Needscope AI drives social media strategy for Michelin



As a brand highly active on social media, Michelin wanted a deeper understanding of emotion:
What emotion (if any) does  their imagery deliver to?
Is the emotion consistent?
Where does it likely position the brand? 


NeedScope Social AI for Michelin:
4778 images and videos posted on Facebook and Instagram channels
49 markets


The decoding revealed a lack of emotive clarity and consistency:
30% of the images were totally generic, with no clear emotion
Some skews toward the RED space


Challenged Michelin to consolidate their social media imagery around a consistent emotion. Guidelines developed for stronger emotive clarity.

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