Arla Foods Campaign
Web Platform for Online Sentiment Analysis
Design Engineering Implementation
Virtual Force designed a Sentiment Analyzer for Arla Foods’ Mother’s Day campaign in 2018. This application was unveiled simultaneously in 4 different locations across 2 cities. The application was a successful feat of technology engineering and a first of its kind for activities centered around Mother’s Day campaign for PUCK by Arla Foods.
Tech
- IBM Watson Engine
- PHP
- JavaScript
- Sentiment Analysis API
Challenges
"The main challenge was to increase time-on-market for PUCK by Arla Foods in a way that it heartens participants to express their love for their mothers. Our client also wanted to be the first adapter to an experiential technology by using a sentiment analyzer in its Mother’s Day campaign. This meant that software engineers at Virtual Force had to come up with an easy-to-use application on a platform (sentiment analyzing) newly introduced to the market, a feat few software companies could boast of. "
Solution
Our digital solution comprised of a web application portal for video recording and a sentiment analyzer. It was then deployed in booths for the campaign on Mother’s Day. The central idea was to evoke an emotional response by asking a question; ‘how many meals has your mother cooked for you in your lifetime?’.
An engaging question was put forward to the customers: ‘How long have you stayed with your mom?’. When the user answered, our ‘meal calculator’ would reveal the number of meals cooked by mom as per the age of the person.
The expressions of the customers were to be analyzed for further analysis and their responses were to be uploaded as part of a greater marketing campaign.
OUR VALUE PROPOSITION
1300+ users were engaged actively in this unique experiential campaign to record and share their own videos across 4 locations in 17 sessions. The user- generated videos with PUCK by Arla Foods branding were generated and the association of PUCK brand with the home chef (mothers) was established. Our client was also able to profile consumers and collect consented data with social media insights, which was utilized in further marketing campaigns. The campaign touched the hearts of end-users while amplifying a social buzz for the brand.