FMCG
What are people’s pain points when it comes to housework? How do consumers feel about the latest candy bar? How does the public perceive the latest body wash campaign? Who is influential in these discussions?
Market Sentinel has helped numerous global FMCG brands answer questions like these through social media monitoring and influence analysis. Our FMCG clients trust us to identify themes, sentiment and influential speakers in discussions around their brands. Our fact-based social media research has helped inform numerous advertising and marketing strategies. Our insights feed our clients with fresh ideas based on present day consumer opinion.
In Action: Cadbury Wispa
Cadbury knew there was buzz about the Wispa when they decided to relaunch the iconic chocolate bar in 2008. But what were people buzzing about and who was driving the conversation?
We helped Cadbury understand the scale of these conversations by monitoring online conversation about the Wispa bar across message boards, blogs and social networks. Meanwhile, our Market Influence analysis added an extra layer of intelligence to our already-valuable monitoring work by identifying key influencers in these conversations. Our insights allowed Cadbury to connect with the influencers and mine their ideas for a grass roots ‘For the Love of Wispa’ marketing campaign. The result? Wispa become Britain’s best selling chocolate bar with sales of £92.5m. Cadbury scooped a prestigious IPA Effectiveness Gold Award in 2010 for their innovative use of social media to drive impressive sales results.
