Unilever: Harnessing social media to transform conventional growth opportunity identification studies

This paper describes a research project for the European cooking business of Unilever, the food and FMCG manufacturer, which analysed social media data to identify opportunities to use social platforms to drive growth.

Unilever: Harnessing social media to transform conventional growth opportunity identification studies

Kantar TNS and Unilever

Business Challenge: The business challenge was to identify growth opportunity areas for the Cooking business at Unilever. The initial proposal assumed a conventional multi-country study, costing Euros 1.3mn and six months. However, we as a team felt we have an opportunity to transform such expensive and time-consuming survey-based studies, using the power of Social Media Analytics.

Complexity of the task:Social Media provided >1.5 million + conversations after data cleaning across Twitter, blogs, forums and reviews, Facebook brand pages and consumer posts, Instagram, etc....

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