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Case Study

SM Supermalls

SM Supermalls uses Isentia’s digital measurement to track, manage and refine its leadership position

SM Supermalls (SM) operates over 50 malls in the Philippines, where it is the leading provider of shopping, dining and entertainment options.

 

Client
SM Supermall - Insights Campaign Report Download Case Study PDF
2017 AMEC award Best Measurement of a Consumer Campaign

The Challenge

SM needed to understand:

  • How to maintain its strong position with families and the general public on social media;
  • How to improve its engagement with millennials; and
  • How to gain better loyalty from all of these segments.

To address these challenges, SM committed to listening more intently to digital conversations, and to using the best measurement to inform its content.

The Solution

Isentia devised a measurement ecosystem for SM that provided a reliable foundation for the SM team’s priorities, and insight into different audiences and segments for key internal stakeholders and business units at SM.

The analysis was tailored to consider the amount of discussion, sentiment of posts, topics discussed, and engagement, using likes, shares and
comments. It also grouped the demographics of those interacting with the brand online into Millennial, Family or General Public.

The Result

The Isentia analysis helped SM unpack that they needed to do three key things.

1. Keep its messages simple to strengthen its following.

For the millennial segment, in particular, SM was able to refocus its messages on what is distinct and ahead of the curve.

2. Focus on the quality of its output, not quantity.

SM established a new posting schedule to be responsive to its audiences’ recommendations. This has reinforced engagement and made SM’s social media management more efficient.

3. Ask its audience to engage, by focusing on content that invited action.

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24th May 2019 

Global recognition for Isentia at 2019 AMEC awards with golden wins to take home

Sydney, Australia – Isentia (ASX: ISD) has cemented its global leadership in research, measurement and insights by winning five awards at the 2019 AMEC International communication Effectiveness Awards, announced in Prague. 

The AMEC Awards celebrate the exceptional work and accomplishments of research, measurement and analytics for businesses and government campaigns. For the fifth consecutive year, Isentia has picked up numerous awards for work with clients, including golds for Most impactful client recommendations, Best measurement of consumer communications, Best measurement in the public and not-for-profit sectors and Best use of integrated communication measurement/research categories. 

Isentia Chief Insights Officer Khali Sakkas said the award wins highlight the strength of Isentia’s team and its innovative work in partnership with clients in Asia Pacific.

“AMEC is the only truly international awards in the measurement space. Winning these accolades in categories for most impactful, and best integrated communications research highlights Isentia’s strength as a global player in research and measurement,” she said. 

“Our unique approach, in blending technology and our people’s in-depth experience, is what makes us different and ensures we discover the most impactful insights for our clients. I couldn’t be more thrilled that our pedigree in research and measurement has been recognised by the industry.” 

Isentia CEO, Ed Harrison, said, “I’m very proud to be leading a team of this calibre that continues to shine on a global scale. These accolades come at a time of great transformation, focused on delivering world-class, market-centric products and innovative technologies to ensure we remain leaders in the global insights and measurements industry.”

The awards were presented overnight at the AMEC Global Summit on Measurement in Prague, the key global conference on innovation in communications evaluation. These wins build on Isentia’s AMEC record, and reinforce the company’s leadership across Asia Pacific.

-ENDS-

For more information, please contact:
Graham White 
Howorth, OPR Agency
0404 840533

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Media Release
Global recognition for Isentia at 2019 AMEC awards

Global recognition for Isentia at 2019 AMEC awards with golden wins to take home

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