Introducing detect AI-generated texts, images, and fake profiles. Click here

Cyabra Helped WM Understand the Online Behavior of Communities, Discover New Customers, and Protect True and Authentic Online Discourse

profiles scanned
On Facebook, Twitter and Instagram
fake profiles
identified by Cyabra

Wonder Woman 1984 (“WW84”) was criticized even before it was released. Cyabra helped Warner Media separate the real from the fake, find and amplify the enthusiastic influencers, and make more with their marketing budget. Cyabra also uncovered that much of the criticism was driven by fake accounts.

“Around the launch of Wonder Woman 1984 (WW84) we wanted to map out enthusiastic conversations and voices. Cyabra helped us analyze the social discourse around the movie and DC Comics fandom online. Once we were able to identify the most passionate influencers and communities, our theatrical marketing team was better equipped to magnify our social presence.”

Drew Himmelreich

Manager of Social Insights & Technology, Warner Media

The Challenge

In advance of the release of Wonder Woman 1984 (“WW84”), WarnerMedia set Cyabra a challenge:

  • Help WarnerMedia build excitement for the film by identifying the genres biggest fans and also surface other social media users who might enjoy WW84.
  • Identify negative sentiment and establish how much of the conversation was driven by inauthentic profiles.

The Solution

Focusing Marketing Efforts & Budget on Real Profiles

Cyabra scanned almost 280K profiles that discussed WW84 on social media, before and after the movie’s release. Much of the sharp increase in negative sentiment was aimed towards the film’s star, actress Gal Gadot. Cyabra identified a community of over 25K fake profiles that represented a potential threat to Warner Media’s brand reputation, and could then be reported and removed.

Cyabra also identified the enthusiastic influencers and community leaders on Facebook, Twitter, and Instagram, helping WM focus their marketing efforts on the authentic voices and communities to grow their digital footprint and market share online.

About Warner Media

WarnerMedia is part of Warner Bros. Discovery, one of the largest media companies in the world. WM manages popular digital sites of streaming services such as HBO NOW and DC Universe, and media brands such as CNN, Cartoon Network, Warner Bros, and New Line Cinema, with hits like Wonder Woman, Superman, Game of Thrones, South Park, Scooby-Doo and many others.