How VMLY&R uses social media reports to reach its customers’ marketing and business KPIs

With Mina Ionescu, Head of Digital at VMLY&R

Mina Ionescu

VMLY&R is a creative commerce agency that creates engaging new commerce experiences to unlock commercial growth for their clients.


London, UK

  • Create monthly reports in less than 2 hours
  • Easily measure the social media ROI
  • Track audience growth
  • Compare the performances with competitors
Key Features Used

VMLY&R is a WPP’s end-to-end Creative Commerce Agency. They create engaging new commerce experiences to unlock commercial growth for brands and businesses.

Because VMLY&R is managing a consistent number of social media campaigns for their customers, they needed an effective tool that could provide a complete analysis with in-depth analytics.

As a data driven agency, a big part of their work involves using reports with relevant metrics to analyse the impact of their social media campaigns.


  • Easy to understand reports
  • Extract relevant data
  • Measure the impact of social media campaigns

In the beginning, like many other companies, they relied on the stats that the social networks provided. However, the agency soon found that there was much more opportunity out there - the opportunity to measure the real impact of the social media campaigns, and present it through reports that are as easy to create as they are to understand.

“Our focus was on delivering in an easy-to-understand way because there are tons of insights and it is not easy to create great-looking social media reports without making the file look like a boring xls.”

Mina Ionescu - Head of Digital at VMLY&R

As they searched for ways to improve their reports and optimize their work, VMLY&R turned to centralized analytics and reporting tools. They turned to Socialinsider.

Our goal was to help the team at VMLY&R to point out, extract, present, and interpret the metrics that matter to their clients. Based on the insights that the agency gets from the Socialinsider’s reports, they can create and adjust the strategy for the upcoming social media campaigns, and benchmarking them against top competitors.

The competitive advantages with Socialinsider

  • Smart, simple, and easy-to-understand social media tool
  • Easily create benchmarking reports
  • Constant and fast improvement of the platform with new features

The choice was not hard to make, because it was a choice between drowning in not-the-most-relevant data on the one hand, and automatising the reports that actually bring valuable insights that turn into strategy, on the other.

Since they started using Socialinsider, the team at VMLY&R has been making the most out of the benchmarking reports. They check daily, or weekly to see how other brands are performing.

“We appreciate that you understand social media as a living and evolving thing, you are always among the first to release new features or find smart solutions to overcome barriers in accessing data.”

Mina Ionescu - Head of Digital at VMLY&R


  • Create monthly reports in less than 2 hours
  • Easily measure the social media ROI
  • Track audience growth
  • Compare the performances with competitors

Working with Socialinsider immediately meant less work and less time spent doing reports.

The agency can now compare the performance of their campaigns to the competitors, measure the social media ROI, and monitor the audience growth for the brands that they are managing.

They can check the performance of the brands that they manage, as well as that of their competitors, and come up with even more effective campaigns and content strategy.

The Benchmarking feature report and being able to read and interpret the social metrics that matter has proven to be valuable not only for VMLY&R as an agency, but also for the clients that they work with, who get the chance to be a step ahead of the competition.

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