Y&R’s Bav Group Introduces Bavsocial Across Latin America

Y&R’s BAV Group announced today the launch of BAVSocial across the Latin American region. BAVSocial is a proprietary model that measures the relationship between social media and long-term brand equity. The model brings together hundreds of social listening metrics, and links them with the BrandAsset Valuator, a renowned brand model and expansive database of consumer brand perceptions.

BAVSocial is currently available in Colombia and Argentina. It will be rolling out in Puerto Rico, Uruguay, Mexico, Chile and Peru by September 2018, with plans to expand to Brazil and the US Hispanic market. BAVSocial will be led in the region by Luis Fernando Dugand, Chief Strategy Officer LATAM.

BAVSocial introduces four key social metrics that quantify a brand’s equity and influence in the social landscape. Just as the BAV’s brand metrics are used to identify and manage brand challenges and opportunities, the BAVSocial model helps build social marketing strategies that lead to long-term brand health using real-time input.

“BAVSocial has managed to overcome the barriers of Spanish language sentiment analysis, being much more precise about brand's social metrics and the reading of its cultural power amongst Spanish-speaking countries. BAVsocial is the first real-time brand equity model and we are incredibly excited to offer these powerful insights to our clients across the region,” said Dugand.

The model measures real-time conversation and engagement across social communities; blogs; news; forums; and search patterns. BAVSocial was developed with interdisciplinary input from mathematicians, economists and psychologists; and employs advanced machine-learning algorithms to reduce noise, improve targeting, and in-language conversation accuracy.

“Since the introduction of BAVSocial across North America, we have seen the enormous value it brings in understanding brand equity in the social media sphere. We are thrilled to announce we have this tool and expertise available across Latin America to help our clients find greater insights for world-class creative solutions,” said Kyle Boots, Director of Brand and Social Analytics at Y&R and BAV.

The new model was initially launched in North America in October 2017 as a strategic and creative tool for clients, and will expand to additional regions in 2018.