December 7th, 2023, Samuel Tan
Ciptadent has registered the biggest boost in Word of Mouth (WOM) Exposure in Indonesia for the month of November 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 oral care brand saw an uplift of 8 percentage points during the four-week period.
According to data from YouGov BrandIndex, Ciptadent’s WOM Exposure score rose from 11.8 on 3 November to 19.8 by 30 November. 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.
The Lion Corporation brand recently held a marketing activation event geared towards mothers, and released a video commercial in November promoting its Flexi Clean Toothbrush.
Additionally, Lion Corporation’s dishwashing liquid brand Mama Lemon recorded a 7.2-point spike in WOM Exposure from 29 on 1 November to 36.2 by 21 November, while auto maker Toyota saw its WOM Exposure climb 6.4 points from 36.5 on 3 November to 36.5 by 30 November.
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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 30 November 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.
