OYE! effectively tracks, segments, and monitors real-time online conversations allowing clients to make educated business decisions and develop culturally relevant communications with the fastest growing ethnic group in the U.S.
Super Bowl 50 is just around the corner and people are talking in huge numbers about what this year’s advertisers are going to share with us. To take the temperature of the conversation prior to OYE!’s full analysis which will be provided next week, our team reviewed conversation already occurring prior to the big game from a select group of advertisers that are paying upward of $5 million per 30 second spot including: Pepsi, Avocados from Mexico, Hyundai, Taco Bell, Walt Disney, Coca-Cola, Quicken Loans, and Toyota before the big game.
Pepsi led the overall conversation from the brands analyzed with 32% of the total market conversation. To be noted is that 6% of this conversation came from verified U.S. Hispanics. Avocados from Mexico was not far behind in the total market discussion with 29% overall. However, notably the brand over-indexed with Latinos Super Bowl conversation in relation to its peer advertisers as 10% of this brand’s mentions came from U.S. Hispanics.
The largest conversation driver for Pepsi was news that Coldplay will be playing at the Halftime show which was shared heavily by both Hispanics and non-Hispanics alike.
— Coldplay (@coldplay) January 31, 2016
Hyundai was discussed positively by Hispanics and 74% of all mentions were found to be positive in nature. This number was driven by mentions of the actor Ryan Reynolds, which was the number 1 subtopic (58%) discussed among Hispanics mentioning Hyundai. The majority of the Avocados from Mexico conversation came from shares of the #avosinspace, which also impressively created 97% positive sentiment. Pepsi had the second highest positive sentiment due to their sweepstakes to win tickets to the Super Bowl using the hashtag #PepsiHalftime. However, Pepsi also had the most negative sentiment with 73% of overall Hispanic negative mentions. The negative posts were largely due to accusations of deforestation by the international brand. Below is an example of the campaign Hispanic fans are sharing fromAvocados from Mexico.
When it came to language breakdown it was interesting to see that almost all mentions from Hispanics regarding the top 5 brands, were spoken in either English or Bilingual, meaning that it contained both English and Spanish in the same post. Avocados from Mexico had 71% bilingual conversation, leading all brands analyzed in this category.
It is interesting to note that from the early online Hispanic Super Bowl conversation that 94% of all conversations were from men. Pepsi was mentioned most, with 33% of all male conversation, while Avocados from Mexico has 29% of the total male conversation. Female Hispanics also mentioned the same two brands, Pepsi which owned 48% of the female conversation while Avocados form Mexico held 16% of female posts. To note is that only approximately 10% of Hispanics provided gender information from their bio publicly, so the sample size is too small to make conclusions. This will be updated with a much larger sample in OYE’s full Super Bowl analysis next week.
This analysis was created from a sample of 40,000+ online conversations of which approximately 3,000 were verified US Hispanics who discussed one of the aforementioned brands and the Super Bowl. Websites analyzed include the API’s from Twitter and Facebook as well as Blogs, Forums, and the web at large. All data was pulled from January 1, 2016 – February 2nd, 2016.
OYE! is a Hispanic data analysis solution that analyzes, monitors, and reports online conversations among Hispanics offering brands and organizations a unique opportunity to develop culturally-relevant communication strategies.
OYE! technology is capable of monitoring Hispanics sharing conversations in Spanish, English and Spanglish providing our subscribers with intelligent analytics and marketing data to leverage targeted campaigns. OYE! was selected as one of four finalists for the “Latino Start-up of the Year 2014″ award, becoming the only start-up from the Midwest and the only one led by a Latina.
Want to learn more about how OYE! produces these Hispanic insights? Send an email to info (@) oyeintelligence.com and we will contact you promptly.
As CEO of OYE!, Natasha sets the overall vision and strategy of the company and communicates this to all stakeholders. She overseesoperations, financing and new hires as well as external communications, business development, marketing and sales efforts.
Natasha is responsible for the development and management of investor relationships that includes attracting, managing, and closing funding rounds. In 2014 Natasha was the recipient of the Entrepreneur of the Year Award by Latina Style Magazine and earlier in the year she received Honorable Mention at the Enterprising Women of the Year Award.
Natasha holds an Architectural degree from the Catholic University of Cordoba, Argentina, and concluded her thesis studies in Architecture at the University of Venice, Italy where she found her passion for marketing and communications. She’s a proud hockey mom and mother of two children.
Eric is responsible for account management, reporting creation and procedures including data analysis and supporting product optimization. In addition to maintaining direct contact with OYE!’s clients, he also is responsible for marketing, social media, and PR planning. Eric works in partnership with the CEO to manage all financial, accounting, budgeting as well as cash management in accordance with P&L.
Eric has worn many hats throughout his professional career. He spent parts of 2007 and 2008 in Shanghai, China’s economic capital, serving an important supply chain development role for Staples, Inc., a Fortune 500 retailer constructing a modern and efficient warehouse to help support the exponential company growth in the region. Since 2014, Eric has held key roles in 2 Phoenix area non-profits, including Collectivo and NSHMBA (National Society of Hispanic MBA’s). Eric completed his Master Degree in Finance at Northeastern University in Boston and obtained his undergraduate degree at The Ohio State University.
Dan leads and assures the successful development, deployment and optimization of technologies supporting OYE! Business Intelligence. His role is to set standards and best practices for development and technology selection as well as to support and train new team members.
Dan partners with fellow leadership team members in product roadmap planning, ensuring technical alignment and identifying, assessing and overcoming technical challenges associated with product delivery and business growth.
He holds a degree from Carleton College and lives in Columbus, OH, where he and his wife are enjoying their son’s second year.
Sylvia researches consumer habits for OYE! by collecting data and formulates logical and actionable reports to meet the client’s needs.
Sylvia graduated from Arizona State University with a Bachelors in Communications Studies and a minor in Public Relations and Strategic Communication.
A coffee enthusiast and dog lover with a sweet tooth from the Bay Area, In her spare time, she loves reading just about anything from business books to fashion magazines, suggestions are always appreciated.
Rafael is a passionate and energetic marketer with a love for Mexican food, craft beer, and espresso drinks. Rafael graduated with a Bachelors in International Trade at the University La Salle in Mexico, and a Master’s in Business Administration from the University of Phoenix.
In his spare time, Rafael enjoys spending time with family, carne asada, hiking the beautiful Arizona desert mountains, and meeting new people at networking events. As a Marketing Manager, Rafael oversees business development efforts and client relationships.