding

slides.

Ideas were also shared to help brand optimise content on

social media and PR platforms, including proposing
Ideas around influencers the brand could deploy for maximum exposure.

Passion 6 video directions were also shared for brand’s approval to

drive higher engagement online.
Points
CAMPAIGN

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 Trophy Extra Special Stout’s #FindingExtraSpecial campaign which ran from the
10th of February to the 21st of February, 2021, was developed to leverage the
valentine season to drive brand’s visibility, awareness, engagement and equity
among its target audience.

Here are the highlights of the campaign’s performance:

- The campaign enjoyed the most visibility on Facebook, the highest

engagements on Twitter and the highest followers on Instagram across all
three (3) platforms.
- We had over 7,000 mentions with an earned reach of 130M+ from the
campaign (slide 30).
- The campaign garnered 65 entries across the brand’s social media
Campaign platforms and achieved 85.8% positive brand sentiment.
Summary
 Key Campaign Metrics

94,945 2,062,775 - 95
Engagements Impressions Reach Follower Gain

56,230 9,144,484 8,935,796 28

Engagements Impressions Reach Follower Gain

1,314 20,560 18,283 249

Engagements Impressions Reach Follower Gain

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 Campaign Keyword Analysis

- The official hashtag for the valentine campaign was #FindingExtraSpecial.

- Our content resonated with our audience and this is reflected with the key words shown in the word cloud.
- Odunadekolade engaged his followers with giveaways using the hashtag.
- Some fans and followers used the hashtag alongside other trending hashtags (#MrMacaroni and
#BuhariMustGo) to promote their tweets
 #FindingExtraSpecial Mentions

On the 10th of February @unclepamilerin posted a screenshot of @annieidibia and @official2baba’s bants
in @captdemuren’s comment sections and the post sparked conversations on Twitter.

@Odunadekolade and @Celebritybarman engaged the followers in a giveaway, with their followers stating
that they needed money to aid them in #FindingExtraSpecial.

We had another spike in mentions on the 14th of February due to the break of the TVC. 33
Dashboard Mentions for The Keyword (#FindingExtraSpecial)

In this period:

● Our official hashtag “#FindingExtraSpecial” garnered 7.1K+ mentions with an estimated reach of
130M+
● The campaign’s mentions were mainly positive, with a positive sentiment score of 85.8% and a
negative sentiment score of 14.2%.
● Most of the negative sentiments didn’t imply anything inappropriate about the brand. They contained
words the tool tagged negative like “oppress”. Some Twitter users also used the hashtag to promote
their tweets.
Summary and Recommendations for #FindingExtraSpecial
Campaign
● The campaign reached a total of + 8M people and achieved 85.8% positive sentiments during the
specified period.
● The word cloud had the brand name and the brand hashtag which clearly shows that the campaign
had a strong brand association.
● The campaign hashtag was no. 1 on the Twitter trend table during the specified period.
● Campaign promotion is encouraged for maximum awareness and participation.
● We recommend that Brand Ambassadors should continually be harnessed in growing brand equity,
visibility and traction for the brand.
● Brand’s TA craves and enjoys banter-oriented conversations that feel organic, thus, there’s need to
include more of these in the brand’s day-to-day conversations.
● We recommend more reward driven campaigns. This is because social media engagement is key in
growing brand’s online community through reward driven campaigns and activations. Given this, the
brand should engage and motivate its online audience more often with rewards.
● Brand should consistently take advantage of celebratory days and seasons to drive brand salience
and meaning.
COMPETITIVE ANALYSIS

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 The Competition

Legend Guinness

Platforms Present: Platforms Present:

Facebook, Twitter and Facebook, Twitter and
Instagram Instagram

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GUINNESS OVERVIEW
Engagement
- Guinness performed the best on Facebook. Their top
post overall was a post about IWD, which was a
promoted post. The video was about addressing and
challenging stereotypes.

NUMBER OF NUMBER OF NUMBER OF

POSTS POSTS POSTS

4 4 4
ENGAGEMENT ENGAGEMENT ENGAGEMENT

8,813 20,828 3,631

FOLLOWER GROWTH FOLLOWER GROWTH FOLLOWER GROWTH

126 -5,285 1,425

FOLLOWERS FOLLOWERS FOLLOWERS

41,093 6,572,150 67,868

Content Analysis

Major Campaigns so far

● #GuinnessIWD

The only campaign Guinness had was their top post which was
about International women’s day, it was a promoted post. The
video was about addressing and challenging stereotypes that
women face.
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LEGEND OVERVIEW
Engagement
- Legend performed the best on Twitter. Their top
performing post highlighted how a couple of friends
having a good time over a Legend Stout.
- One of Twitter users 2020 BigBrother Naija’s
housemate is an influencer for the brand.

NUMBER OF NUMBER OF NUMBER OF

POSTS POSTS POSTS

16 16 18
ENGAGEMENT ENGAGEMENT ENGAGEMENT

24,054 8,980 23,683

FOLLOWER GROWTH FOLLOWER GROWTH FOLLOWER GROWTH

77 0 152
FOLLOWERS FOLLOWERS FOLLOWERS

8,483 376,097 54,294

Content Analysis

Major Campaigns so far

● #LetLoveFlow

● Legend used the #LetLoveFlow to engage with their

audience. They were asked to upload a picture of their
special person and tag the brand.
● They also posted product videos.
Audience Breakdown

3.8%

Guinness enjoyed 93.3% share of audience, this is because they have been a household name for a while.

Generally, Facebook has the highest number with respect to audience for all brands, but the majority of Trophy
followers are on Instagram.

Trophy is gradually growing so we are not yet as prominent as our competitors.

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Mentions

3.8%

Guinness enjoyed the lion share of mentions with 76% share of voice and over 244 million reach. This is because
they have been a household name for a while and are currently the leader of the category in Nigeria.

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Mentions Over Pre-Trial, Trial and Post-Trial Period

Time Mentions Reach Positive Mentions Negative Mentions

Jan - Dec (Before we managed the

account/Pre-Trial Period) 7,099 20,200,539 2,457 - 94.1% 126 - 5.9%

1st Feb - 14th Mar (our tenure/Trial

Period) 2,958 38,499,567 553 - 94.9% 30 - 5.1%
15th Mar - 9th April (After we
managed the account/Post-Trial
Period) 337 533,284 80 - 57.6% 59 - 42.4%

It is pertinent to note that the brand had the largest reach and highest positive mentions during the
period 1st February to 14th March when we handled the account.

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Summary and Recommendations for Period under Review

● Messaging was in line with brand speak per time, example the month of February saw us deploy
content around the phrase ‘Extra Special’ so it’s synonymous with the brand and sticks in the minds
of the TA. While in the month of March, the speak was woven around ‘Extra Special Richness’.
● The brand had positive sentiments at 94.9% and 5.1% negative sentiments.
● While the brand is focused on social males, there were a lot of engagements from social females
especially during the #FindingExtraSpecial Campaign. Given this, the brand may want to focus a
little more on social females.
● Our trial period secured the largest reach and highest positive mentions for the brand helping the
brand to gain the much needed traction it deserves on all fronts in the marketplace.
THANK YOU

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