Brandwatch Report/ Household &Personal Care Products an Industry Analysis Through the Lens of Social Media

Report/ Household and Personal Care Products/ 2014 Brandwatch Report/ Household &Personal Care Products An industry analysis through the lens of social media. social of lens the through analysis industry An / 2014 2 Report/ Household and Personal Care Products/ 2014 “

Brandwatch Report Care Products Household & Personal Why read this? Seth Godin the price,thenpriceisdiscussion,notitemitself. is about care to got we’ve that all If them. to matters product this about nothing that respond I customers, to matters that thing only the is price that me tell you If Book a demowith us clear relevance toconsumers. of social media by maintaining strong relationships and how everyday household brands can take full advantage is rapidly evolving. The following report will shed light on society, the relationship between brands and consumers As social media creates an increasingly interconnected –author, entrepreneur and marketer brandwatch.com/demo / 2014

” Contents

34 32 21 11 10 5 4 3

References Technology Right the Implementing Care Personal Household Products Report this of Scope An Evolving Industry Advertising Social Primer An Industry Household & Personal Care Products An Industry Primer

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

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 / 2014 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 Report/ Household and Personal Care Products Report/ Care Household and Personal 3 Book a demo with us brandwatch.com/demo Household & Personal Care Products Social Advertising: Bigger spend for greater gain

Every day we are confronted with hundreds of In 2013, FMCG and CPG brands household products. While consumers seem to feel boosted their spend by a considerable 6.8%, giving them a 25% share of the advertisements have little effect, brands feel differently. $557 billion total advertising spend that year. (1) RELATIVE FACTORS INFLUENCING SHOPPERS’ IMPRESSION OF BRANDS In Q1 2013, FMCG video ad campaigns generated almost 8.7 million shares, Personal / 2014 experience representing 25.3% of all shares globally. (2) 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

Personalized they’ll share a brand experience on offers & contact social media while 80% claim they’ll favor brands that interact directly. (3) Advertisements

MOST IMPORTAnT SECOnD THIRD FOURTH LEAST IMPORTAnT Report/ Household and Personal Care Products Report/ Care Household and Personal

4 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 An Ipsos study reports that 86% Care products are, consumers still demand innovation. of global consumers are ‘very or somewhat’ interested in trying new

‘Very’ or ‘Somewhat’ IntereSted SECTOR PERCEIVED AS ‘EXTREMELY’ offerings from household product In tryIng new ProdUCtS OR ‘VERY’ INNOVATIVE brands. Consumers are expecting 100 100 brands they know and trust.

/ 2014 80 80 With the best-selling non-food CPG launches of 2013 demonstrating the power of promising healthier, worry- 60 60 free expectations and experiences, as well as providing low cost options 40 40 – innovation is key. In a 2013 report, three household products achieved % GLOBAL CONSUMERS % GLOBAL CONSUMERS % GLOBAL 20 20 out of over 9,500 new launches (1). Despite this, according to an Ipsos 0 0 study, only 34% of global consumers FOOD HOUSEHOLD believe that household product brands PERSOnAL CARE PharmaPersonal Finance Computer Household are ‘extremely or very’ innovative. Report/ Household and Personal Care Products Report/ Care Household and Personal ElectronicCamera Media & Video Food & Beverage 5 Fig.2 and Fig.3 data from Ipsos (1) Ipsos Household & Personal Care Products An Evolving Industry/ cont...

If consumers’ greatest concern is their personal experience with a product (Fig.1), then Ipsos’ study User Post/ Dove’s new initiative draws a clear argument for the importance of innovating regarding beauty is awesome. that experience, whether that be through the physical to women that they are product or through brand relationships. beautiful, regardless of appearance / 2014 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

Report/ Household and Personal Care Products Report/ Care Household and Personal Twitter/ @KatieMillerMn 6 Book a demo with us brandwatch.com/demo Household & Personal Care Products An Evolving Industry/ cont...

Consumers of household products regularly use social Data from a recent survey (1) shows media to express their opinions. that 29% of respondents said they frequently use social networking sites to express disappointment about a Consumers WHo use soCial netWorks to express disappointment aBout Brands household purchase, brand or retailer.

50 Respondents were more likely to complain about household products

/ 2014 40 than any other vertical.

20 User Post/

% OF RESPONDENTS This black ice air freshener 10 they put in this car STINKS!!! Smells like a terrible cologne.

ews Travel n Apparel Telecoms Household ElectronicsRestaurantAutomotive Appliances Food Brands Entertainment Personal Care Sports related Alcoholic bev. Educational Inst. on-alcoholic bev. Financial Services n Magazine & Twitter/ @SoulofKiku Healthcare/Pharma Report/ Household and Personal Care Products Report/ Care Household and Personal

7 Fig.4 data from ROI Research and Performics (1) Crossmark Household & Personal Care Products An Evolving Industry/ cont...

Consumers are more inclined to trust recommendations In fact, a nielsen study showed that than advertisements. Public opinions matter. 84% of global online consumers always or sometimes take action from recommendations from people RELATIVE RANKING OF FACTORS THAT AFFECT SHOPPERS’ IMAGE OF A BRAND they know (Fig.5). While CPG brands continue to spend huge on advertising, 100 they may not be fully capitalizing on the influence of social media and / 2014 80 online peer-to-peer interactions.

60 This clearly indicates that CPG/FMCG brands need to be online in order to

40 monitor the chatter in their industry and ensure that they’re in the frontline.

% GLOBAL CONSUMERS % GLOBAL 20 Brands today need to be able to respond to all customer-related issues 0 in order to keep themselves at the forefront of customer opinion. TV Ads Emails Radio Ads TV program Online video Mobile Ads Online opinion ewspaper Ads Magazine Ads Pre-Movie AdsOnline banners n Editorial content Mobile text Ads Recommendation Branded websites Brand sponsorshipBillboardSearch & outdoor results Ads Social networks Ads Report/ Household and Personal Care Products Report/ Care Household and Personal 8 Fig.5 data from Nielsen Household & Personal Care Products An Evolving Industry/ cont...

Forrester suggests that the more visible a brand is on Following this trend, research social media, the more likely they’ll be recommended. consumers have a much higher regard CONSUMER LIKELY TO RECOMMEND BRANDS vs. CONSUMERS for brands who have a vocal presence on social media than those who don’t. 10 In fact, 56% of those who interact with a brand through social media feel 8 / 2014 more connected to that brand. The same study also revealed that 6 The perceived when brands provide timely responses, quality of customer customers are 50% more likely to buy services on social 4 media channels from the brand and 71% are likely to

MENTIONS PER DAY MENTIONS encourage friends to buy the product.

2 not only do brands need to be present online but they also need to be behind the scenes. Brands need to analyze 0 and understand what’s happening A FEW TIMES A yEAR AT LEAST MOnTHLy 82% OF COMPAnIES BELIEVE online in order to really differentiate AT LEAST WEEKLy AT LEAST DAILy THEy PROVIDE SUPERIOR CUSTOMER themselves in an inundated market. SERVICE On SOCIAL MEDIA

Report/ Household and Personal Care Products Report/ Care Household and Personal 90% OF COnSUMERS DISAGREE 9 Fig.6 data from Forrester Research Household & Personal Care Products Scope of this Report/

These consumer insights and industry developments set the stage for the importance

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.

/ 2014 Market Research Influencer Marketing Campaign Measurement Reputation Management Differentiation Measuring Intent to Purchase Evaluating a Product Launch and micro applications for social media analytics. Report/ Household and Personal Care Products Report/ Care Household and Personal 10 Book a demo with us brandwatch.com/demo Household & Personal Care Products Household Products/ An introduction

Household products is a mature, well-established and Many of the brands in the space have highly saturated sub-sector of CPG. grown ancient by always remaining young and modern, earning lifelong

HouseHold Product conversation across social cHannels customers through consistency and reliability. yet as shown in Fig.1, the reputation of household products is % % 73 17 highly contingent upon the consumers’ Twitter Facebook experiences with them. / 2014

% % Social media presents household 4 2 brands with the opportunity to Forum Blog understand how consumers experience their products by analyzing 317,670 % % Mentions across 2 2 the conversations surrounding them. all websites by news Other page type 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

Report/ Household and Personal Care Products Report/ Care Household and Personal online that has never before existed. 11 Fig.7 data from Brandwatch Household & Personal Care Products Household Products/ Purex

Brands recognize the value in social conversation and As we already know, there’s a huge are discovering unique ways to take advantage of them. wealth of social information on Twitter. Switched-on household brands utilize this knowledge to their advantage by COMPARISON OF LEADING BRANDS ACROSS SOCIAL CHANNELS targeting key influencers and nurturing 50,000 relationships with them to create positive brand sentiment.

/ 2014 40,000 As an example, in a simple and effective campaign, Purex capitalized on social listening capabilities by 30,000 identifying and supplying 2,000 influential mothers/bloggers with free (1) 20,000 Purex products .

TOTAL MENTIONS The mothers became brand

10,000 ambassadors by word-of-mouth and currently Purex’s laundry detergent boasts the highest amount of online 0 conversation among its competitors. Arm & Hammer Gain Purex Tide Other US Brands TWITTER FACEBOOK FORUM BLOG nEWS OTHER CHAnnELS Report/ Household and Personal Care Products Report/ Care Household and Personal

12 Fig.8 data from Brandwatch (1) AdWeek Household & Personal Care Products Household Products/ Purex cont...

Yet mention volume does not tell the whole story – Purex’s online presence is heavily not all mentions were created equal. weighted toward Twitter yet underperforms Tide on all other TWITTER FACEBOOK websites.

100 100 Considering the disparity in age demographics between Twitter and the other platforms, Purex is likely 80 80 / 2014 engaging a limited audience. In fact, such a Twitter-heavy social 60 60 media presence indicates that those 30+ are largely absent. 40 40 A more diverse allocation of online presence provides greater

20 20 opportunities for the reach and breadth % OF AGE GROUP USING PLATFORM % OF AGE GROUP USING PLATFORM of consumer interaction.

0 0

65+ 65+ 18-29 30-49 50-64 18-29 30-49 50-64

AGE GROUP AGE GROUP Report/ Household and Personal Care Products Report/ Care Household and Personal 13 Fig.9 data from Pew Research Household & Personal Care Products Household Products/ Laundry

The impressive volume of mentions these brands An analysis of laundry-related receive offers immense opportunities for deep listening. mentions reveals the volume of product types (Fig.10). Conversation surrounding speCifiC produCts Brands can use this information 120,000 to identify public interest amongst product types and to evaluate their

/ 2014 100,000 presence within each area relative to their competitors. 80,000 We’re now going to look in detail at how one brand has used deep social 60,000 listening to increase its and distinguish itself from 40,000 their rivals. MENTIONS PER DAY MENTIONS

20,000

0 Detergent Additives Detergents Enhancers

Report/ Household and Personal Care Products Report/ Care Household and Personal 14 Fig.10 data from Brandwatch 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. can use deep social listening to great advantage, Febreze customers helped THE VALUE OF FACEBOOK CONSUMERS USING BRAND PAGES them realize that their demographic was extremely responsive when 100 interacted with on a personal level. Febreze learned that their target 80 / 2014 consumer was incredibly mobile, with their key demographic visiting 60 Facebook multiple times a day. % A study (1) revealed that consumers 87 40 consider a brand’s Facebook page to of respondents ‘Liked’ Facebook brand be more valuable than their website, pages with 82 percent of respondents 20

% OF RESPONDENTS WHO AGREE deeming Facebook a good place to interact with brands. The results indicated that consumers think 0 COnSUMERS WHO ‘LIKED’ BRAnDS ALSO SAID Facebook is the premium place to Facebook good for interaction with brand connect and communicate with brands. Brands listen more on Facebook Report/ Household and Personal Care Products Report/ Care Household and Personal Feel more connected to brands on Facebook Facebook better than brand’s own website 15 Fig.11 data from Lab42 (1) AdWeek Household & Personal Care Products Social Listening/ Utilizing customer insights

The Febreze and Ambi Pur brands decided to harness this knowledge and use it to their advantage.

They knew that their gratitude and build good will around the brand that would target market was cost them as little as possible but would have maximum using Facebook to impact, as well as prove that they were listening to their interact with brands customer base. and that other CPG / 2014 Over the course of 32 hours, in a non-stop, live-streamed brands such as room, employees from interns to brand managers were Cadbury and Kraft were leading the way in user engagement on the platform. one million times. CPG brands are increasingly aware that bold moves and This was a low cost exercise, but a real shining example of experimentation on social media is the way to engage how brands can use social media listening to react to their consumers and drive sales. customer base and not only show gratitude and increase fan After utilizing this knowledge to their advantage and building engagement, but also garner millions of media impressions. an active community, they hit 1 million global ‘likes’ - not Report/ Household and Personal Care Products Report/ Care Household and Personal 16 Book a demo with us brandwatch.com/demo Household & Personal Care Products Social Listening

Febreze and Ambi Pur not only demographic and using their preferred method of interacted with their fans directly in a positive way, but also built on their communication as a means to reach other customers. already impressive numbers. now let’s look at how the social media team at Tide have built a solid community by participating with their

/ 2014 followers and fans in a savvy, time- sensitive way - proving that response marketing gets results. 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. Report/ Household and Personal Care Products Report/ Care Household and Personal 17 Book a demo with us brandwatch.com/demo Household & Personal Care Products Reputation Management/ A lesson in speedy response

Tide’s quick reaction to a spoof news item on news satire website The Onion generated priceless customer sentiment toward their brand.

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’. / 2014 The author goes on to talk about how this incredibly popular viral video has “Have you seen this awesome “these cute, funny talking The article was a satirical commentary on the behavior and new web video from Tide detergent? animals, a cool indie- online presence of brands and the often poor choices made Man, it is easily one of the coolest digital videos I’ve ever seen. It’s no rock song, and it’s just so by marketers – not necessarily directed at Tide. wonder this clip is blowing up all hilariously random. And it’s So how did Tide react? By actually making the video that over the Internet!” got this amazing cameo The Onion described and sending it viral. Savvy. ‘Fred Hammond’ by Bret Michaels, which is so funny because Bret Michaels is hilarious and from the ‘80s.” Report/ Household and Personal Care Products Report/ Care Household and Personal 18 Book a demo with us brandwatch.com/demo Household & Personal Care Products Reputation Management/ Turning the tide

While brands need to recognize their online voice is The positive sentiment generated by important – listening to consumers is paramount. the Tide video demonstrated that they SENTIMENT SURROUNDING THE TIDE VIDEO comes to social media – they were listening when they needed to be. 120 They were able to react quickly, manage their reputation online and 100 / 2014 prove that they aren’t just interested in hard sales - they are interested in 80 connection and communication with their customer base. 60 With Tide’s ‘Pods’ launch being the

40 most successful non-food CPG launch MENTIONS PER DAY MENTIONS of 2013, netting the brand $324.6 million over the course of the year, 20 there might just be something in it (1).

Jun 1st Jun 3rd Jun 4th Jun 5th Jun 6th Jun 7th Jan 8th Jun 9th Jun 2nd Jun 10th Jun 11th Jun 12th Jun 13th Jun 14th

Report/ Household and Personal Care Products Report/ Care Household and Personal POSITIVE nEUTRAL nEGATIVE 19 Fig.12 data from Brandwatch (1) Information Resources, Inc. Brandwatch Report Household Products/ Key takeaways

Leading household brands have set a strong Recommendations for Social Listening. precedent for some highly creative social strategies. allocation to maximize potential reach The Febreze and Tide case studies reveal how effective social media listening, and information coupled with creative action, can be leveraged to promote a brand’s image and relationship with consumers. techniques that can foster creative Identifying, analyzing and understanding a brand, product or topic’s mention advertisements, building directly off / 2014 volume and allocation of presence across social sites helps paint a much more consumers’ voices accurate picture of its positioning in the social landscape. This information can be used for improving social strategy as well as identifying untapped consumer and recruiting key influencers interests. 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. Report/ Household and Personal Care Products Report/ Care Household and Personal 20 Book a demo with us brandwatch.com/demo Household & Personal Care Products Personal Care/ A matter of tastes

For personal care brands, the story is a little different. Because of this, care products are Many hygiene, grooming and beauty products are far less interchangeable than closely aligned to the individual tastes of consumers. household goods. Consumers generally tend to be Volume of ConVersation by brand more particular about their choice of shampoo, toothpaste, body lotion or 100,000 beauty products and often stay loyal

/ 2014 to one particular brand for many years. 80,000 In a Kantar Worldpanel study, 65% of survey respondents claimed to buy 60,000 the same personal care brands on each shopping trip. 40,000 Additionally, personal care consumers TOTAL MENTIONS were less influenced by price, the 20,000 majority citing quality as the most important factor (1).

0 Dove Tresemme neutrogena Aveeno St Ives Report/ Household and Personal Care Products Report/ Care Household and Personal

21 Fig.13 data from Brandwatch (1) Kantar Worldpanel Household & Personal Care Products Personal Care/ Quality vs. price

Moreover, the Personal Care sector also differentiates An analysis of basic washing products from Household Products in terms of the role played by from a few major brands – Aveeno, Dove, neutrogena, St. Ives, Sunsilk, consumer perceptions of quality. Thermasilk, Tresemmé – reveals that consumers are much more concerned with the quality of the product than % with the price (Fig.14). QUALITY 62 / 2014 Personal care brands must recognize the volume and emotional valence of the social media conversations Respondents % surrounding their products in order to Mentioning PRICE understand their marketing position. Quality or Price 38 Report/ Household and Personal Care Products Report/ Care Household and Personal 22 Fig.14 data from Brandwatch Household & Personal Care Products Measuring Intent to Purchase/ Dove Beauty Patches

As Fig.13 shows, Dove boasts the strongest marketing The campaign demonstrates how, muscle, and their recent Beauty Patches campaign by involving their customers in their provides an insight into how they’ve achieved this. differentiate themselves from other beauty brands. For the Beauty Patch campaign, psychologist and body image specialist

/ 2014 Ann Kearney-Cooke presented ‘real women’ – not actresses – with the RB-X patch, a “revolutionary product developed to enhance the way women 4.5 million 15 million perceive their own beauty.” views on youTube global views across all The women were asked to keep a video in just two days Social Media channels 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. Report/ Household and Personal Care Products Report/ Care Household and Personal 23 Book a demo with us brandwatch.com/demo Household & Personal Care Products Measuring Intent to Purchase/ Dove Beauty Patches

Let’s take a closer look at the analysis of brand mentions The data reveals an increase of over collected during the Dove Beauty Patches campaign. four times the positive mentions of Dove during its launch. Furthermore,

Positive Mentions of Dove BranD the campaign’s buzz trailed off slowly and successfully sustained higher 2,500 levels of conversation in the weeks following release.

/ 2014 2,000 Let’s delve even further. How can we tell that the campaign is not only creating great brand sentiment, but 1,500 actually creating intent to purchase, therefore driving sales? 1,000 By creating a complex query string MENTIONS PER DAY MENTIONS that listens only to the mentions that 500 imply the intention to purchase within them, we can clearly see here that not only did the Beauty Patches campaign 0 create positive conversations around the brand, but it also drove customers Apr 5th Mar 1st Mar 8th Apr 12th May 3rd Mar 15th Mar 22nd Mar 29th Apr 19th Apr 26th May 10th to go out and buy Dove products. Report/ Household and Personal Care Products Report/ Care Household and Personal 24 Fig.15 data from Brandwatch Household & Personal Care Products Campaign Measurement/ Relevance

As we’ve just seen, social media activity can provide Brands can use social media real, tangible evidence of marketing and PR efforts. monitoring tools to not only monitor whether a campaign is creating an intent to purchase, but also to check User Post/ to see how relevant to the campaign Self perception -v- User Post/ How others see you the conversations surrounding their IN LOVE with #Dove’s Dove Real Beauty brand are. Beauty Campaign!!! Sketches - this is really

/ 2014 interesting #Beauty By creating a query to see exactly what #Art people are saying about a particular campaign, brands have the ability to target the exact conversations that Twitter/ @ORIGInALxCAnDy Twitter/ @LadyBond are pertinent rather than having to sift through thousands of mentions.

User Post/ BAM - Dove does it User Post/ again! WATCH! #BEAUTY the Dove beauty patch #TRUTH #dovepatches is so so wonderful I love youtube.com/watch? dove they’re lovely v=EGDMXv...

Report/ Household and Personal Care Products Report/ Care Household and Personal Twitter/ @MegMB4444 Twitter/ @CUDDLyLOVATOS 25 Household & Personal Care Products Breaking Out of a Saturated Market/

Before brands can distinguish their product as a market Fig.17 captures social media data to analyze interest in toothpastes for four key categories across six Consumer Interests In toothpaste Brands brands. Whiteness is by far the most discussed topic, distantly followed 8,000 by Health and Sensitivity, while Taste appears to be of less concern. 7,000

/ 2014 Crest sits at the vanguard of social 6,000 conversation and is contested only by 5,000 Colgate. As expected, the two brands are at the forefront of the biggest 4,000 toothpaste conversation: Whiteness.

3,000

TOTAL MENTIONS yet within the smaller conversations, Crest successfully targets Health 2,000 while Colgate holds a close lead 1,000 in Sensitivity. Market research through social media sheds light 0 Whiteness Sensitivity Taste Health on both a product’s positioning as well as which interests or voids are SEnSODynE REMBRAnDT CREST underrepresented. COLGATE ARM & HAMMER AQUAFRESH Report/ Household and Personal Care Products Report/ Care Household and Personal 26 Fig.17 data from Brandwatch Household & Personal Care Products Breaking Out of a Saturated Market/ cont...

Sensodyne and Arm & Hammer compete for the smaller As we have previously mentioned, conversations surrounding Sensitivity and Health. differentiation is paramount when competing in such saturated and well Consumer Interests In toothpaste Brands established markets.

400 As depicted in our graph, Sensodyne and Arm & Hammer are vying for the 350 more niche interests, but as whitening

/ 2014 is still the greatest conversation for 300 both brands, they are not entirely 250 embodying those niches.

200

150 ALL TOPIC MENTIONS ALL TOPIC 100

0 Whiteness Sensitivity Taste Health SEnSODynE REMBRAnDT ARM & HAMMER AQUAFRESH

Report/ Household and Personal Care Products Report/ Care Household and Personal 27 Fig.18 data from Brandwatch Household & Personal Care Products Social Insight/ Product development

There are few brands that wield the same level of marketing prowess as Old Spice.

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. / 2014 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. Report/ Household and Personal Care Products Report/ Care Household and Personal 28 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 This followed a spike in Twitter coupled with a campaign to Scent Responsibly. mentions of “too much Axe Body Spray” in December that related to a CONVERSATIONS SURROUNDING THE RE-FRESH PRODUCT LAUNCH PBS newsHour article on the issue. It transpired to be an astute 40,000 strategic move.

35,000 As our graph reveals, the product

/ 2014 launch 30,000 with 69,909 mentions following the 25,000

20,000 Furthermore, 6,714 mentions were directly discussing the product, as 15,000 opposed to conversation surrounding MENTIONS PER DAY MENTIONS the advertisements. In this form of 10,000 analysis, brands can understand how 5,000 much buzz is directed toward the brand or advertisement and how 0 much conversation is targeted at the actual product. Jan 1st Jan 3rdJan 4thJan 5thJan 6thJan 7thJan 8thJan 9th Dec 31st Jan 2nd Jan 10thJan 11thJan 12thJan 13thJan 14thJan 15thJan 16thJan 17thJan 18thJan 19thJan 20thJan 21st Report/ Household and Personal Care Products Report/ Care Household and Personal

29 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 Indeed, their innovative and compelling generating buzz around their products. advertising efforts have already earned them plaudits across the sector. CONVERSATION TOPICS SURROUNDING OLD SPICE Analysis of the conversations

12,000 surrounding the brand substantiates these claims, showing that Old Spice campaigns are the leading topic 10,000 / 2014 among consumers.

8,000 While the advertisements generally convey little information about the 6,000 a humorous social message that MENTIONS 4,000 consumers both connect with and feel comfortable promoting on their personal accounts – a tactic that has 2,000 proven very successful for Old Spice.

0 Advertising Quality Value Report/ Household and Personal Care Products Report/ Care Household and Personal 30 Fig.20 data from Brandwatch Brandwatch Report Personal Care/ Key takeaways

Personal care brands represent some of the boldest Recommendations for Social Listening. and most successful advertisement campaigns, but may not all be capitalizing on the full offerings of respond to customers and create a in-depth social analytics. real, personal experience – something that’s proven to be highly important The vast amount of conversation data now available for personal care brands to for FMCG/CPG consumers access allows for some important new opportunities. It’s clear that in the / 2014 personal care sub-sector, understanding the public’s interests, whether they be innovative marketing choices and differentiate your brand from the For brands, social media can be, among other things, an excellent resource in competition market research, developing advertising ideas and tracking campaigns. gain deeper understanding of the Current challenges: performance of each marketing initiative in context 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 Report/ Household and Personal Care Products Report/ Care Household and Personal 31 Book a demo with us brandwatch.com/demo Household & Personal Care Products Implementing the Right Technology/

Listening platforms like Brandwatch are engineered to allow organizations to harness the power of online conversation data to enhance their business functions.

Instantly obtain clean and accurate data from Perform in-depth market research to uncover the conversations happening across the web with the ability to competitive landscape through the public’s separate and analyze data by authors, websites, networks natural conversations and discover untapped or and customizable rules. underrepresented interests.

/ 2014 Use advanced techniques to Monitor a brand’s reputation, campaign performance recruit brand ambassadors and bring products, brands or or product launch in real time to grow more vigilant and ideas to the center of conversation. 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 Use Brandwatch’s social data in more places, for more to connect with the widest possible audience as well as purposes, by taking advantage of our partnerships and integrations with leading technologies like HootSuite, Spredfast and Clarabridge. Report/ Household and Personal Care Products Report/ Care Household and Personal 32 Book a demo with us brandwatch.com/demo Brandwatch Report Household & Personal Care Products/ 2014 Thank You Contact Us

What should hopefully be clear having read this report is that for those [email protected] operating anywhere in this sector, there is a major opportunity for capitalizing twitter.com/brandwatch upon the changes in consumer behavior that the 21st century has brought. facebook.com/brandwatch linkedin.com/brandwatch Please do get in touch or request a demo for more detailed, custom advice / 2014 on advancing your listening program. you can also jump directly to our demo US: +1 212 229 2240 page at www.brandwatch.com/demo UK: +44 (0) 1273 234 290 Germany: +49 (0) 711 912 44 159 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. Report/ Household and Personal Care Products Report/ Care Household and Personal 33 Book a demo with us brandwatch.com/demo Household & Personal Care Products References/ Works cited

Building Stronger Consumer Relationships on Social. 2014. Lane, Sam. PBS news Hour. Axe Body Spray May be on the Chopping Block in Pennsylvania Schools. December, 2013. Engaged Social Followers Are your Best Customers: How Marketers Can Pew Research Center. Social Media Update 2013. December, 2013. Information Resources, Inc. 2013 new Product Pacesetters. 2013. ROI Research and Performics. Household Products Most Likely to

/ 2014 Get Disappointing Socnet Comments. April, 2011. Information Resources, Inc. Most Successful new CPG Brands. 2013. Smyth, Pádraig; Wu, Guangyu & Greene, Derek. The Path to Path Institute, Watercross & Marketing Werks. Experiential Marketing: Klara, Robert. The Art of Making a Budget Brand Top-Shelf in Less Can it be Localized, Personalized and Affordably Scaled Up? 2014. than Three years. October 25, 2011. Unruly Analytics. Social Video Ad Shares, by Vertical. 2013. Lab42. Like Us! 2012. Oracle RightNow 2011 Customer Experience Impact Report. 2011. Report/ Household and Personal Care Products Report/ Care Household and Personal 34 Book a demo with us brandwatch.com/demo