Surf Excel ad: Mileage may vary, but brands will measure social engagement not tut-tutting of trolls

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It doesn't matter what we 'think' about the Surf Excel ad, what matters immensely to the brand is how much we're obsessing over it and for how long. The fundamental disconnect between garden variety opinion and how brands measure earned media is playing out in real time, like it has in so many other moments. In recent months, the Nike ad featuring Colin Kaepernick, the Gillette ad riffing on the #MeToo movement have all applied the same tactic (or you could call it strategy, if you prefer) of inserting themselves into a cultural moment and then measuring the social touchpoints while earned media exploded around the bonfire they started.

from Latest News India on Firstpost https://ift.tt/2W02m3x
Nikhila Natarajan

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