September 22nd, 2023, Samuel Tan
Cadbury has registered the biggest boost in Word of Mouth (WOM) Exposure in Australia for the month of August 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 chocolatier saw an uplift of 5.2 percentage points during the four-week period.
The Mondelez brand recently launched a new addition to their ‘Slices’ range of chocolates: the Cadbury Caramilk Caramel Slices, which is now available in major supermarkets including Coles, Woolworths, and IGA.
Google-owned video sharing platform YouTube emerged a close second, with a 5.1 point increase in the percentage of adult consumers in Australia who are talking about it.
According to data from YouGov BrandIndex, Cadbury’s WOM Exposure score rose from 23.5 on 5 August to 28.7 by 27 August, while YouTube’s grew from 28.1 on 1 August to 33.2 by 26 August.
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.
Meanwhile, Buy Now Pay Later service provider Afterpay was the third most talked about brand, and saw its WOM Exposure climb 4.8 percentage points from 11.3 on 3 August to 16.3 by 30 August.
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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 Australia from 1 to 30 August 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.