Quick Data No. 5: Vans, Champion, and Nike

This is the series where we show you specific insights and data about your brand and its competition. Below are the specifications of the three sports-brands we will dissect in this cohort. These brands are very different in their specific styles and their audiences differ in style. The similarity between brands converges because they share the same target audience

When brands have a common audience, a marketer must ask themselves, how do we compete against each other? The hundreds of clusters in this cohort teases out the nitty- gritty of what makes visuals work. and are efficient with certain brands and audiences. Read on to find out about how Cortex generates the hundreds of clusters that give insight into what does and doesn't make their content work.

Posts: 628
Interactions: 18 million
Audience: 5.5 million followers, likes, and comments
Platform: Instagram
Time Period : 1 year, from July 2019 to 2020
Brands: Vans, Nike, and Champion
The Audience: Their audience is men and women in their 20s and 30s
So lets see the data... How exactly is their content performing? What makes the visuals work? What makes your content stand out?

Content Data- Positive Performing Clusters

Posts of simply footwear performs 55% above median performance of these sports brands. These visuals focus on the shoe and this specific cluster shows how the brand Vans dominates this cohort.

In addition to content, our performance by month to month graph shows that there are peaks and valleys in specific months. Peaks appear in the early winter months and spring months.

Visuals with a content focused specifically on footwear in urban situations performs strongly. Footwear in urban scenes performs 36% above median performance of these sports brands. In addition to this, our performance by month graph shows that visual content of shoes in urban scenes performs well off and on throughout the calendar year.

The Champion logo also interestingly performs 30% above median performance of the sports brands cohort. These visuals are color coded and contrasted with this iconic and simple logo.

Women in footwear performs 9% above median performance of the sports brands . These visuals are color coded and not as focused on the fashion, but the beach and travel, as well as the general atmosphere of sports brands for young adults

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Outerwear focused visuals performs 5% above median performance of Champion, Vans, and Nike.

Content Data- Negative Performing Clusters

Clusters of action shots which focus on the individual and their clothing performs 10% below median performance of these fashion brands.

Visuals focused on a close up of a face performs 17% below median performance of these brands. These poor performing clusters are also mostly Nike post.

Visuals focused on surfing and surfers performs 19% below median performance of these brands sports brands.

An interesting insight for Champion is their posts that feature visuals focused on less obvious Champion clothing performs 26% below median performance of these brands.

COLORS- Positive Performing Clusters

Visuals with prominent darksalmon performs 28% above median performance of these sports brands.

The color skyblue performs 18% above median performance of these brands sports brands aimed at younger and hip audience.

Color Data- Negatives

Darkolive green performs 10% below median performance of these brands.

The color firebrick performs 19% below median engagement performance of these brands.

Dimgray performs 30% below median performance of these brands.

EMOJI DATA

The finish-line flag, and also the checkerboard pattern, is the highest performing emoji of this cohort of three brands. It performs 33% above median performance of these brands. This shows how the emoji references the iconic checkerboard pattern used in the brand, and for video recorder emoji.