Social Listening Helps Kia Improve its ‘Stance’ During Super Bowl

Kimberly Surico |
 03/13/16 |
3 min read


You know you’re doing something right when another company wants to feature your product in their Super Bowl ad. That’s the story of Kia and Stance, and the subject of our upcoming webinar, Social Adds Pizzaz: How Sock Star Stance Got in on Kia’s Big Game Ad.

Just how did Stance – the fast-growing, stylish sock brand – end up co-starring with veteran actor Christopher Walken in a breakout Super Bowl ad for Kia’s Optima?

NetBase Senior Director of Product Marketing, Christopher Leet, and Stance Director of Social Media & Digital Content, Brett Sirianni  will tell all, so mark your calendars for March 15, 1:00 PM ET/10:00 AM PT so you won’t miss out!

Sock it to ’em

First, in case you missed it, here’s the commercial:

Any company would be thrilled to be part of the “Walken Closet” commercial – but how did Stance pull it off? Adweek has the behind-the-scenes story about the connection the brands share as sponsors of the NBA, but the real appeal is the way Stance is disrupting the marketing world and leveraging social audiences to generate buzz. Who wouldn’t want to hitch a wagon to that kind of star?

Chris and Brett will delve into how to integrate social listening and analytics into your marketing playbook as successfully as Stance has. Here’s a preview of what they’ll cover:

What’s the word on the street?

Everything brands need to know about consumers, their brand, and their industries is available on social media. Who loves you? Who hates you? What other brands do they love and hate? What are other brands doing to get noticed – in either a good or bad way? You can track it all, and then use those insights to figure out your brand’s next move – from what your next product should be, to how you launch and market it, and more. Consumers are always talking, so brands have to always be listening.

If you like us, tell a friend!

Even when brands and marketers get it exactly right, their own word is never as powerful as that of social influencers speaking on their behalf. Identifying and motivating brand influencers is a key strategy toward rallying social audiences to care about your brand. But it starts with caring about them first. The way to consumers’ hearts is through their hearts – or more specifically, their emotions. How they feel is the motivating factor behind every social post, so brands have to meet them in that emotional place – human to human, not seller to buyer. Show them you care and they’ll spend – and share.

Tools of the trade

Chris and Brett will talk about how social listening tools, like NetBase’s suite of products, connect you to consumers’ feelings and passions by breaking down social conversations – even when encoded by slanguage and emojis. They’ll also explain the importance of having insights in real-time so your brand can make accurate, instant decisions in response to emerging trends, or even customer service issues.

And if you’re not convinced that being authentically connected to your social audience matters, consider that as of this April 2015 article by The Information, Stance had used social media to sell 15 million pair of socks since their 2009 launch – with an advertising spend of only $250,000 total over those six years. It doesn’t get much better than that.

That’s just some of what you’ll learn during the Adweek webinar Social Adds Pizzaz: How Sock Star Stance Got in on Kia’s Big Game Ad, so be sure to register early to secure your spot.

You can also get in touch with us for a free demonstration of Audience 3D™, LIVE Pulse™ or any of our NetBase tools.

Image from James Case

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