1. The Body Shop: Monitoring the market and corporate reputation
The skincare and cosmetics company, The Body Shop, was founded in England in 1976. The company was formed based on the – back then – revolutionary idea that a business could be a force for good. Over time, The Body Shop has expanded to become a global brand committed to using ethically sourced and natural ingredients.
As The Body Shop expanded its business, it encountered an increasingly competitive landscape. In particular, with the continuous growth of the sustainable personal care market, the importance of understanding valuable consumer insights became paramount for the brand's customer strategy and analytics team. To meet this need and inform their decision-making process, they sought a robust social listening solution. That’s when the team turned their attention to Brandwatch.
Having insights at your fingertips
Before Brandwatch, The Body Shop team used to invest in an annual tracker report to help them identify where the brand stands in the market and who they are competing against. The problem was that the cost of those market reports prevented The Body Shop team from doing this analysis often enough.
By bringing the market-monitoring function in-house, The Body Shop gained the ability to track their brand, competitors, and campaigns on a global scale – all while keeping the costs in check.
We spoke with The Body Shop about their proactive approach to monitoring online conversations. The Body Shop’s customer strategy and analytics team shared that they always make sure to monitor individuals who have a significant number of followers and talk about their brand online.
The Body Shop also said that if there is a particular issue they are worried about that might come up in public conversations, they’d set up alerts to keep the team informed on a daily basis.
Taking their monitoring efforts one step further, The Body Shop’s global PR team created alerts to proactively monitor any major events unfolding online involving the brand. The team shared that by using the Brandwatch tools, they can pick up on issues early on, which helps them mitigate any potential risks. It also helps The Body Shop hop on trends, including when someone with a lot of followers organically posts about the brand, allowing them to amplify these positive organic engagements through their marketing and social channels much quicker.
By using real-time monitoring and Brandwatch tools, The Body Shop stays ahead of the curve, manages potential crises efficiently, and effectively leverages organic brand endorsements to enhance their marketing efforts.
Read the full Body Shop case study.