For a challenge as big as a global brand identity change, campaign coordination and monitoring via social networks is key to ensuring that everyone, customers and non-customers alike, receives all information at this crucial time in a company's life. This is how BBVA did it.
BBVA's social network team rose to the challenge by creating a 'command center.' This provided an exclusive space to track the most important campaign in the Group's history: the unified brand and the new logo.
For two weeks, by 'listening to' social networks in each of the geographies where BBVA operates, the 'command center' has been able to create graphs to follow the minute-by-minute progress of the most important metrics and related data.
In addition, the 'command center' allows the areas involved to share knowledge, and to follow the step-by-step evolution of the campaign in real time.