Brandwatch Report/
Household & Personal Care Products/ 2014
Report/ Household and Personal Care Products/ 2014
An industry analysis through the lens of social media.
Brandwatch Report
Report/ Household and Personal Care Products/ 2014
Household & Personal
Care Products/ 2014
Why read this?
2
“ If you tell me that price is the only thing that matters to customers, I respond that
nothing about this product matters to them. If all that we’ve got to care about is
the price, then the price is the discussion, not the item itself. ”
Contents
3
An Industry Primer
4
Social Advertising
5
An Evolving Industry
10
Scope of this Report
11
Household Products
21
Personal Care
32
Implementing the Right
Technology
34
References
Seth Godin – author, entrepreneur and marketer
As social media creates an increasingly interconnected
society, the relationship between brands and consumers
is rapidly evolving. The following report will shed light on
how everyday household brands can take full advantage
of social media by maintaining strong relationships and
clear relevance to consumers.
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Household & Personal Care Products
An Industry Primer
Report/ Household and Personal Care Products/ 2014
Throughout the monotony and surprises of our daily lives, there are some products
that are so ingrained into our routines that we can easily forget how helpful or
3
While it’s a rare consumer who anxiously awaits the next purchase of laundry detergent, toothpaste or bath soap, these are
the products that keep a household functional – the unsung heroes of consumer goods.
Basic household goods hold a unique position in the consumer products world. They are relatively inexpensive and regularly
replaced in the household cycle. For consumers, that generally means the decision to purchase is not as permanent or
emotionally charged as, for example, buying a car or a new suit would be.
For consumers, that means they will continuously be faced with the option to switch brands as interests or preferences
change. This report will outline many of the industry changes, brand tactics and social media strategies necessary to
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Household & Personal Care Products
Social Advertising: Bigger spend for greater gain
Every day we are confronted with hundreds of
household products. While consumers seem to feel
advertisements have little effect, brands feel differently.
Report/ Household and Personal Care Products/ 2014
RELATIVE FACTORS INFLUENCING SHOPPERS’ IMPRESSION OF BRANDS
4
In 2013, FMCG and CPG brands
boosted their spend by a considerable
6.8%, giving them a 25% share of the
$557 billion total advertising spend
that year. ( 1)
In Q1 2013, FMCG video ad campaigns
generated almost 8.7 million shares,
representing 25.3% of all shares
globally. (2)
Personal
experience
Package and
logo design
The opportunity for brands to amplify
their products’ experience and public
image abounds within social media.
Word-of-mouth
Of 1,500 shoppers surveyed, 70% say
they’ll share a brand experience on
social media while 80% claim they’ll
favor brands that interact directly. ( 3)
Personalized
offers & contact
Advertisements
MOST IMPORTAnT
SECOnD
THIRD
FOURTH
LEAST IMPORTAnT
Fig.1 data from Path to Purchase Institute / Crossmark / Marketing Werks
(1) Nielsen; (2) Unruly Analytics; (3) P2PI & Crossmark
Household & Personal Care Products
An Evolving Industry/
Despite how established most Household and Personal
Care products are, consumers still demand innovation.
‘Very’ or ‘Somewhat’ IntereSted
In tryIng new ProdUCtS
SECTOR PERCEIVED AS ‘EXTREMELY’
OR ‘VERY’ INNOVATIVE
100
brands they know and trust.
With the best-selling non-food CPG
launches of 2013 demonstrating the
power of promising healthier, worryfree expectations and experiences,
as well as providing low cost options
– innovation is key. In a 2013 report,
three household products achieved
80
40
m
Pe
a
r
d
& son
Be
a
ve l
ra
ge
Fi
na
nc
e
ld
ar
Ph
ho
o
se
&
a
er
Ca
de
ia
ed
te
M
pu
m
Despite this, according to an Ipsos
study, only 34% of global consumers
believe that household product brands
are ‘extremely or very’ innovative.
Fo
o
Fig.2 and Fig.3 data from Ipsos
El
ec
tro
Co
FOOD
HOUSEHOLD
PERSOnAL CARE
ou
0
H
0
out of over 9,500 new launches ( 1) .
Vi
20
r
20
m
40
60
c
60
ni
% GLOBAL CONSUMERS
80
% GLOBAL CONSUMERS
Report/ Household and Personal Care Products/ 2014
100
5
An Ipsos study reports that 86%
of global consumers are ‘very or
somewhat’ interested in trying new
offerings from household product
brands. Consumers are expecting
(1) Ipsos
Household & Personal Care Products
Report/ Household and Personal Care Products/ 2014
An Evolving Industry/ cont...
6
If consumers’ greatest concern is their personal
experience with a product (Fig.1), then Ipsos’ study
draws a clear argument for the importance of innovating
that experience, whether that be through the physical
product or through brand relationships.
User Post/
Dove’s new initiative
regarding beauty is awesome.
to women that they are
beautiful, regardless
of appearance
ways to understand and build stronger relationships with their consumers. FMCG/
CPG brands recognize the huge potential yield that social media data provides.
Twitter/@djkiddchris
building, maintaining and understanding their social media communities.
User Post/
Love this response RT
@armano: File under real time.
Tide responds to Onion
bit.lyLwglhl
Twitter/ @KatieMillerMn
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Household & Personal Care Products
An Evolving Industry/ cont...
Consumers of household products regularly use social
media to express their opinions.
7
Respondents were more likely to
complain about household products
than any other vertical.
50
40
% OF RESPONDENTS
30
20
User Post/
This black ice air freshener
they put in this car STINKS!!!
Smells like a terrible cologne.
10
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l
Tr
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oh ave
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ic
b
Ap
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pl
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Al
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-a
on
n
lI
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Ap
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an
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Br
d
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s
Fig.4 data from ROI Research and Performics
Fo
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so
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r ta
in
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ar
Ph
om
re
/
ec
H
ea
lth
ca
Te
l
ou
se
ho
ld
0
H
Report/ Household and Personal Care Products/ 2014
Consumers WHo use soCial netWorks to express disappointment aBout Brands
Data from a recent survey (1) shows
that 29% of respondents said they
frequently use social networking sites
to express disappointment about a
household purchase, brand or retailer.
Twitter/ @SoulofKiku
(1) Crossmark
Household & Personal Care Products
An Evolving Industry/ cont...
Consumers are more inclined to trust recommendations
than advertisements. Public opinions matter.
8
100
% GLOBAL CONSUMERS
80
This clearly indicates that CPG/FMCG
brands need to be online in order to
monitor the chatter in their industry
and ensure that they’re in the frontline.
60
40
20
hi
p
pr
og
r
d
r
Se
a
ar & o m
ut
ch
re doo
su
lts r
So
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al
ne dio
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tw
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Pr
ks
eM Ad
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lin vid
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Ad
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on
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in
az
ag
M
to
ria
lc
on
ai
ls
s
Em
Ad
Ed
i
s
ap
sp
ew
Fig.5 data from Nielsen
er
te
s
si
eb
Ad
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Br
an
de
d
w
n
io
TV
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op
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lin
On
co
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tio
n
0
Re
Report/ Household and Personal Care Products/ 2014
RELATIVE RANKING OF FACTORS THAT AFFECT SHOPPERS’ IMAGE OF A BRAND
In fact, a nielsen study showed that
84% of global online consumers
always or sometimes take action
from recommendations from people
they know (Fig.5). While CPG brands
continue to spend huge on advertising,
they may not be fully capitalizing on
the influence of social media and
online peer-to-peer interactions.
Brands today need to be able to
respond to all customer-related issues
in order to keep themselves at the
forefront of customer opinion.
Household & Personal Care Products
An Evolving Industry/ cont...
Forrester suggests that the more visible a brand is on
social media, the more likely they’ll be recommended.
CONSUMER LIKELY TO RECOMMEND
BRANDS vs. CONSUMERS
9
6
The perceived
quality of customer
services on social
media channels
4
2
0
A FEW TIMES A yEAR
AT LEAST WEEKLy
consumers have a much higher regard
for brands who have a vocal presence
on social media than those who don’t.
In fact, 56% of those who interact with
a brand through social media feel
more connected to that brand.
8
MENTIONS PER DAY
Report/ Household and Personal Care Products/ 2014
10
Following this trend, research
AT LEAST MOnTHLy
AT LEAST DAILy
Fig.6 data from Forrester Research
82% OF COMPAnIES BELIEVE
THEy PROVIDE SUPERIOR CUSTOMER
SERVICE On SOCIAL MEDIA
90% OF COnSUMERS DISAGREE
The same study also revealed that
when brands provide timely responses,
customers are 50% more likely to buy
from the brand and 71% are likely to
encourage friends to buy the product.
not only do brands need to be present
online but they also need to be behind
the scenes. Brands need to analyze
and understand what’s happening
online in order to really differentiate
themselves in an inundated market.
Household & Personal Care Products
Scope of this Report/
Report/ Household and Personal Care Products/ 2014
These consumer insights and industry developments set the stage for the importance
10
The following report outlines several opportunities for brands selling everyday products to use social media to gain a deeper
understanding of and stronger connection to their customers, in turn raising the bottom line. The analysis is divided into two
sub-sectors of CPG: Household Goods and Personal Care Products. Each sub-sector faces unique challenges, which is
reflected in the ways brands can incorporate social media strategies into their businesses.
Market Research
Influencer Marketing
Campaign Measurement
Reputation Management
Differentiation
Measuring Intent to Purchase
Evaluating a Product Launch
and micro applications for social media analytics.
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Household & Personal Care Products
Household Products/ An introduction
Household products is a mature, well-established and
highly saturated sub-sector of CPG.
Report/ Household and Personal Care Products/ 2014
HouseHold Product conversation across social cHannels
11
73%
17%
4%
2%
2%
2%
Twitter
317,670
Mentions across
all websites by
page type
Fig.7 data from Brandwatch
Forum
news
Facebook
Blog
Other
Many of the brands in the space have
grown ancient by always remaining
young and modern, earning lifelong
customers through consistency and
reliability. yet as shown in Fig.1, the
reputation of household products is
highly contingent upon the consumers’
experiences with them.
Social media presents household
brands with the opportunity to
understand how consumers
experience their products by analyzing
the conversations surrounding them.
Fig.7 exhibits the volume of mentions
across different websites for a
comprehensive list of household
goods. With the immense amount of
social information on Twitter alone, it’s
clear that there is a great opportunity
for brands to listen to their consumers
online that has never before existed.
Household & Personal Care Products
Household Products/ Purex
Brands recognize the value in social conversation and
are discovering unique ways to take advantage of them.
COMPARISON OF LEADING BRANDS ACROSS SOCIAL CHANNELS
12
As an example, in a simple and
effective campaign, Purex capitalized
on social listening capabilities by
identifying and supplying 2,000
influential mothers/bloggers with free
Purex products (1) .
40,000
TOTAL MENTIONS
Report/ Household and Personal Care Products/ 2014
50,000
As we already know, there’s a huge
wealth of social information on Twitter.
Switched-on household brands utilize
this knowledge to their advantage by
targeting key influencers and nurturing
relationships with them to create
positive brand sentiment.
30,000
20,000
10,000
0
Arm & Hammer
TWITTER
Fig.8 data from Brandwatch
Gain
FACEBOOK
Purex
FORUM
BLOG
Tide
nEWS
Other US Brands
The mothers became brand
ambassadors by word-of-mouth and
currently Purex’s laundry detergent
boasts the highest amount of online
conversation among its competitors.
OTHER CHAnnELS
(1) AdWeek
Household & Personal Care Products
Household Products/ Purex cont...
Yet mention volume does not tell the whole story –
not all mentions were created equal.
TWITTER
FACEBOOK
Considering the disparity in age
demographics between Twitter and
the other platforms, Purex is likely
engaging a limited audience.
100
% OF AGE GROUP USING PLATFORM
80
60
40
20
In fact, such a Twitter-heavy social
media presence indicates that those
30+ are largely absent.
60
40
A more diverse allocation of
online presence provides greater
opportunities for the reach and breadth
of consumer interaction.
20
AGE GROUP
Fig.9 data from Pew Research
AGE GROUP
+
65
4
-6
50
9
-4
30
9
-2
+
65
50
-6
9
-4
30
-2
18
4
0
9
0
80
18
% OF AGE GROUP USING PLATFORM
Report/ Household and Personal Care Products/ 2014
100
13
Purex’s online presence is heavily
weighted toward Twitter yet
underperforms Tide on all other
websites.
Household & Personal Care Products
Household Products/ Laundry
The impressive volume of mentions these brands
receive offers immense opportunities for deep listening.
An analysis of laundry-related
mentions reveals the volume of
product types (Fig.10).
14
Brands can use this information
to identify public interest amongst
product types and to evaluate their
presence within each area relative to
their competitors.
120,000
100,000
MENTIONS PER DAY
Report/ Household and Personal Care Products/ 2014
Conversation surrounding speCifiC produCts
80,000
We’re now going to look in detail at
how one brand has used deep social
listening to increase its
and distinguish itself from
their rivals.
60,000
40,000
20,000
0
Detergent Additives
Fig.10 data from Brandwatch
Detergents
Enhancers
Household & Personal Care Products
Social Listening/ Febreze
The ‘Thanks a Million’ campaign gained Febreze an
incredible 32,632 new Facebook fans in just three days.
THE VALUE OF FACEBOOK
CONSUMERS USING BRAND PAGES
15
87%
of respondents ‘Liked’
Facebook brand
pages
% OF RESPONDENTS WHO AGREE
Report/ Household and Personal Care Products/ 2014
100
80
60
40
20
0
Fig.11 data from Lab42
COnSUMERS WHO ‘LIKED’ BRAnDS ALSO SAID
Facebook good for interaction with brand
Brands listen more on Facebook
Feel more connected to brands on Facebook
Facebook better than brand’s own website
can use deep social listening to great
advantage, Febreze customers helped
them realize that their demographic
was extremely responsive when
interacted with on a personal level.
Febreze learned that their target
consumer was incredibly mobile,
with their key demographic visiting
Facebook multiple times a day.
A study (1) revealed that consumers
consider a brand’s Facebook page to
be more valuable than their website,
with 82 percent of respondents
deeming Facebook a good place
to interact with brands. The results
indicated that consumers think
Facebook is the premium place to
connect and communicate with brands.
(1) AdWeek
Household & Personal Care Products
Social Listening/ Utilizing customer insights
Report/ Household and Personal Care Products/ 2014
The Febreze and Ambi Pur brands decided to harness this knowledge and use it to
their advantage.
16
They knew that their
target market was
using Facebook to
interact with brands
and that other CPG
brands such as
Cadbury and Kraft
were leading the way in user engagement on the platform.
CPG brands are increasingly aware that bold moves and
experimentation on social media is the way to engage
consumers and drive sales.
After utilizing this knowledge to their advantage and building
an active community, they hit 1 million global ‘likes’ - not
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gratitude and build good will around the brand that would
cost them as little as possible but would have maximum
impact, as well as prove that they were listening to their
customer base.
Over the course of 32 hours, in a non-stop, live-streamed
room, employees from interns to brand managers were
one million times.
This was a low cost exercise, but a real shining example of
how brands can use social media listening to react to their
customer base and not only show gratitude and increase fan
engagement, but also garner millions of media impressions.
Household & Personal Care Products
Social Listening
demographic and using their preferred method of
communication as a means to reach other customers.
now let’s look at how the social
media team at Tide have built a solid
community by participating with their
followers and fans in a savvy, timesensitive way - proving that response
marketing gets results.
Report/ Household and Personal Care Products/ 2014
17
Febreze and Ambi Pur not only
interacted with their fans directly in
a positive way, but also built on their
already impressive numbers.
They make sure that they are listening
in on the conversations about their
brand, and use those conversations to
their advantage – as proven when they
reacted quickly to a spoof news item
on news satire website The Onion,
cleverly using the online buzz around
the faked article to create some great
sentiment toward their brand.
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Household & Personal Care Products
Reputation Management/ A lesson in speedy response
Report/ Household and Personal Care Products/ 2014
Tide’s quick reaction to a spoof news item on news satire website The Onion
generated priceless customer sentiment toward their brand.
18
The Onion posted an article entitled Hey, Everybody! This
Cool New Tide Detergent Video Is Blowing Up All Over The
Internet!
Fred
Hammond, Director Of Digital Video And Social Media Ad
Integration, Tide Detergent’.
“Have you seen this awesome
new web video from Tide detergent?
Man, it is easily one of the coolest
digital videos I’ve ever seen. It’s no
wonder this clip is blowing up all
over the Internet!”
‘Fred Hammond’
The author goes on to talk
about how this incredibly
popular viral video has
“these cute, funny talking
animals, a cool indierock song, and it’s just so
hilariously random. And it’s
got this amazing cameo
by Bret Michaels, which
is so funny because Bret
Michaels is hilarious and
from the ‘80s.”
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The article was a satirical commentary on the behavior and
online presence of brands and the often poor choices made
by marketers – not necessarily directed at Tide.
So how did Tide react? By actually making the video that
The Onion described and sending it viral. Savvy.
Household & Personal Care Products
Reputation Management/ Turning the tide
While brands need to recognize their online voice is
important – listening to consumers is paramount.
The positive sentiment generated by
the Tide video demonstrated that they
comes to social media – they were
listening when they needed to be.
SENTIMENT SURROUNDING THE TIDE VIDEO
19
They were able to react quickly,
manage their reputation online and
prove that they aren’t just interested
in hard sales - they are interested in
connection and communication with
their customer base.
100
MENTIONS PER DAY
80
60
With Tide’s ‘Pods’ launch being the
most successful non-food CPG launch
of 2013, netting the brand $324.6
million over the course of the year,
there might just be something in it (1) .
40
20
Fig.12 data from Brandwatch
th
14
n
th
Ju
13
n
Ju
n
12
th
th
Ju
11
n
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10
th
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9t
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nEUTRAL
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Ja
7t
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POSITIVE
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Ju
2n
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Ju
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t
0
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Report/ Household and Personal Care Products/ 2014
120
nEGATIVE
(1) Information Resources, Inc.
Brandwatch Report
Household Products/ Key takeaways
Leading household brands have set a strong
precedent for some highly creative social strategies.
Report/ Household and Personal Care Products/ 2014
The Febreze and Tide case studies reveal how effective social media listening,
coupled with creative action, can be leveraged to promote a brand’s image and
relationship with consumers.
Identifying, analyzing and understanding a brand, product or topic’s mention
volume and allocation of presence across social sites helps paint a much more
accurate picture of its positioning in the social landscape. This information can
be used for improving social strategy as well as identifying untapped consumer
interests.
20
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Current challenges:
Gaining a holistic understanding of your brands online presence and the
important, relevant conversations.
Connecting with the target audience and amplifying social voice through
influencers, as Purex did.
Developing and tracking effective strategies to evoke a stronger online presence.
Recommendations for Social Listening.
allocation to maximize potential reach
and information
techniques that can foster creative
advertisements, building directly off
consumers’ voices
and recruiting key influencers
Household & Personal Care Products
Personal Care/ A matter of tastes
For personal care brands, the story is a little different.
Many hygiene, grooming and beauty products are
closely aligned to the individual tastes of consumers.
21
100,000
80,000
TOTAL MENTIONS
Report/ Household and Personal Care Products/ 2014
Volume of ConVersation by brand
Because of this, care products are
far less interchangeable than
household goods.
Consumers generally tend to be
more particular about their choice of
shampoo, toothpaste, body lotion or
beauty products and often stay loyal
to one particular brand for many years.
In a Kantar Worldpanel study, 65% of
survey respondents claimed to buy
the same personal care brands on
each shopping trip.
60,000
40,000
Additionally, personal care consumers
were less influenced by price, the
majority citing quality as the most
important factor (1) .
20,000
0
Dove
Fig.13 data from Brandwatch
Tresemme
neutrogena
Aveeno
St Ives
(1) Kantar Worldpanel
Household & Personal Care Products
Personal Care/ Quality vs. price
Report/ Household and Personal Care Products/ 2014
Moreover, the Personal Care sector also differentiates
from Household Products in terms of the role played by
consumer perceptions of quality.
22
QUALITY
Respondents
Mentioning
Quality or Price
Fig.14 data from Brandwatch
PRICE
62%
38%
An analysis of basic washing products
from a few major brands – Aveeno,
Dove, neutrogena, St. Ives, Sunsilk,
Thermasilk, Tresemmé – reveals that
consumers are much more concerned
with the quality of the product than
with the price (Fig.14).
Personal care brands must recognize
the volume and emotional valence
of the social media conversations
surrounding their products in order to
understand their marketing position.
Household & Personal Care Products
Measuring Intent to Purchase/ Dove Beauty Patches
Report/ Household and Personal Care Products/ 2014
As Fig.13 shows, Dove boasts the strongest marketing
muscle, and their recent Beauty Patches campaign
provides an insight into how they’ve achieved this.
23
4.5 million
15 million
views on youTube
in just two days
global views across all
Social Media channels
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The campaign demonstrates how,
by involving their customers in their
differentiate themselves from other
beauty brands.
For the Beauty Patch campaign,
psychologist and body image specialist
Ann Kearney-Cooke presented ‘real
women’ – not actresses – with the
RB-X patch, a “revolutionary product
developed to enhance the way women
perceive their own beauty.”
The women were asked to keep a video
diary for two weeks chronicling any
changes they felt. The patches turned
out to be placebo patches - but the
video diary results showed that the
women felt a real, positive change in
the way they viewed their own beauty.
Household & Personal Care Products
Measuring Intent to Purchase/ Dove Beauty Patches
Let’s take a closer look at the analysis of brand mentions
collected during the Dove Beauty Patches campaign.
Positive Mentions of Dove BranD
24
2,000
MENTIONS PER DAY
Let’s delve even further. How can
we tell that the campaign is not only
creating great brand sentiment, but
actually creating intent to purchase,
therefore driving sales?
1,500
1,000
500
Fig.15 data from Brandwatch
th
ay
M
ay
M
10
3r
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h
r2
Ap
9t
r1
Ap
6t
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Ap
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r5
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ar
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ar
22
29
nd
th
M
ar
15
8t
ar
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ar
1s
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t
0
M
Report/ Household and Personal Care Products/ 2014
2,500
The data reveals an increase of over
four times the positive mentions of
Dove during its launch. Furthermore,
the campaign’s buzz trailed off slowly
and successfully sustained higher
levels of conversation in the weeks
following release.
By creating a complex query string
that listens only to the mentions that
imply the intention to purchase within
them, we can clearly see here that not
only did the Beauty Patches campaign
create positive conversations around
the brand, but it also drove customers
to go out and buy Dove products.
Household & Personal Care Products
Campaign Measurement/ Relevance
As we’ve just seen, social media activity can provide
real, tangible evidence of marketing and PR efforts.
User Post/
Report/ Household and Personal Care Products/ 2014
User Post/
25
IN LOVE with #Dove’s
Beauty Campaign!!!
Twitter/ @ORIGInALxCAnDy
Self perception -vHow others see you
Dove Real Beauty
Sketches - this is really
interesting #Beauty
#Art
Twitter/ @LadyBond
User Post/
BAM - Dove does it
again! WATCH! #BEAUTY
#TRUTH #dovepatches
youtube.com/watch?
v=EGDMXv...
Twitter/ @MegMB4444
User Post/
the Dove beauty patch
is so so wonderful I love
dove they’re lovely
Twitter/ @CUDDLyLOVATOS
Brands can use social media
monitoring tools to not only monitor
whether a campaign is creating an
intent to purchase, but also to check
to see how relevant to the campaign
the conversations surrounding their
brand are.
By creating a query to see exactly what
people are saying about a particular
campaign, brands have the ability to
target the exact conversations that
are pertinent rather than having to sift
through thousands of mentions.
Household & Personal Care Products
Breaking Out of a Saturated Market/
Before brands can distinguish their product as a market
Consumer Interests In toothpaste Brands
26
7,000
Crest sits at the vanguard of social
conversation and is contested only by
Colgate. As expected, the two brands
are at the forefront of the biggest
toothpaste conversation: Whiteness.
6,000
TOTAL MENTIONS
Report/ Household and Personal Care Products/ 2014
8,000
Fig.17 captures social media data
to analyze interest in toothpastes
for four key categories across six
brands. Whiteness is by far the most
discussed topic, distantly followed
by Health and Sensitivity, while Taste
appears to be of less concern.
5,000
4,000
3,000
2,000
1,000
0
Whiteness
Sensitivity
Taste
SEnSODynE
REMBRAnDT
CREST
COLGATE
ARM & HAMMER
AQUAFRESH
Fig.17 data from Brandwatch
Health
yet within the smaller conversations,
Crest successfully targets Health
while Colgate holds a close lead
in Sensitivity. Market research
through social media sheds light
on both a product’s positioning as
well as which interests or voids are
underrepresented.
Household & Personal Care Products
Breaking Out of a Saturated Market/ cont...
Sensodyne and Arm & Hammer compete for the smaller
conversations surrounding Sensitivity and Health.
Consumer Interests In toothpaste Brands
As depicted in our graph, Sensodyne
and Arm & Hammer are vying for the
more niche interests, but as whitening
is still the greatest conversation for
both brands, they are not entirely
embodying those niches.
350
ALL TOPIC MENTIONS
Report/ Household and Personal Care Products/ 2014
400
27
As we have previously mentioned,
differentiation is paramount when
competing in such saturated and well
established markets.
300
250
200
150
100
50
0
Whiteness
Sensitivity
SEnSODynE
ARM & HAMMER
Fig.18 data from Brandwatch
Taste
REMBRAnDT
AQUAFRESH
Health
Household & Personal Care Products
Social Insight/ Product development
Report/ Household and Personal Care Products/ 2014
There are few brands that wield the same
level of marketing prowess as Old Spice.
28
In February of 2010, when the brand
released a new campaign for their
Smell Like a Man, Man product, they
quickly asserted themselves as an
advertising powerhouse.
Continually producing distinctive
content, since then Old Spice has embodied the idea of
differentiation in a saturated market and has consistently
The release of their recent Re-fresh Body Spray has thus
far only followed suit with the brand’s history of success.
Book a demo with us brandwatch.com/demo
Household & Personal Care Products
Social Insight/ Product development cont...
The Re-fresh Body Spray campaign release was
coupled with a campaign to Scent Responsibly.
CONVERSATIONS SURROUNDING THE RE-FRESH PRODUCT LAUNCH
29
35,000
30,000
MENTIONS PER DAY
As our graph reveals, the product
launch
with 69,909 mentions following the
25,000
20,000
15,000
10,000
5,000
c
31
Ja st
n
Ja 1st
n
2
Ja nd
n
3
Ja rd
n
4
Ja th
n
5
Ja th
n
6
Ja th
n
7
Ja th
n
8
Ja th
n
Ja 9th
n
1
Ja 0th
n
1
Ja 1th
n
1
Ja 2th
n
1
Ja 3th
n
1
Ja 4th
n
1
Ja 5th
n
1
Ja 6th
n
1
Ja 7th
n
1
Ja 8th
n
1
Ja 9th
n
2
Ja 0th
n
21
st
0
Furthermore, 6,714 mentions were
directly discussing the product, as
opposed to conversation surrounding
the advertisements. In this form of
analysis, brands can understand how
much buzz is directed toward the
brand or advertisement and how
much conversation is targeted at the
actual product.
De
Report/ Household and Personal Care Products/ 2014
40,000
This followed a spike in Twitter
mentions of “too much Axe Body
Spray” in December that related to a
PBS newsHour article on the issue.
It transpired to be an astute
strategic move.
Fig.19 data from Brandwatch
(1) Lane
Household & Personal Care Products
Social Insight/ Product development cont...
Old Spice has already proved itself quite adept at
generating buzz around their products.
CONVERSATION TOPICS SURROUNDING OLD SPICE
Analysis of the conversations
surrounding the brand substantiates
these claims, showing that Old Spice
campaigns are the leading topic
among consumers.
10,000
While the advertisements generally
convey little information about the
8,000
MENTIONS
Report/ Household and Personal Care Products/ 2014
12,000
30
Indeed, their innovative and compelling
advertising efforts have already earned
them plaudits across the sector.
6,000
a humorous social message that
consumers both connect with and
feel comfortable promoting on their
personal accounts – a tactic that has
proven very successful for Old Spice.
4,000
2,000
0
Advertising
Fig.20 data from Brandwatch
Quality
Value
Brandwatch Report
Personal Care/ Key takeaways
Report/ Household and Personal Care Products/ 2014
Personal care brands represent some of the boldest
and most successful advertisement campaigns, but
may not all be capitalizing on the full offerings of
in-depth social analytics.
31
The vast amount of conversation data now available for personal care brands to
access allows for some important new opportunities. It’s clear that in the
personal care sub-sector, understanding the public’s interests, whether they be
For brands, social media can be, among other things, an excellent resource in
market research, developing advertising ideas and tracking campaigns.
Current challenges:
among them as evidenced in the toothpaste interests
Accurately tracking the performance of campaigns as Dove did, narrowing in on
Using expert social listening to discover conversations that help differentiate
your product, as Old Spice’s Re-Fresh Body Spray
Book a demo with us brandwatch.com/demo
Recommendations for Social Listening.
respond to customers and create a
real, personal experience – something
that’s proven to be highly important
for FMCG/CPG consumers
innovative marketing choices and
differentiate your brand from the
competition
gain deeper understanding of the
performance of each marketing
initiative in context
Household & Personal Care Products
Implementing the Right Technology/
Report/ Household and Personal Care Products/ 2014
Listening platforms like Brandwatch are engineered to allow organizations to harness
the power of online conversation data to enhance their business functions.
32
Instantly obtain clean and accurate data from
conversations happening across the web with the ability to
separate and analyze data by authors, websites, networks
and customizable rules.
Perform in-depth market research to uncover the
competitive landscape through the public’s
natural conversations and discover untapped or
underrepresented interests.
Use advanced
techniques to
recruit brand ambassadors and bring products, brands or
ideas to the center of conversation.
Monitor a brand’s reputation, campaign performance
or product launch in real time to grow more vigilant and
responsive to consumer opinion through email alerting
tools and automatic sentiment analysis.
Understand the consumer landscape within the Household
Goods & Personal Care Products sub-sectors and how
to connect with the widest possible audience as well as
Book a demo with us brandwatch.com/demo
Use Brandwatch’s social data in more places, for more
purposes, by taking advantage of our partnerships and
integrations with leading technologies like HootSuite,
Spredfast and Clarabridge.
Brandwatch Report
Household & Personal
Care Products/ 2014
Thank You
Report/ Household and Personal Care Products/ 2014
What should hopefully be clear having read this report is that for those
operating anywhere in this sector, there is a major opportunity for capitalizing
upon the changes in consumer behavior that the 21st century has brought.
33
Please do get in touch or request a demo for more detailed, custom advice
on advancing your listening program. you can also jump directly to our demo
page at www.brandwatch.com/demo
About Brandwatch
Brandwatch is one of the world’s leading social media monitoring and analytics platforms.
Its technology gathers millions of online conversations every day and provides clients
with the tools to analyze them, enabling brands and agencies to make smarter,
data-driven business decisions.
The company has won awards for its technology and renowned corporate culture, and
regularly wins accolades for its impressive growth. The Brandwatch platform is used by
over 1,000 brands and agencies
Whirlpool, Pepsico, British Airways, Papa John’s, and Dell.
Book a demo with us brandwatch.com/demo
Contact Us
[email protected]
twitter.com/brandwatch
facebook.com/brandwatch
linkedin.com/brandwatch
US: +1 212 229 2240
UK: +44 (0) 1273 234 290
Germany: +49 (0) 711 912 44 159
Household & Personal Care Products
References/ Works cited
Building Stronger Consumer Relationships on Social. 2014.
Report/ Household and Personal Care Products/ 2014
Engaged Social Followers Are your
Best Customers: How Marketers Can
34
Information Resources, Inc. 2013 new Product Pacesetters. 2013.
Information Resources, Inc. Most Successful new CPG Brands.
2013.
Klara, Robert. The Art of Making a Budget Brand Top-Shelf in Less
than Three years. October 25, 2011.
Lab42. Like Us! 2012.
Oracle RightNow 2011 Customer Experience Impact Report. 2011.
Book a demo with us brandwatch.com/demo
Lane, Sam. PBS news Hour. Axe Body Spray May be on the
Chopping Block in Pennsylvania Schools. December, 2013.
Pew Research Center. Social Media Update 2013. December, 2013.
ROI Research and Performics. Household Products Most Likely to
Get Disappointing Socnet Comments. April, 2011.
Smyth, Pádraig; Wu, Guangyu & Greene, Derek. The Path to Path
Institute, Watercross & Marketing Werks. Experiential Marketing:
Can it be Localized, Personalized and Affordably Scaled Up? 2014.
Unruly Analytics. Social Video Ad Shares, by Vertical. 2013.