In March 2023, Darlie registered the biggest boost in word of mouth (WOM) exposure in Hong Kong of all the brands that YouGov tracked 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 seven percentage points during the four-week period.
The Colgate-owned brand launched a ‘Smile-fie’ campaign from March 10 to April 6, where it pledged to donate HK$10 and toothpaste products to the Hong Kong Association for Cleft Lip and Palate for every selfie that consumers took with a Darlie product and uploaded to the campaign website.
Participating customers would also receive a digital photo of themselves with Darlie’s brand ambassador and Mirror boy band member Keung To (姜濤), as well as the opportunity for their photos to appear alongside Keung To’s on the digital billboard at Causeway Bay Hong Kong.
According to data from YouGov BrandIndex, Darlie’s WOM exposure score rose from a low of 7.4 on March 5 to a high of 14.4 by March 31. 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, luxury watch brand Rolex recorded a 6.8-point spike in WOM exposure from 14.9 on March 4 to 21.7 by March 16, while cosmetics brand Shiseido saw its WOM exposure climb 6.5 percentage points from 7.7 on March 5 to 14.2 by March 31.
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 Hong Kong from March 1–31, 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.