Cultural Intelligence Suite / VibeCheck
A social sentiment analysis for beauty, lifestyle and FMCG brands
VibeCheck is Campfire's sentiment measurement tool. It reads the comments, saves and shares on your content and campaigns, and measures what reach and impressions can't: purchase intent, brand affinity, trust and whether people believe your product claims. VibeCheck is part of every Campfire campaign, and brands can also subscribe to it on its own.
Why aren't reach and impressions enough?
Most campaign reports tell you how many people saw the content. Very few tell you whether it worked. A post can reach millions and leave people unconvinced, or reach thousands and make them want to buy. Reach and impressions count how many people saw something. They say nothing about intent, trust or opinion.
VibeCheck measures the response. It reads what people say and do after seeing your content, and turns it into numbers your team can plan and report against.
What does VibeCheck measure?
Six features that show how people actually responded to your content, which is the part reach and impressions leave out.
Sentiment on every comment
VibeCheck reads the comments on your brand's or your creators' Instagram and TikTok posts and sorts each one into positive, neutral or negative, so you get a sentiment split rather than a like count.
Brand relevance
Plenty of comments on a creator post are about the creator. VibeCheck picks out the ones about your brand or product and reports them as a percentage, so you can see how much of the conversation you actually earned.
Category benchmarks
Every result sits next to a benchmark built from the past year of VibeCheck audits in your category, with the gap shown in percentage points, so "good" has a number attached.
Themes in your audience's words
Comments are grouped into themes, such as product desire, calls for restocks or price putting people off, and each theme comes with the real comments behind it.
Best and worst performers
Posts and creators are ranked by brand relevance and positive sentiment, with comment counts, so you can see who started the right conversation and who's worth rebooking.
Share of voice
VibeCheck tracks your share of voice and share of social search against competitors, quarter on quarter, so you can see whether the conversation is moving your way.
What a VibeCheck audit looks like
Choose the content
Your brand channel or your creators' posts, usually the last 15 to 20 on Instagram and TikTok, or everything from a campaign.
Read every comment
VibeCheck sorts each comment into positive, neutral or negative.
Find the brand conversation
It picks out the comments about your brand or product and reports them as a share of the total.
Compare with the category
Each figure is set against the benchmark for your category, so you can see where you're ahead and where you're behind.
Write it up
The report groups comments into themes with real examples and ranks the posts that did most for your brand.
VibeCheck is one of four
The Cultural Intelligence Suite works end to end. Prediction feeds planning, planning feeds activation, activation feeds measurement, and measurement feeds back into prediction.
Questions about VibeCheck
VibeCheck is Campfire's sentiment measurement tool, part of the Cultural Intelligence Suite. It analyses comments, saves and shares on a brand's content to measure purchase intent, brand affinity, trust versus scepticism and whether audiences believe the product's benefits.
Social listening tracks what people say about your brand across the internet. VibeCheck focuses on how people respond to your content and campaigns, and measures whether that response points to a sale, more trust or a warmer view of the brand.
Not always on its own. AI still struggles with sarcasm, slang and in-jokes, so our strategists review VibeCheck's output before it goes into a report or shapes a brief.
Yes. VibeCheck is part of every Campfire campaign, and brands can also subscribe to it as a standalone tool.
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