Case Studies

Case Study: Charmin Toilet Paper -Online Listening Marketing Data for Controversial TV Ad Campaign

By June 10, 2014 No Comments
Charmin Hispanic Marketing

The Charmin Bear family, as seen on the Charmin.com website.

Brief

P&G’s Charmin toilet paper approached Nativa with the goal to find out how Hispanics felt about their product and the “Enjoy the Go” advertising campaign. The plan was to monitor online conversations via social media, websites, and forums to measure Hispanic sentiment toward the Charmin brand. Based on the marketing data insights and observations that were found during the online listening process, the Nativa team was to make recommendations to improve involvement between the online Hispanic community and the Charmin brand.

Approach

Over a 6-month period the Nativa team used sophisticated online listening tools to closely monitor all relevant online conversations surrounding the Charmin brand among Hispanics. Among other marketing data the Nativa team tracked were the conversation drivers, volume, and sentiment of conversations. Reports were compiled on a monthly basis to provide key insights to the Charmin team on the Hispanic audience and were supported by recommendations from Nativa.

Charmin graph 123 fixeddd

Above we see the peaks and valleys throughout the month of June of Hispanic mentions of the Charmin brand.

Results

Based on the volume and sentiment of online conversations in Spanish and Spanglish, Nativa found that the Hispanic community had a much stronger affinity toward the Charmin bears than the general population. The Charmin bears had in fact become a part of Hispanic daily life and online conversation. Nativa found that online Hispanics often used the term abrazos Charmin (Charmin hugs) in conversation to refer to a big hug. Teenage girls were so fond of the brand that they even were discovered referring to their boyfriends as their osito Charmin (little Charmin bear)!  Through online listening, Charmin learned that there was a huge difference between how the Hispanic market and the general market felt about their brand and their most recent ad campaign. Charmin was impressed from the marketing data to find how deep of a connection the brand had among the Hispanic community, and these insights were used to influence all future Hispanic marketing communications.

The map displays the states that led in Hispanic conversation about Charmin.  California was top while Texas, Florida and others were not far behind.

The map displays the states that led in Hispanic conversation about Charmin. California was top while Texas, Florida and others were not far behind.

About Nativa

Nativa is a multicultural communications agency that focuses on the Hispanic market through digital communications, online advertising and culturally relevant content creation. Nativa also provides traditional marketing services through strategic partnerships with specialized agencies.

 

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