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COP26: Brand Share of Voice, Perception & Performance

by | Nov 30, 2021 | Influencer Lists, ,

For almost 3 decades the United Nations has been bringing countries together for global climate summits – COPs. COP stands for Conference of the Parties, and attendant countries have signed the United Nations Framework Convention on Climate Change (UNFCCC), a treaty that came into effect in 1994.

This year the summit was hosted in Glasgow, as the UK was appointed the President of COP in partnership with Italy. Provisional lists published by UNFCCC had 39,509 participants registered for the event, making COP26 the most attended climate conference since the 2015 Paris Agreement. COP26 was hailed by many as critical because it was the first time countries had to set out more ambitious goals for ending their contribution to climate change under the Paris Agreement.

This report was created on the back of our recent Environmental Sustainability report, that looked at tech brands’ perception and impact on sustainability related topics. Since COP26 is the biggest climate event in the world, we decided to take a look at the influencer community’s (identified in the Environmental Sustainability report) perception on tech and partner brands in relation to COP26 and some subsets of sustainability: environmental sustainability, climate change, plastics & packaging and deforestation & reforestation.

This report seeks to provide brands with an understanding of how much the influencer community spoke about them in regards to COP26, how well their content performed compared with a sample of analyzed brands, how big the size of the conversation was, and why leveraging influential voices can help brands’ improve their share of voice on topics they care about.

The aim of this report is to create a study into brand awareness & performance within the influencer community around the COP26 discussion before, during and after the summit.

Brand share of voice within the influencer community

Brand share of voice within the influencer community pre event

What’s in the Report?

The  report is split into 3 main sections:

  • COP26 discussion pre-event
  • COP26 discussion during the event
  • COP26 discussion post-event

Within each section we have highlighted the following:

  • Share of voice within the influencer community
  • Content examples from influencers
  • Brand rankings
  • Partner brand rankings
  • Topic mentions from the influencer community
  • Topic mentions from partner brands
  • Network maps

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Brand Share of Voice, Perception & Performance