August 15th, 2023, Samuel Tan
Big C has registered the biggest boost in Word of Mouth (WOM) Exposure in Thailand for the month of July 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 retail chain saw an uplift of 8.6 percentage points during the four-week period.
The hypermarket operator recently held a 30th anniversary promotion from end June through early August. Besides enjoying discounts on various items, shoppers at Big C stood a chance to win some 120 prizes, including a Tesla Model 3 electric car.
According to data from YouGov BrandIndex, Big C’s WOM Exposure score rose from a low of 32.9 on 1 July to a high of 41.5 by 18 July. 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, sports apparel retailer Nike recorded a 7.8-point spike in WOM Exposure from 35.7 on 5 July to 43.5 by 30 July, while Honda Motorcycles saw its WOM Exposure climb 7.8 percentage points from 19.2 on 2 July to 27.0 by 26 July.
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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 Thailand from 1 to 30 July 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.