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Shiseido - Digital brand health assessment tool

2020

Client
Shiseido

Content marketing can be complicated – it is expensive, and often, one does not know how good one’s efforts are, how far competitors are ahead, and if you are still getting a return on your investment.

This project was to create a digital tool to evaluate and compare brand content and efforts across channels by consistently quantifying it in simple scores. The goal was not only to compare brands’ efforts year on year but also to have a comparison framework vs. other brands and the competition.

Challenge

Help multiple Shiseido brands to evaluate their digital presence and content across channels, compare it with competition, and identify improvement potential.

Evaluating content gets complicated as it is very subjective, so the goal here was to create a framework allowing us to produce digital brand health (DBH) scoring by quantifying the results of qualitative content analysis. The framework should display simple scores along with qualitative recommendations based on different aspects of brand content across social media channels such as WeChat, TMall, Xiaohongshu, or Douyin.

Approach

We wanted to find a way to take the complexity of content presented across channels and simplify it, making it easy to compare with one’s previous efforts.

To quantify the quality of content, we assemble panels of experts across three key aspects that could give us an insight into the quality and efficiency of branded content. 1. Creative marketers – advertising, copy, visuals, and design professionals. 2. Digital planners & analysts – channel strategy, technology, and trends experts. 3. consumers – the loyal brand audience with a strong gut feeling.

Solution

We created a digital tool that allows us to evaluate digital brand efforts in a simple score on a scale from 1 to 10, based on the results of an expert panel. 

The panel of experts would be presented with content examples from various social media channels and asked to score the content in terms of ‘brand distinctiveness, ‘platform nativeness’, its perceived efficacy of ‘product seeding,’ among many others. 

Each brand would receive a total DBH score. Still, the tool would allow to dig deeper into each channel (WeChat or Douyin, for example), analyze the quality of specific content types (BGC, KOL-partnerships, or UGC initiatives), or evaluate specific channel-related touchpoints (e-commerce or membership features).

In addition, since each aspect of the score comes from qualitative analysis, each section of the DBH tool contains key expert findings and recommendations, giving brand managers actionable direction towards improvement.