10 CPG brands turning insights into inspiration

C U LT U R E I N Q UA RA N T I N E

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INSIGHTS FROM LIFE IN LOCKDOWN AND THE BRANDS THAT DISCOVERED THEM

01Support immunity

and defense

07Inspire DIY

AV E DA + K RA F T

S P E R O FO O D S

08Spot new occasions

04Travel while

staying home

05Bring confidence

to self-care

G U E R L A I N

M & M S + G E N E RA L M I L L S

06Reinvent

celebrations

DA I RY Q U E E N

02Facilitate

a new start

DA N O N E 03Rebuild

routine

H & M

PAC I F I CO B E E R

The following pages contain

both insights and examples of how

companies have spotted them and

put them to use to engage with

consumers at home.

While many brands struggle to find

authenticity and relevance during

crisis, these 8 use cases offer timely

inspiration to researchers and

marketers to connect and relate

during a time of isolation and change.

Are automated and real-time insights the research industry’s new normal?

Since it’s breakout moment in 2015,

digital transformation has become

an escalating priority for consumer-

centric global brands.

As part of this tidal change,

leading CPG companies have

supplemented classical research

with AI-powered social intelligence,

providing speed and democratic

access to real-time insights across

the organization.

For those lagging behind in digital

initiatives, COVID-19 has been the

ultimate change agent, making no-

touch, real-time research a necessity.

Discussions about digital transformation have frequently come up in conversations about COVID-19.

Of all the topics discussed in relation to digital transformation and COVID 19, it’s impact on businesses is a major discussion point.

R E L AT E D R E A L-T I M E I N S I G H T S F R O M L I N K F LU E N C E S O F T WA R E

When immunity is discussed overall in the context of COVID-19, gut health is the most important topic to consumers, and primarily discussed on Instagram.

The topic of immunity when discussed alongside major CPG products spiked in the month of March.

R E L AT E D R E A L-T I M E I N S I G H T S F R O M L I N K F LU E N C E S O F T WA R E

I M M U N I T Y I S A G R OW I N G T H E M E I N U S E R - G E N E RAT E D - CO N T E N T.

@nourish_deliciously As much as I love eating treats and cozy comfort foods its important to balance it with nutritious salads, fruits and vegetables. Specially now in this environment to bolster ones immunity. This Mediterranean inspired salad is very easy to make with easily accessible ingredients that you probably have in your pantry [...]

I N S I G H T FO R I N S P I RAT I O N # 1

Support immunity and defense

While healthcare workers are

the first line of defense against

COVID-19, the risk of getting

sick has created a higher level of

attention to wellness in general,

and many have applied this

awareness to their daily routines,

going beyond using hand sanitizer

and wearing a mask.

Combined with the extra time

resulting from staying at home,

many people have adapted their

cooking to include foods to fight

infection and maintain a higher

level of basic health.

#quarantinecooking not only

emcompasses comfort foods,

but also recipes that boost the

immune system and give a sense

of purpose to cooking.

S P E R O FO O D S U S ES I N F LU E N C E R S TO E F F ECT I V E LY E N T E R T H E CO N V E R SAT I O N A B O U T I M M U N I T Y A N D R ES I STA N C E .

@charlie_fyffe Is this virus contagious? YES. Is it lethal if you’re healthy? NO. TV is going to keep us updated on a potential ‘cure’, but what about our beautiful and amazing body, it’s cells, and our immune system that is constantly fighting off sickness on a daily basis? We must [...]

S E E P O ST

S E E P O ST

I N S I G H T FO R I N S P I RAT I O N # 2

Facilitate a new start

Uncertainty and instability is a

major theme of social media

posts during COVID-19, resulting

from isolation and being forced to

change behaviors they previously

relied upon for a sense of purpose

and stability.

As isolation becomes a longer-

term proposition, people crave

a new start and pursue it with an

unprecedented creativity and

commitment that comes from

imposed limitations. This includes

ways of working, eating, exercising,

and shopping.

For brands, this is opportunity to

inspire consumers to find purpose

through food, drink, or home care,

and to establish behaviors that will

become a part their lives in the

long-run.

R E L AT E D R E A L-T I M E I N S I G H T S F R O M L I N K F LU E N C E S O F T WA R E

DA N O N E ' S ACT I V I A YO G U RT S U G G EST S R EC I P ES TO C R E AT E A N E W S TA RT U N D E R I S O L AT I O N .

@activiaus Which house are you cozy-ing up to? #pickahouse #startwithactivia #isolatedyetunited

S E E P O ST

Gucci, Ford, Johnnie Walker, Unilever and Reebok lead in mentions related to creating a

'new start' during the period of lockdown.

H & M E N CO U RAG ES P EO P L E TO M A I N TA I N T H E I R R O U T I N ES , BY WA I V I N G R E T U R N F E ES FO R A L L C U STO M E R S .

@hm Keep your daily routines, especially your skin-care routine.

I N S I G H T FO R I N S P I RAT I O N # 3

Rebuild routine

If creating a 'new start' is about

drawing a line in one's life, the

result of that new start is the

shedding of old routines and

creation of new patterns.

New routines come about rarely,

especially lasting ones, so

inspiring a new routine is not only

a golden chance for brands to fill

a need during a crisis, but to help

establish a better lifestyle and

lifetime value of a new customer.

The popular saying goes that

it take 30 days to establish a

routine. In fact, it can take much

longer – an average of 66 days –

meaning that the earlier brands

recognize and support new

routines, the more likely they are

to create a lasting relationship.

Discussions mentioning #newroutine from the beginning of lockdown in the United States in March even surpass the number of mentions from the new year.

R E L AT E D R E A L-T I M E I N S I G H T S F R O M L I N K F LU E N C E S O F T WA R E

S E E P O ST

R O G U E C R E A M E RY A D D R ES S ES F E E L I N G S O F CA B I N F E V E R W I T H A PAC I F I C N O RT H W EST T RAV E L L I N G G I F T PAC K .

@roguecreamery Feeling cabin fever creepin’ on? Travel with your taste buds with our Pacific NorthBEST pack! This deluxe box is filled with our 2019 award-winning cheeses paired with our favorite local, organic accompaniments and a card explaining which cheese won what award [...]

I N S I G H T FO R I N S P I RAT I O N #4

Travel while staying home

The months of isolation resulting

from lock-down have created

a cabin fever most people

have never experienced. To

deal with this and the resulting

wanderlust, many consumers

turn to food and drink to bring

back memories of other places,

or to use their senses to travel

to places they’ve never been.

People are finding inspiration

for “virtual travel” through

foreign recipes that “tastes

like vacation” or novel drinks

that feel “like sunshine”. Others

find comfort in food that takes

them to grandma – often using

brands as a bridge to memories

of their childhood home.

Consumers discuss virtual travel and express their desires with sunshine, tropical fruit, avocados,

palm trees, and other aspirational emojis.

R E L AT E D R E A L-T I M E I N S I G H T S F R O M L I N K F LU E N C E S O F T WA R E

PAC I F I CO B E E R TA K ES P EO P L E O N A V I RT UA L S K I T R I P V I A H A P PY H O U R W I T H W I N T E R S P O RT S AT H L E T ES .

@pacificobeer Tune in Thursday as freeski legend @twallisch chats with fellow athletes @colby_stevenson, @britasig and @aaronblunck during our first ever virtual happy hour with the @usfreeskiteam! They’ll be chatting through highlights from the past ski season, how to #livelifeanchorsup [...]

S E E P O ST

S E E P O ST

Nothing has made the

importance of self-care more

visible, both to ourselves and

others, than spending the first

month of isolation wearing

pajamas, neglecting shaving

and makeup, and having a good

excuse to avoid the gym. It’s even

created a wave of memes around

#quaratinehaircuts and other

adventurous acts of self-care.

Beauty influencers and brands

have jumped on the sudden

lapse in self-care to illustrate how

important these behaviors are,

not just for physical appearance,

but for confidence, and that

our bodies are for ourselves to

appreciate, not just appearances

we need to maintain for others.

I N S I G H T FO R I N S P I RAT I O N # 5

Bring confidence to self-care

In examining performance across multiple e-commerce and review sites, Guerlain gets high

reviews and empowers customers to use self care for relaxation for body-care for themselves.

R E L AT E D R E A L-T I M E I N S I G H T S F R O M L I N K F LU E N C E S O F T WA R E

C E L E B R I T I ES L I K E B E L L A H A D I D U S E AU T H E N T I C A N D ACC ES S I B L E P O ST S TO R E L AT E TO P EO P L E ’ S E V E RY DAY L I V ES I N I S O L AT I O N ( @ BA BY B E L L A7 7 7 ) .

S E E P O ST

CONSUMERS HAVE FOUND NOVEL WAYS TO CELEBRATE IN ISOLATION TOGETHER, CREATI NG OPPORTUNITIES FOR BRANDS TO PARTI CIPATE.

@cgtn A couple celebrated their wedding Tuesday at a drive-in cinema in Duesseldorf, #Germany, while their relatives and friends attended the ceremony in their cars. The theater has been registering official marriages, as [...]

Consumers associate brands with

experiences, and celebrations

are the high points of human

experience. We can easily think

of the holidays associated with

Jameson Irish Whiskey, Cadbury

Eggs or Moët & Chandon

Champagne.

Under isolation, each one of these

celebrations is recontextualized

and represents a rare occasion

for brands to create emotional

connections that had previously

been occupied by other brands

or that simply didn’t exist in the

first place.

I N S I G H T FO R I N S P I RAT I O N # 6

Reinvent celebrations

Consumers find many ways to incorporate brands into their isolated versions of previously social celebrations, and brands have many opportunities to embrace and expand on these occasions.

R E L AT E D R E A L-T I M E I N S I G H T S F R O M L I N K F LU E N C E S O F T WA R E

DA I RY Q U E E N E N CO U RAG ES P EO P L E TO C E L E B RAT E AC R O S S D I STA N C ES BY M A K I N G I T E ASY TO G I F T A B I RT H DAY CA K E .

@dairyqueen Don’t let #socialdistancing keep you from wishing a happy birthday. Become a #DQBdayHero and surprise your best friend – cakes ready to be delivered from 2pm-3am Snoonu and Fingertips. #stayhome #socialdistancing #Happy_Tastes_Good #qatarlife [...]

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SEE POST

People have more time than

ever before. Whether they’re

saving forty hours a month

not commuting, or among the

millions furloughed or laid-off,

consumers are using this time to

plan and create.

And while many people have less

money to spend, they’re spending

it in ways that make more with

what they have and which

entertain and pass the time.

Aveda has expertly used the

DIY-friendly aspects of Pinterest,

while Kraft turns packaging into

activities for kids at home. And

DIY comes easy to Converse

and Doc Martens, which have

creativity in their DNA.

I N S I G H T FO R I N S P I RAT I O N # 7

Inspire DIY

R E L AT E D R E A L-T I M E I N S I G H T S F R O M L I N K F LU E N C E S O F T WA R E

@myfoodandfamily #KraftSTEMKitchen is here! We've compiled DIY, family-friendly learning activities that use your favorite Kraft Heinz products from the packaging to what's inside to develop fun and engaging Science, Technology, Engineering, and Math projects!

@aveda Looking to hair masque and relax at home? Hydrate & replenish dry, frizzy locks with our super-versatile Nutriplenish Multi-Use Hair Oil. 1️️Before bed apply 3 to 4 pumps of Nutriplenish Multi-Use Hair Oil into the palm of your hand. 2️️With your fingers & palms, gently massage into dry, unwashed hair from the ends to the roots. Or you can apply directly to the dry or damaged area. 3️️Sleep on it & let the oil absorb into hair. Wake up to hydrated, softer locks & wash hair as usual. .

SEE POST

SEE POST

Nestle is the most discussed food brand when talking about DIY, with Milo garnering huge amounts of fandom in Southeast Asia.

M & M S CO N N ECT S W I T H C H I L D R E N ( A N D A D U LT S ) S U D D E N LY PA RT I C I PAT I N G I N H O M ES C H O O L I N G .

@mmschocolate We love seeing all the art you guys make with and of your M&M’S! Check out the latest with Evan’s drawing! Looks great. Tag us in yours! #MMSArtChallenge

G E N E RA L M I L L S CO N N ECT S W I T H T H E T H O U SA N D S O F N E W G A M E R S C R E AT E D U N D E R LO C K D OW N .

@generalmills Have you heard? #ChexQuest is back, now with high-definition graphics and split-screen multiplayer functionality. Learn more and start playing.

People don’t frequently change

the way they consume. Sports

fans drink beer at the bar and at

the game. Puzzles are played by

children, hobbyists, and retirees.

Most people won’t make a gin

fizz at home, and leave fancy

cocktails to mixologists.

These consumption occasions

are hard-fought territories won

over decades and millions of

dollars of advertising investment.

But sometimes new occasions do

appear, or more rarely, and more

recently, created as a result of

sudden change.

Quarantine culture has leveled

the playing field overnight,

providing many new ways

for brands to connect.

I N S I G H T FO R I N S P I RAT I O N # 8

Spot new occasions

R E L AT E D R E A L-T I M E I N S I G H T S F R O M L I N K F LU E N C E S O F T WA R E

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The #quarantini represents a new occasion around learning mixology at home rather than drinking a fancy cocktail out.

Despite people’s grand aspirations, the humble Gin and Tonic remains the most discussed cocktail in the quarantini trend.

Before the COVID-19 pandemic, digital transformation

presented both an opportunity and looming threat to

every consumer business, with Forbes claiming in 2017

that 75% of the companies on Fortune 500 would be

replaced within the next 10 years.

The pandemic has accelerated the race to digital

mastery, and insights professionals equipped with social

intelligence tools are taking the pole position. In addition

to an attitude of embracing change, strategy, insight, and

marketing teams at the leading CPG brands have 3 things

in common:

1. Access to real-time data from social media, news

outlets, and reviews, across global networks.

2. Cutting-edge AI and data analysts to structure

the data to the context of their specific business.

3. An organization with initiative and digital maturity

to deploy technology and training at scale.

A D D I N G R E A L T I M E I N S I G H T S TO YO U R R ES E A R C H TO O L K I T

The 3 keys to transforming your organization

Watch to see how two of the world's leading brands are using automated and real-time insights.

To access more reports, webinars, and training materials, and for guidance on accelerating

your organization with AI-enabled consumer intelligence, visit

DA N O N E : STAY I N G A H E A D O F CO N S U M E R T R E N D S W I T H S O C I A L I N T E L L I G E N C E

H Y U N DA I : D R I V I N G VA LUA B L E M A R K E T I N G I N S I G H T S W I T H S O C I A L L I ST E N I N G

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