Our Familiarity Index is only useful as input to creative if that creative is more effective at driving the business goals for Surface. We were successfully able to correlate the Familiarity Index to key lower funnel metrics such as Advocacy Strength, Sentiment and actual sales of Surface. The results of the social impact from before using the Familiarity Index on Creative to after is telling:

Advocacy strength on Facebook is almost 20% higher on posts mapped to Familiarity

Advocacy strength on Twitter is almost 80% higher on posts mapped to Familiarity

Sentiment on Facebook is more than 30% higher on posts mapped to Familiarity

Sentiment on Twitter is (ridiculously) more than 5000% more positive on posts mapped to Familiarity

Sales for Surface products via social content driven by Familiarity is nearly 2x generic content.

The entire purpose of the Familiarity Index is to make the creative work better at explaining what a Surface is.

Before any work leaves the door, the models we’ve built to determine what drives Familiarity are used by the creative team to understand what types of engagements are most successful for moving the business goals of Surface forward. With this, our work is “pre-optimized” towards executions that push product understanding and awareness.

Once the work is launched and we get real-time Familiarity scores, we can use the data to understand how a piece of content is comparing to benchmarks and then optimize ongoing posts. For posts that drove more Familiarity than anticipated, the findings open up a rich vein of additional posts with that same theme. For posts that did not score highly on the Index, we were able to see which of the four aspects of Familiarity were underperforming so that we could adjust. So for example, if a post received a low Index score, we could see specifically that the Magnitude aspect was low and the creative team could work to follow up with more information about the product.