May 16th, 2024, Samuel Tan
LG has registered the biggest boost in Word of Mouth (WOM) Exposure in Indonesia for the month of April 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 consumer electronics brand saw an uplift of almost nine percentage points during the four-week period.
In early April, ahead of Eid family gatherings which take place at the end of the Ramadan period, LG Indonesia launched a mid-year sale offering cashback of up to Rp. 5,000,000 for a wide range of home appliances – including TVs and monitors, sound systems, refrigerators and washing machines – which it promoted as an opportunity for consumers to refresh their electronics equipment at home before receiving guests.
According to data from YouGov BrandIndex, LG’s WOM Exposure score rose from 20.5 on 7 April to 29.2 by 28 April. 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, biscuit maker Khong Guan and tea label Teh Pucuk Harum both recorded an 8.7-point spike in WOM Exposure. While consumer chatter around Khong Guan grew from 25.8 on 1 April to 34.5 by 26 April, Teh Pucuk Harum saw its WOM Exposure climb from 20.2 on 2 April to 28.9 by 21 April.
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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 April 2024. 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.