The combination of your historical campaign performance, competitor intel, and what consumers are saying can provide 360-degree insight into what elements of a social campaign have been successes and failures in the past.
Collecting these insights allows your campaign to be data-backed and sets you up for success in the following areas:
Measuring your own successes/failures from prior years
The industry leaders from prior years – what worked/didn’t
What general consumers are talking about
Potential influencer partnerships