Sprinklr, the world’s leading front office platform, is partnering with Twitter and the 3% Movement to measure and analyze the response to purpose-driven advertisements during Super Bowl LIII. The mission of this campaign is to determine whether or not purpose-driven advertising campaigns drive more engagement on Twitter vs. campaigns with standard brand messages.
This is the sixth year that the 3% Movement is generating real-time feedback to Super Bowl ads, and the inaugural year that they are partnering with Twitter and Sprinklr to capture what this feedback suggests about brand purpose. The 3% Movement was founded to promote the role of women in creative leadership at ad agencies, deriving its name from a 2008 statistic that said only 3 percent of creative directors at top ad agencies were women.
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“In a year when Nike and Gillette have generated lots of conversation by going beyond ‘features and benefits’ advertising, our team is curious about how purpose-driven campaigns change the scale and sentiment of response to Super Bowl ads,” says Kat Gordon, founder and chief executive officer of The 3% Movement.
Throughout the Super Bowl on February 3, the 3% Movement, Sprinklr and Twitter will be tweeting real-time data on purpose-driven advertisements. You can follow along with the hashtag #3PercentSB and Twitter handle @Sprinklr, or attend a 3% Super Bowl Tweet Up in major cities around the country. The annual Tweet Up invites anyone to live tweet reactions to Super Bowl ads and highlights the fact that these ads often fail to deliver inclusive messages that connect to many female fans.
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“As the world’s leading, modern front office platform, Sprinklr ingests billions of public conversations from Twitter every day so that organizations can better understand their customers. This Twitter data is telling us that the most important global customer trend of our time is the growing desire of people to purchase from companies with whom they share similar values,” said Grad Conn, Sprinklr Chief Experience & Marketing Officer. “Telling customers what you stand for — and against — has become a critical part of the sales conversation.”
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