In April 2023, Foremost – the milk brand – registered the biggest boost in word of mouth exposure in Thailand among the brands that YouGov tracked in the market.
Foremost registered the biggest boost in word of mouth (WOM) exposure in Thailand for the month of April 2023 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 cow’s milk brand saw an uplift of 9.1 percentage points during the four-week period.
Foremost ran a number of promotions in April with various retail chains, including Lotus (save eight baht off a four-pack set of Foremost Omega UHT 180ml), Big C (free Foremost gifts and children’s puzzle set with every 599 baht purchase of participating Foremost products) and 7-Eleven (discounted price of Foremost milk at nine baht per box, with every purchase of CP brand boiled/soft-boiled/poached eggs; discounted price of Foremost Milk Omega Smart 1 Plus or 4 Plus at 465 baht per 36 cartons, via the 7-Eleven AllOnline app).
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According to data from YouGov BrandIndex, Foremost’s WOM exposure score rose from a low of 14.3 on April 2 to a high of 23.4 by April 29. 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, social media platform Instagram recorded a 7.6-point spike in WOM exposure from 26.0 on April 1 to 33.6 by April 23, while email service Gmail saw its WOM exposure climb 7.4 percentage points from 20.8 on April 4 to 28.2 by April 30.
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 Thailand from April 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.
