Catching the Things Unseen: How YouScan Helped Convosphere Track a Beverage Brand’s Sports Sponsorship Visibility with Visual Analytics
About Convosphere
Convosphere is a social-first insights agency, working in 100+ languages and hard-to-reach markets where they recognise that the value of global social listening lies in the impact data-driven decisions can make – and the cultural relevance required to make them actionable.
The challenge: a sports sponsorship that had further potential
Being a beverage brand in the major sponsorship programme, the stakes are high — and so are the expectations. This sponsorship required a strong focus on brand visibility. Convosphere, the multilingual social intelligence agency managing the account, helped the client measure its brand visibility across social media.
The plan was straightforward:
Track the client’s logo across the sports event in social media content
Monitor how the brand was being discussed
Translate visibility data into actions
On equipment, merchandise, and other items specific to the sports event — the logo was there. However, understanding the full extent of the sponsorship's visibility required the ability to identify logo appearances within images and video content. In sport, where brand visibility is the primary currency, missing logo appearances is the difference between being able to discern brand visibility and not.
The solution: how YouScan fit in the picture
Convosphere has been working with YouScan for quite a while and knows its visual analytics functionality. A quick test confirmed what they suspected: YouScan detected logos on various scenes perfectly thanks to its visual analytics.
The platform was brought into the picture to provide visual analysis and logo detection capabilities that complemented Convosphere’s wider social listening workflow and enabled them to capture forms of brand visibility that would not have been identified through text-based analysis alone.
YouScan's team moved fast to support the project. When Convosphere needed to run competitive benchmarking, YouScan added a client’s competitor's logo to the detection database, enabling direct visibility comparisons.
After discussing with YouScan how the visual detection technology works, including how it processes video content, Convosphere was able to provide its client with specific recommendations.
Wonkyung Shin, Project Manager at Convosphere: “What also impressed me was how quickly gaps got filled. We needed to track a competitor logo — one that wasn't in the database yet — and within a couple of days, it was added and ready. When you're producing reports for that kind of programme, the support speed really matters.”
What the data revealed
With visual analysis in place across a major sports sponsorship programme, Convosphere could now see what was actually happening with the client's logo presence in social media. The findings were striking and actionable.
1. Visibility dropped more than 80% after the launch hype
The initial announcement of the sports sponsorship generated a spike in logo visibility across social media content and drew immediate curiosity: people shared their thoughts and discussed the event’s aesthetic. The Convosphere client’s logo was everywhere.
Once that burst of coverage grew quiet, visibility fell sharply — by more than 80%. This wasn't unexpected to the client, whose own internal assessment of the sponsored property’s early performance aligned with what the data showed. But having that reflected in visuals gave the finding credibility and made it possible to quantify the gap.
Strikingly, the logo appearances weren't accompanied by brand mentions or text-based signals — they lived entirely in images and video.
Wonkyung Shin, Project Manager at Convosphere: “Logo visibility was a non-negotiable KPI, and without visual detection that actually worked in the sports competition context, we couldn't have fulfilled it. We measured brand visibility quantitatively and tracked how it changed. The drop-off we found — over 80% decline in visual exposure following the initial launch period — was a tough finding, but it was credible, it aligned with what the client already sensed, and it gave them concrete learnings to work with for next year. That's the kind of insight you simply can't get from text mentions alone.”
2. A tactical recommendation with direct business impact
During the initial setup with the YouScan team, Convosphere found out how the video is processed with YouScan. It not only tracks the whole video content, but also captures the visuals in the thumbnails.
This technical nuance translated directly into a concrete strategic recommendation: advise influencers and other content partners to add the brand's logo to video thumbnails to maximize exposure.
Such a logic worked well on two levels:
It maximized the logo tracking challenge in the social data
It made creative sense
A logo visible in the thumbnail has an immediate impact on anyone scrolling through.
3. Competitive context with real benchmark data
Using the competitor logo that YouScan had added to the database, Convosphere benchmarked the client's visibility against other brands active in the same sponsorship environment.
One sponsorship partner achieved significantly higher engagement with text-based mentions only, likely because of greater sponsorship benefits and the absence of regulatory constraints that consumer brands face at these kinds of events.
The result: visual intelligence that completes the picture
For Convosphere, YouScan plays a specific role in the agency's tool ecosystem.
This sports sponsorship project demonstrated what social listening can provide when visual analytics are treated as a complementary data source.
YouScan’s coverage also captured TikTok content, a platform that could be difficult to pull data from. For a client in an industry where TikTok takes center stage, that was one of the major bonuses.
The most important story of this sponsorship is how brand visibility evolved, where it dropped, and what could be done about it. And YouScan helped Convosphere get it right.
