Social Media Strategy

Case study concerning the establishment of brand reputation and return on investment value of Facebook posts across four key markets.

The Client

A leading laundry detergent brand.

The Brief

Our client had an impressive six million Page Likes for its Facebook profiles, fueled by regular, targeted posts. Yet they had a question: “What is the measurable benefit of this marketing activity in terms of our brand equity?”

In other words, how much did its Facebook presence contribute to consumer attitudes and the value of the brand name?

We were asked to measure this brand equity benefit across four of the brand’s key markets (the UK, India, Indonesia, and Brazil) and so establish ways to increase the usefulness – and, subsequently, the return on investment – of our client’s Facebook profiles.

The Process

Primary Research

To gain honest consumer opinions on the brand, we created two non-branded surveys for each market: one survey for those who had seen the Facebook content in the previous six months, and another survey for those who had not. The surveys, themselves advertised on Facebook, targeted the demographic groups that were most relevant to our client. Digital surveys can elicit more truthful responses than traditional surveys, as participants can answer questions anonymously, uninfluenced by the presence of brand representatives.

Social Media Analytics

We complemented this primary research with a comprehensive meta-analysis of our client’s Facebook posts, measuring them against their own best practice benchmarks.

We also aggregated and categorised consumer responses to our client’s posts, building a picture of consumer sentiment generated by the brand’s Facebook output.

The Results

We were able to provide a thorough analysis of the brand’s functional perception, the brand equity, and purchase intent in different markets.

Crucially, our analysis and survey revealed that our client’s Facebook posts reinforced or generated positive consumer sentiment towards the brand. In India and Indonesia, for instance, agreement with positive functional statements such as, ‘Brand X makes laundry easier’ or ‘Brand X is worth paying more for’, increased with exposure to Facebook posts. Amongst Indonesian consumers, this increase was particularly large: an average of 18%.

We also found that the statement, ‘Brand X helps me do my bit for the environment’, garnered the most support in India and Indonesia, despite there being no content directly related to the topic of the environment. This suggested that Facebook posts might not influence consumer opinions on specific topics, but that posts can drive a more general increase in positive brand associations. Similarly, we found that Facebook posts are not a major influence on consumers’ buying behaviour.