Oral care brand Ciptadent registered the biggest boost in word-of-mouth exposure in Indonesia in November, according to YouGov BrandIndex.

Ciptadent registered the biggest boost in word-of-mouth (WOM) exposure in Indonesia for 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 eight percentage points during the four-week period.

According to data from YouGov BrandIndex, Ciptadent’s WOM exposure score rose from 11.8 on Nov 3 to 19.8 by Nov 30. 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-owned 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 Nov 1 to 36.2 by Nov 21, while automaker Toyota’s WOM exposure climbed 6.4 points from 36.5 on Nov 3 to 36.5 by Nov 30.


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 Nov 1–30, 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.