Bottled water and ride-hailing were hot topics among Indonesians in November, according to YouGov’s BrandIndex, which showed that the Aqua and GrabBike brands had the highest word of mouth (WOM) exposure.
Which brand in Indonesia saw the largest spike in consumers who are talking about them in November?
It was Aqua. The bottled drinking water maker registered the biggest boost in word of mouth (WOM) exposure in Indonesia in November 2022 of all the brands YouGov tracks 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 bottled water brand saw an uplift of 6.4 percentage points during the four-week period.
Representatives from Aqua’s parent company, Danone, recently took part in the 2022 Indonesia Net Zero Summit in Bali, where it discussed its commitment to reduce greenhouse gas emissions. This included promoting the use of reusable bottles, which produce 83% less emissions than single-use bottles, such as in its Aqua Life product.
According to data from BrandIndex, Aqua’s WOM exposure score rose from a low of 38.6% on Nov 1 to a high of 45.1% by Nov 25. 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, ride-hailing platform GrabBike recorded a six-point increase in WOM exposure from 29.7% on Nov 4 to 35.7% by Nov 26, while stomach inflammation medicine brand Promag saw its WOM exposure climb 5.2 percentage points from 17.1% on Nov 10 to 22.3% by Nov 19.
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 1–28, 2022. 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.