Desperados teamed up with Cruisegang for a bold, unconventional lifestyle campaign—anchored on music, fashion, and creative freedom. While the campaign delivered the vibes, ImpressionON was brought in to analyze what worked, what resonated, and what moved the needle. Our task was clear: evaluate the campaign’s digital performance across Facebook, Instagram, and Twitter, distilling the noise into clear insights and actionable recommendations.
The Process
We approached the project like a cultural audit, tracking both owned and earned engagements, influencer impact, audience sentiment, and thematic content patterns across the campaign window (August 30 – October 8, 2024).
Our methodology included:
- Monitoring hashtags like #GoForTheUnusual and #DesignedForTheUnusual
- Evaluating influencer performance across reach, engagement, and impressions
- Mapping content formats that sparked the most interaction
- Analyzing sentiment to understand the emotional response from the audience
Beyond the Numbers
The brand earned more share of engagement from Instagram, twitter and facebook from conversations of fans around the #GoForTheUnusual
The Insight
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Facebook dominated engagement (75.2%), showing that the community-focused storytelling landed better than polished content on Instagram.
- Earned media was driven by anticipation and exclusivity—the merch drop, launch party, and giveaways created spikes in UGC, especially around personal style remakes.
- Influencers like Ladipoe stood out, not just in numbers but in cultural influence—his audience responded with genuine interaction and extended visibility.
- Sentiment remained largely positive-neutral, indicating interest and relevance, with a gender skew toward males and a strong hold on the 18–34 demographic.
- Video and style-driven content outperformed static visuals, reinforcing Desperados’ positioning as a lifestyle brand that’s meant to be experienced.
The Recommendation
From our analysis, we developed a set of clear next steps for brand and agency teams:
- Double down on influencer storytelling, creators like Ladipoe offer both numbers and nuance.
- Turn UGC into a longer conversation, fan features, remixes, and recap loops will extend campaign life beyond the event.
- Tailor strategy per platform, lean into Facebook’s community power, and optimize Instagram for high-aesthetic, short-form video content.
- Keep the “Unusual” alive—the hashtags worked. Continue to build community identity around that narrative across future drops and collabs.
Through in-depth performance tracking and interpretation, ImpressionON transformed campaign data into strategic clarity. We didn’t just deliver metrics, we uncovered the meaning behind them, helping the Desperados team see not only where the impact was made, but how to scale it next.
Let us help you identify cultural waves, measure brand sentiment, and make data-driven decisions for your next big campaign.
Let us help you identify cultural waves, measure brand sentiment, and make data-driven decisions for your next big campaign.
Looking to make sense of your next big campaign moment?
ImpressionON helps brands turn performance data into strategic gold, spotlighting what works, why it works, and how to do it even better.