jack-in-the-box-brandwatch-case-study

Client/ Brandwatch Case Study 01

Case Study/ Jack in the BoxIdentifying influencers in a competitive market

Jack in the Box/ Brandwatch Case Study 02

1951 YEAR FOUNDED

San DiegoHEADQUARTERS

At a glance/ About Jack in the Box

Jack in the Box Inc, based in San Diego, is the restaurant company that operates and franchises Jack in the Box® restaurants, one of the largest hamburger chains in the USA. It boasts more than 2,200 Jack in the Box restaurants across 21 states and in Guam.

Additionally, through a wholly owned subsidiary, the company operates and franchises Qdoba Mexican Eats®, a leader in fast-casual dining with more than 690 restaurants in 47 states, the District of Columbia and Canada.


Objectives

Innovation and a pioneering attitude has always been at the heart of Jack in the Box. The restaurant chain

has been responsible for many industry “firsts” since it opened in 1951.

Jack in the Box was the first major hamburger chain to develop and expand the concept of drive-thru dining. It launched the first ever breakfast sandwich in 1969, and it was the first quick-serve restaurant chain to integrate video graphics in order-confirmation displays in 1997.

The quick-serve restaurant (QSR) market is competitive. Jack in the Box competes with some of the most powerful brands in the world, such as McDonald’s, Taco Bell and Burger King.

In an effort to gain a competitive edge on these large organizations, Jack in the Box made use of social analytics to help maximize the work the brand was already undertaking with influencer marketing.

Influencer marketing is much more than a fashionable phrase. By identifying and building relationships with influencers, companies can harness their reach to broadcast far more meaningful messaging, with much greater impact than they might be able to generate through their own channels.

Jack in the Box had already identified, and were engaging with, some important influencers but knew social analytics could help reveal others and present new opportunities for the business.


What is influencer marketing, and how does it work? Influencer marketing is a very simple notion: a brand using the influence of an individual to increase awareness, reach new audiences, scale its message or increase sales of its products.

Speaking broadly, this may include celebrity endorsements or sports sponsorship; campaigns that take place offline, via traditional media.

Social analytics is a useful component in finding those influencers that aren’t neccessarily established as celebrities, but carry a lot of sway with others in online spaces.

With the growth of content marketing, subtler, less direct tactics may be employed where the influencer is promoting a piece of content from a brand, rather than explicitly giving an endorsement for a particular product or service.

The specific goal may be referred traffic, backlinks, lead generation, direct sales or simply mass awareness. How exactly the influencers are sourced and engaged with will depend on the objective, and any measurement framework will also need to match the campaign’s goals.

Jack in the Box’s aims were to identify new influencers who weren’t currently engaging with the brand. The business also wanted to understand the extended interests of fast food fans, to get a richer understanding of the audience.

It was also interested in campaign measurement, understanding what activities and actions around its campaigns were resonating and performing best with its audience.


Methodology and data sets

When starting to think about influencers and who it is you really want to find, one of the best ways to start the search is to use keyword Queries. In other words, determining which words or phrases are most commonly used among those you are trying to target.

For Jack in the Box, this meant its own brand as well as its key competitors.

In many cases a Query will focus on the brand’s actual products, but it can also be valuable to search more broadly across a particular category or topic.

Enterprise-level social media analytics from Brandwatch allowed Jack in the Box to craft incisive Queries like this, meaning the brand was able to find high-influence individuals not just talking about the brand name, but also about certain menu items or about fast food in general.

Dashboards within Brandwatch Analytics then provided categorization and visualization tools to help the team manage and display the relevant data.


Hashtag Analysis

The below chart represents the leading hashtags used during the month of February in Jack in the Box conversation.

These premilinary results showed that #DeclarationOfDelicious was the most popular choice of hashtag among its audience, helped by a Super Bowl-timed push by the brand.

Engagement with the hashtag was largely passive, with much of the conversation emanating from authors sharing Jack in the Box’s promotion announcement.

Approximately 90% of mentions featuring #declarationofdelicious were retweets. Several organic mentions (non-retweets) came from local media personalities, particularly in local radio.

780 800 820 840 860 880 900 920 940 960 980

#jackinthebox

#ad

#butteryjack

#declarationofdelicious


Evelyn Erives @EvelynErives

The Double Jack Cheeseburger from Jack in the Box is straight up a #DeclarationOfDelicious!! Thanks @jackbox

7:09 PM - 23 Feb 2016

LIKES

2

The hashtags #butteryjack and #ad were used in the same highly-retweeted post from YouTuber @MirandaSings, which also drove a peak on February 13th.

MirandaSings @MirandaSings

I ate this #ButteryJack and i made it my bae burgers can be baes thx @JackBox k wach this #ad

SEXY BUTTERY LOVE SONG I wrote a amazing song. I hope you learn it and sing all the words. ok? This video is sponsored by jack in the box http://www.jackinthebox.com/Follow all my...

youtube.com

5:30 PM - 13 Feb 2016

RETWEETS LIKES

464 3,246


The video, posted by the YouTube sensation was then responded to by another YouTuber, and Miranda’s husband Joshua David Evans, driving further passive engagement

Joshua David Evans @JoshuaDtown

So... @MirandaSings has been romancing the #ButteryJack at @JackBox lately. Why can’t she look at me that way? #ad

SEXY BUTTERY LOVE SONG I wrote a amazing song. I hope you learn it and sing all the words. ok? This video is sponsored by jack in the box http://www.jackinthebox.com/Follow all my...

youtube.com

7:12 AM - 14 FEB 2016

RETWEETS LIKES

184 1,338

The hashtag #ad, used by online personalities like Miranda Sings, helped drive retweet-led conversation for Jack in the Box. Continued endorsement from these personalities could help drive future brand awareness for Jack in the Box.


Author analysis

It’s probably the most repeatedly referenced vanity metric for any mainstream discussion about online influencers: number of Twitter followers. The public nature of the platform means, theoretically, anybody can attract followers from anywhere.

However, those followers need to be at first earned and then rewarded in order for them to stay engaged and help the profile spread further.

So, a substantial base of Twitter followers is a valuable asset to any individual, and is the first basic way of judging influence on the platform.

The below chart represents the leading authors within Jack in the Box conversation in February.

The authors have been sorted by total mentions, taking into account both tweets and retweets. Each of the below authors retained a high retweet:tweet ratio, suggesting a great deal of passive engagement with conversation around Jack in the Box.

MOST MENTIONED TWEETERS WITHIN JACK IN THE BOX CONVERSATION

Tweeter Followers Tweets Retweets All Tweets Tweeter Bio

@jackbox 75,000 2728 6970 9698 “Ruler of the fast food world”

@alimaadelat 140,000 44 4389 4433 “Forbes-Listed marketer of the year”

@mirandasings 2,250,000 57 923 980 “Really famous actor/singer/dancer/model/magician on youtube”

@joshuadtown 327,000 14 159 173 “Husband, YouTuber, Host of What’s Up Internet…. Be nice to people”

@uclambb 27,000 36 74 110 Official Twitter account of the UCLA Men’s Basketball Team

“With influencer marketing it is important to identify the difference between influencers and advocates; while advocates may engage with a brand a lot it does not make them influential. I like to see the linkages a person has within different communities, to find the influencer who connects a number of communities together”DR JILLIAN NEY, CEO, DISRUPTIVE INSIGHT


Sentiment analysis

What is sentiment analysis?

Sentiment analysis is the process used to determine the attitude, opinion and emotion expressed by a person about a particular topic in an online mention.

Sentiment analysis aims to categorize these mentions into positive, negative or neutral mentions to help a brand measure the overall customer sentiment behind their brand.

Jack in the Box used sentiment analysis within the Brandwatch Analytics dashboards to understand the reaction to its brand over the months of February and March 2016.

The main brand Twitter handle, @jackbox, attracted engagement in both months. February saw a higher volume of positive mentions, largely due to Super Bowl-associated promotions that drove an uplift in conversation for Jack in the Box that lasted through the end of February.

YouTube generated consistent positive brand interactions in both February and March. Looking further into these data an organic influencer was identifed. @sheaserrano was an influencer who generated positive brand interactions for Jack in the Box.


Demographic Insights

Demographic Insights from Brandwatch Analytics lets you find out more about the people behind the online conversation.

It provides demographic data about your Twitter audience and the individuals talking about your brand, as well as a host of dashboards and tools for analyzing that data.

With this new feature, you’ll be able to analyze the tweeters within your Query (search) results, both as a group and individually, including its:

• Account type (whether they are an organization or an individual)

• Gender

• Interests

• Profession

• Location

Using Demographic Insights, Jack in the Box saw that ‘sports’ was the dominant interest among the Jack in the Box audience in both February and March. Some, but not all of this was due to sports-related influencers, such as official Lakers basketball team’s Twitter handle @Lakers tweeting about Jack in the Box in March.

These tweets resonated with sports fans and helped drive an increase in mentions for the organization.

Due to the online reaction to the Super Bowl campaign, brand conversation was driven by consumers who are also football fans in February. The official Jack in the Box hashtag associated with the Super Bowl commercial #declarationofdelicious was included in these footballs fans’ Tweets.


Results and reactions

The resarch has helped the marketing communications team within Jack in the Box to identify new influencers and also emphasize interests that resonate with their audience.

The analysis has provided the organization with insight into how its campaigns impact people and the reaction people have.

This analysis also reinforced that compared to key competitors in the QSR market, they have a much smaller presence, therefore, Jack in the Box will look to learn how to grow in this area.

Jack in the Box has an overall online objective to create compelling, relevant conversation to drive brand advocacy. With insights and analysis gathered with Brandwatch Analytics, the organization has vital information available to them which will help the business achieve its goals and bold ambitions for the future.


Brandwatch

Brandwatch is the world’s leading social intelligence company. Brandwatch Analytics and Vizia products fuel smarter decision making around the world.

The Brandwatch Analytics platform gathers millions of online conversations every day and provides users with the tools to analyze them, empowering the world’s most admired brands and agencies to make insightful, data-driven business decisions. Vizia distributes visually-engaging insights to the physical places where the action happens.

The Brandwatch platform is used by over 1,200 brands and agencies, including Unilever, Cisco, Whirlpool, British Airways, Heineken, Walmart and Dell. Brandwatch continues on its impressive business trajectory, recently named a global leader in enterprise social listening platforms by the latest reports from several independent research firms. Increasing its worldwide presence, the company has offices around the world including Brighton, New York, San Francisco, Berlin, Paris and Singapore.

brandwatch.com

Brandwatch. Now You Know.

Client

Jack in the Box Inc, based in San Diego, is the restaurant company that operates and franchises Jack in the Box restaurants, one of the largest hamburger chains in the USA. It boasts more than 2,200 restaurants across 21 states and in Guam.

Additionally, through a wholly owned subsidiary, the company operates and franchises Qdoba Mexican Eats® , a leader in fast-casual dining, with more than 690 restaurants in 47 states, the District of Columbia and Canada.

jackinthebox.com

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