CLIENT COMPANY

A large Italian bottled water company wanted to understand through a brand reputation analysis what people thought of its brand and its campaigns, specifically television campaigns–which were particularly controversial at the time.

So this was a case of reputation analysis through the study of online conversations, to go and find out what consumers thought about it and what the sentiment was around a particular product/testimonial.

STARTING OBJECTIVES

Therefore, underlying the research conducted were very specific goals. Specifically, the company wanted to find out:

  • When people talk about the brand, what do they say?
  • Is the controversy over the campaign isolated or something felt by many people?
  • What are the other most visible water brands?
  • Which communities talk about water for health and children?
  • How does the brand position itself against the competition?

MARKET RESEARCH AND COLLECTED DATA

To answer these questions, a market research survey was conducted imprinted with network listening, through the use of social listening tools.

In this way,
we intercepted everything that is being said about bottled water online
 and about the importance of drinking water for health, helping the company to better understand its reputation, its consumers and its positioning against competitors.

RESULTS OBTAINED ON BRAND REPUTATION ANALYSIS

To conclude: the data obtained uncovered several important insights for the client company.

Moreover, among the main results, it was interesting to observe how one of the competing bands, Ferrarelle, was regarded by consumers as synonymous not only with “sparkling water,” but precisely with fizz and vivacity.

In contrast, the client company brand surveyed was associated almost exclusively with its testimonial, a historical face beloved by fans .

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