Tide Laundry Detergent: Brand Measurement and Tracker Results
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Powering insights through
social media listening
Tide Laundry Detergent:
Brand Measurement and
Tracker Results
A Social Media Research
Case Study
Powering insights through
social media listening
Some Some
of the of
concepts contained
the concepts in this in
contained presentation are theare
this presentation property of Conversition
the property Strategies.
of Conversition Duplication
Strategies. or
Duplication or dissemination of the information without express written consent is prohibited.
dissemination of the information without express written consent is prohibited.
Powering insights through Quality Data Collection
social media listening
• Social media research requires extreme care during data
collection because brand names often have multiple uses
• Tide Data Collection
– Data were collected only if they contained the word “Tide” in
association with at least one relevant concept
• E.g., wash, laundry, detergent, powder, clean, soap, dirty, bleach, ultra,
procter, gamble, coldwater, high efficiency, dryer, smell, rinse, prewash
• Tide Data Rejection
– More than two hundred other criteria were still used to discard
data which met the inclusion criteria but were not relevant
• E.g., rip tide, stem the tide, turn the tide, tubes tide, ride the tide, tide
sports, tide me over, afternoon tide, English tide
• Competitive brands required similar care
– ‘Gain’ and ‘Cheer’ are common verbs that also required diligent
data quality work
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.
Powering insights through Quality Sentiment Analysis
social media listening
• The sentiment system was fine-tuned for the laundry category
to ensure that the brand names being researched did not
inadvertently improve or worsen the sentiment scores
• Tide Stain Release: The word ‘stain’ could erroneously
lower the sentiment towards this SKU even if consumers
are satisfied with it. (e.g., Tide Stain Release works great
on all kinds of stains!)
• Tide Free & Gentle: The words ‘free’ and ‘gentle’ are
positive words which could improve the sentiment
towards this SKU even if consumers are dissatisfied with
it. (e.g., Tide Free & Gentle ruined my shirt.)
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.
Powering insights through
Key Market Research Measures
social media listening
Top 2 Box Opinions of Tide (Jan 1 - June 30 2011)
60
Percent Top 2 Box
50 Purchasing
Different
40 New
Recommend
30 Trial
Caution: Non- 20
Zero Scale Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11
Purchasing 44.55 48.04 44.58 46.25 44.93 48.31
Different 25.56 32.35 25.78 27.72 31.3 31.91
New 54.29 54.7 45.73 52.85 47.54 46.94
Recommend 40.63 42.45 34.73 37.3 36.86 34
Trial 25.11 38.44 46.75 37.9 43.48 42.22
Tide N=13 581
• Positive opinions towards Purchasing showed the least movement during the time frame generating a min/max range of 3.8
points
• Different (flat), New (decrease), and Recommend (decrease) showed more volatility in the percentage of opinions which were
classified as positive with min/max ranges of 7 to 9 points
• The Trial measure showed the most volatility increasing from a low of 25% positive in January to a high of 46% positive in
March. This change will be considered in the following slides.
• Definitions: Variables reflect a collection of verbatims that discuss a specific topic
– Purchasing – Buying, purchasing, or spending money on items; Different – Discussions of unique, different, dissimilar items; New –
New, debuting products; Recommend – Recommending, advocating, or endorsing products; Trial – Trying or sampling products
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.
Powering insights through
Key Emotion Measures
social media listening
Top 2 Box Opinions of Tide (Jan 2011 to June 2011)
60
50
Percent Top 2 Box
40
Anger
30
Anticipation
20
Trust
10
Appreciation
0
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11
Anger 9.56 9.76 8.21 6.23 8.82 8.47
Anticipation 34.65 40.97 38.92 47.06 36.12 33.33
Trust 28.8 19.75 27.52 31 26.79 29.89
Appreciation 41.99 52.25 44.31 42.55 46.02 47.98
• Specific emotions towards the Tide brand remained fairly stable over the same time period
• Appreciation showed a slight increase in February from 35% to 41%.
• The percentage of positive opinions related to Trust showed a slight decline from 29% in January to 20% in
February, which subsequently rebounded to the normal trend
• Definitions: Variables reflect a collection of verbatims that discuss a specific topic
– Anger – Expressions of rage, argumentativeness, or complaints about products; Anticipation – looking forward to or aspiring
products; Trust – believing and feeling confident about products; Appreciation – expressions of liking, loving, enjoying a
product
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Powering insights through
The Purchase Cycle
social media listening
Variable Volume Top 2 Box Volume Top 2 Box
Awareness 62,208 32.78 ████████████████
Interest 19,734 42.79 ██████████████████████████████████
Desire 9,760 33.56 ██████████████████████
Action 7,877 43.54 ██████████████████████████
Satisfaction 29,155 38.06 ██████████████████████████████████████
Recommend 2,520 34.88 ██████████████████
• Similar to the traditional purchase funnel measured by elicitation research (e.g., surveys), the
purchase cycle as measured by social media research outlines the volume and sentiment of
conversations related to various purchasing stages. Measurement of each component of the cycle is
dependant on whether consumers wish to discuss those particular stages.
• The nature of the internet is such that awareness is indicated by the mere mention of a brand name.
• Sentiment
– Highest among people sharing their interest in Tide (Like or dislike of the brand)
– Lowest among people discussing their need or desire for Tide
• Conversation volume
– Highest among people expressing their satisfaction with Tide (Aggregate Emotions)
– Lowest among people recommending Tide
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.Powering insights through
social media listening
Tide SKU Satisfaction
60
40
20
0
Tide Ultra Tide SR Tide HEW Tide Liquid Tide To Go Tide Tide Powder Tide F&C
T2B 57.73 55.21 47.57 46 37.82 37.32 27.85 27.67
• As a high-level brand, about 37% of verbatims about Tide were
positive
• However, Tide Ultra generated the most positive mentions (58%
were positive) while Tide Free & Clear generated the fewest
positive mentions (28% were positive)
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.Powering insights through
Tide vs Laundry Category Norms
social media listening
% of Verbatims in % of Verbatims in % of Verbatims in
Bottom 2 Box Neutral Box Top 2 Box
12 60 50
44.87
9.92 9.88 48.56 41.52
10 50 45.25 40
8 40
30
6 30
20
4 20
10
2 10
0 0 0
Tide Norm Tide Norm Tide Norm
Tide N=13 581 Laundry Category Norm N=27 832, Jan 1 – June 30, 2011
• Compared to laundry category norms in the online space, Tide
generated a greater percentage of complacent viewpoints
– Tide products generated similar B2B scores, but 3.3% more neutral
scores, and 3.3% fewer T2B scores.
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.Powering insights through
Trended Tide vs Norms
social media listening
55
50
45
40
35
30
Caution: Non-
Jan-11 Feb-11 Mar-11 Apr-11 May-11
Zero Scale
Tide Neutral Norm Neutral Tide Top 2 Norm Top 2
• In February 2011, sentiment for Tide deviated from trend
– Sentiment shifted to be more in line with category norms
– Sentiment became more positive
• However, trends returned to normal in March
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.Powering insights through
social media listening
February Promotion
60
55
50
45
40
35
30
Caution: Non-
Jan-11 Feb-11 Mar-11 Apr-11 May-11
Zero Scale
Tide Aggregate Emotions Tide Coupon Tide Giveaways
• The increase in positive sentiment
during February was the result of a
promotional campaign which gave
away thousands of full size bottles of
Tide Stain Release Spray
• Sentiment increased as much as 12
Feb 1 – Feb 28 2011
points from January to February
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.Powering insights through
Scent Ownership
social media listening
50
40
30
20
10
0
Gain Cheer Rockin' Green Tide All Dreft
Scent 45.22 41.67 37.75 34.38 32.56 29.23
Jan 1 – June 30 2011
• During the 6 month time frame of January to June of 2011, Gain
detergent owned the scent proposition, a highly touted feature in
their marketing campaigns
• The percentage of Tide verbatims that were positive towards the
scent was ten points lower (Gain=45% vs Tide=34%)
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.Powering insights through
Coldwater Ownership
social media listening
50
40
30
20
10
0
All Rockin' Green Gain Tide Dreft
Cold 39.02 34.77 31.63 30.07 22.83
Jan 1 – June 30 2011
• During the 6 month time frame of January to June of 2011, All
detergent owned the coldwater proposition
• The percentage of Tide verbatims that were positive towards
towards this feature was nine points lower (All=39% vs Tide=30%)
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.Powering insights through
Cleanliness Ownership
social media listening
60
50
40
30
20
10
0
Cheer Gain Tide All Rockin' Green Dreft
Cleanliness 54.38 51.92 43.42 39.16 36.39 28.4
Jan 1 – June 30 2011
• During the 6 month time frame of January to June of 2011, Cheer
detergent owned the cleanliness proposition
• The percentage of Tide verbatims that were positive towards this
feature was eleven points lower (Cheer=54% vs Tide=43%)
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.Powering insights through
social media listening
Competitive Brand Map
• Though Tide benefits 70 Positive
Recommendations
Positive Purchasing
from the highest
volume of social media Purex
conversations, it does 60
Positive Purchasing (T2B)
not differentiate from
various other laundry Gain
brands 50
• Purex and Gain All
generate the most Clorox
Category
Norm
positive conversations
40 Dreft Rockin’ Green
related to
recommendations and
purchasing Oxyclean Tide
30
25 30 35 40 45 50 55
Positive Recommendations (T2B) Jan 1 – June 30 2011
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.Powering insights through
social media listening
Co-branding Opportunities
June 26 – June 30 2011
• Co-branding opportunities should first consider brands for which Tide consumers
have positive sentiment
• Home care brands that are most relevant to Tide consumers include Charmin,
Cascade, and Duracell
• Personal care brands that Tide consumers have positive emotions towards include
Old Spice, Tampax, and Pantene
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.Powering insights through
Located Based Strategies
social media listening
• People join social networks
based on their needs and Diaperswappers Forum 774
interests. This results in
localized trends in opinions Google Buzz 95
towards products.
Tumble 103
• Discussions about Tide were
more positive on the
DiaperSwappers forum Babycenter.com 6012
– Tide was seen as an excellent
product for cleaning diapers and Facebook 254
eradicating odours
• Discussions were far more
negative on Facebook Livejournal 96
– A hoax about samples of Tide
containing anthrax poison was Twitter 693
widely shared on Facebook
between January 4 and 10th and
subsequently was forgotten -60% -40% -20% 0% 20% 40%
Positive Negative
Jan 1 – June 30 2011
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.Powering insights through Summary and Conclusions
social media listening
• Results
– Trial increased from a low of 25% positive in January to a high of 46% positive in March
– Tide Ultra generated the most positive mentions (58%) while Tide Free & Clear generated
the fewest positive mentions (28%)
– Compared to norms, Tide generated more complacent viewpoints
– Important laundry features owned by competitors included Scent (Gain), Coldwater (All),
and Cleanliness (Cheer)
– Tide remains undifferentiated from other laundry brands
• Conclusions
– Though Tide is generally considered to be the leading brand, it is not apparent in the online
space
– Promotions do improve sentiment, but afterwards, sentiment reverts to below norms
– Tide does not own several important claims including scent, coldwater effectiveness, and
cleanliness
– Tide may have become a complacent brand, one which consumers expect to work well.
Therefore, they may not be surprised or motivated when it does work well.
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.Powering insights through
social media listening
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