Tag Archives: case study

Yahoo & The Academy Awards: The Impact of Social Features & Influencers

Yahoo’s advertising team recently shared some interesting findings from a case study on the impact of social features using the Academy Awards as an example. They came up with some interesting results on how social sharing can boost a brand’s profile and engagement. More info below via Yahoo.

The Impact of Social Features

Today, social is about more than just posting personal updates. Consumers use social networks to broadcast everything from what brands they like, to what TV shows they are watching and how they just voted for their favorite stars online. This opens up a world of opportunities for brands, but what does this engagement mean for brand advertisers?

To help answer this question, Yahoo! measured the brand impact for a major auto brand’s sponsorship of Yahoo!’s Academy Awards page during the 2011 Oscars. We spoke to 1,505 online entertainment fans and measured the increase in ad effectiveness between two sponsored Academy Awards pages: one with social features (test site) and one without (control site). The social feature within the test site was a sponsored Oscar winners voting module with a Facebook sharing feature. Both sites integrated a 300×250 and a 235×60 banner ad for an auto brand.

Did influencers respond to ads with social features?

• Brand metrics especially increased among influencers.

— 15% increase in influencers’ total unaided ad awareness

— 100% increase in influencers who stated that the auto brand “cares about its customers”

— 45% increase in influencers who stated that the auto brand was “fun”


Fun. X Headliner.fm Case Study

Headliner.fm recently partnered with fun. and Nettwerk to promote the release of fun.’s video for “Walking the Dog” off of their debut album “Aim and Ignite.” Over the course of 6 weeks Headliner helped Nettwerk and fun. reach over 3.6 million rock fans and generate thousands of plays on the “Walking the Dog” video on youtube.  “With a large focus on artist development, Nettwerk is constantly searching for new and innovative ways to promote content discovery through authentic yet effective channels. Headliner.fm gave us the opportunity to reach new audiences of targeted fans organically through the support of their band-to-band network. We see great opportunity in the cross marketing exchanges that the Headliner.fm platform fosters,” says Brian Popowitz, Nettwerk Sr. Internet Marketer.