Unilever Caribbean Limited, located in Trinidad and Tobago, operates as one of a three-part Caribbean group, reporting to Mexico’s HQ. They manage multiple brands across the Caribbean, some of which include Persil, Dove, Knorr, Domestos, Hellmann’s, Lipton, Wall’s, PG Tips, Ben & Jerry’s, Marmite, Magnum and Lynx. Since each of their brands are managed locally by various agencies, they needed to know where every brand stood in relation to the other, and how their corporate brand was being received in the public through various corporate social responsibility (CSR) drives.
TILT determined the most effective way to do this was through social listening, a marketing method not often used by most advertising agencies. We were able to gather all the ways in which consumers were digitally engaging with each of the locally distributed brands, as well as the corporate brand, and measure each of the brands’ reputations; benchmarking them either positive, neutral or negative over a set period.
Positive ranking meant that people were discussing the brand positively online and that any CSR work done was effective. Neutral ranking meant that people had enough mixed remarks that some additional CSR work could help elevate the brand’s standing a bit. Negative ranking meant that the brand has not be received well and needs a damage control public relation strategy to bring it up to neutral and then up to positive ranking.
The results of this report cannot be released due to confidentiality agreements but we can say that the data collected and report given were helpful both to the client and to us, as we gained an in-depth understanding of how consumers behaved to various stimuli in the market.