Loud, but losing
A challenger energy-drink brand was thrilled. Its launch week generated 14,000 mentions and a 38% share of voice against the category leader — more noise than it had ever made.
Then someone looked past the volume. Of those 14,000 mentions, 61% were people complaining the cans were impossible to find. Loud, yes. But it was the loudness of frustration, not demand.
The team rerouted media spend from awareness ads into a two-week retail-availability push in the eleven states driving the angriest mentions. They didn't chase more volume — they chased the right volume.
In the following month, share of voice settled to 22%, lower on paper. But positive-sentiment mentions rose 44% and reorder rate climbed 19%.
The takeaway: a big share of voice can be a megaphone pointed at your own weakness. Volume without sentiment is just noise.
Signal & Noise
@thesignalnoise
Loud, but losing
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