Pampers was one of the biggest drivers of sales and marketing professionals’ involvement in CPG conversations.
The company used over 50 unique hashtags in the six months analyzed, both to promote their own campaigns and sweepstakes and to insert themselves into topical conversations (#mothersday) and product-relevant conversations (#toddlers, #baby) already occurring on Twitter.
By producing a lot of smart social content, Pampers attracted socially-active marketers outside their company to participate in their conversations which drove engagement with their content across the board.
Using Analytics and Audiences, Brandwatch analyzed 1,046,130 conversations on Twitter, 292,158 Facebook posts and comments, and 2,563,829 mentions of CPG brands on news sites, forums, blogs, and other public websites in the six-month period of April 1 – September 30, 2016.
This data was collected via three methods within Brandwatch Analytics: Twitter Channels, Facebook Channels, and Queries. Demographic categories were identified using user content, profile information, and Brandwatch’s advanced machine learning techniques.
Global brand averages used data from The Social Outlook, which analyzed over 100 million mentions surrounding 15 industries. For more information on the global brand data, or how the CPG industry compares with other industries, read more here.
* Asterisks within figures indicate statistical significance