June 13th, 2023, Samuel Tan
Le Minerale has registered the biggest boost in Word of Mouth (WOM) Exposure in Indonesia for the month of May 2023 of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that the proportion of people who are talking about the mineral water brand saw an uplift of 7.9 percentage points during the four-week period.
The Mayora-owned brand had run a social media campaign around the Road to Allo Bank Festival 2023, inviting netizens to follow their Instagram and TikTok pages, and comment on the brand’s post on the live music festival’s lineup of Indonesian artists, to stand a chance of winning a pair of free tickets.
According to data from YouGov BrandIndex, Le Minerale’s WOM Exposure score rose from a low of 33.8 on 1 May to a high of 41.7 by 18 May. WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks.
Additionally, state-owned Islamic bank BSI Bank Syariah Indonesia recorded a seven-point spike in WOM Exposure from 10.3 on 1 May to 17.3 by 31 May, while milk beverage brand Indomilk saw its WOM Exposure climb 6.9 percentage points from 19.5 on 2 May to 26.4 by 29 May.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s WOM Exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?” (% Yes). Data from surveys of adults aged 18 years and above residing in Indonesia from 1 to 31 May 2023. WOM Exposure scores are based on a four-week moving average, with the change in scores for each brand calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.
This article first appeared in WARC.