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The Top 10 Personal Care Brands on Social Media

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Top Personal care brands on Social Media (India) June, 2014
Transcript

Top Personal care

brands on Social Media

(India)June, 2014

HIGHLIGHTS:

• 77% of the brands in the industry engage with their

audience on Facebook

• In the personal care segment, most social media buzz

are on brands owned channels. In other words, social

media buzz requires push from the brand. Most of them do

not have high amount of earned media. Pond’s may be

one unique case where the earned media is higher than

owned media.

• Pampers India fared the best on Facebook. They have the

highest score of 96 and have second largest fan base next

to Nivea

• Lakme has achieved the highest score on Twitter in the

last month.

• Nivea had the highest fans on Facebook and Gillette

India is the most followed brand on Twitter

Rank Company name S360 Facebook Score

1 Pampers 95.8

2 Nivea 93.2

3 Sunsilk 92.1

4 Rexona 89.5

5 Dove India 86.8

6 Vaseline 83.6

7 Gillette 83.2

8 Lakme 77.9

9 Lifebuoy 72.1

10 Pantene 71.6

TOP 10 PERSONAL CARE BRANDS ON FACEBOOK

Rank Company name S360 Twitter Score

1 Lakme 93.3

2 Garnier (skin care) 92.8

3 Gillette 90.8

4 Nivea 86.2

5 Dettol 80.5

6 Pond's 79.5

7 Rexona 79.0

8 Pantene 73.8

9 Dove 73.4

10 Cinthol 72.8

TOP 10 PERSONAL CARE BRANDS ON TWITTER

EARNED VS OWNED MEDIA BREAKUP

6.2

10.6

2.3

2.5

7.2

10.2

0.2

1.5

1.5

0.2

0.7

0.2

0.010.020.0

Ow…

93.83

84.72

60.74

49.71

39.78

7.57

14.59

7.54

3.83

3.1

1.25

0.43

0 20 40 60 80 100

Earned

Data normalized to 100, For earned and owned media calculation, only Twitter

is considered.

Earned media Owned media

WHILE PAMPERS HAS THE HIGHEST NUMBER OF ENGAGED FANS, NIVEA HAS THE

MAXIMUM NUMBER OF FANS

Performance of personal care brands on Facebook, June 2014

Personal care, India, Source: Simplify360

LEADERS

PEO

PLE

TA

LKIN

G A

BO

UT

NO. OF FANS

Size of the bubble

represents the percentage

of engaged fans to the

total fans on the page

Pampers

Nivea

Sunsilk

Rexona

Dove

VaselineGillette

LakmeLifebuoy

Pantene0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000

NIVEA HAS THE HIGHEST SHARE OF FANS ON FACEBOOK

20%

19%

16%

13%

6%

4%

3%

3%

2%

2%

2%1%1%1% 1% 1% 1% 0% Nivea

Pampers

Sunsilk

Rexona

Vaseline

Gillette

Dove

Lakme

Head & Shoulders

Pantene

Lifebuoy

Pond's

Pears

Park Avenue

Garnier (skin care)

Whisper

Dettol

J&J (clean & clear)

Stayfree

Lux IndiaShare of fans of top 20 personal care brands Facebook, June 2014

14,4

23

13,4

27

11,7

61

9,10

7

4,62

1

2,77

6

2,23

6

2,14

0

1,95

8

1,26

1

1,22

1

1,21

8

1,03

7

1,03

5

1,00

0

930

798

769

440

255

Niv

ea

Pam

pers

Sun

silk

Rexona

Vase

line

Gill

ette

Dove

Lakm

e

Hea

d &

Sho

uld

ers

Pante

ne

Life

buoy

Pond's

Pea

rs

Park

Avenu

e

Garn

ier

(ski

n ca

re)

Whisp

er

Dettol

J&J

(cle

an &

cle

ar)

Sta

yfr

ee

Lux India

FAN SIZE COMPARISON OF TOP 20 PERSONAL CARE BRANDS ON FACEBOOKIN

TH

OU

SA

ND

S

Size of the bubble

represents the number

of tweets sent from the

official twitter handle

GILLETTE IS THE MOST FOLLOWED BRAND ON TWITTER

LEADERS

Lakme

Garnier (skin care)

Gillette

Nivea

Dettol

Pond's

Rexona

PanteneDove

Cinthol0

500

1,000

1,500

2,000

2,500

3,000

3,500

0 5,000 10,000 15,000 20,000 25,000

Ment

ions

Followers

21,7

23

13,7

53

10,2

60

9,09

9

8,23

8

8,01

2

6,50

1

5,21

2

4,19

4

3,98

0

3,14

5

2,89

8

2,57

0

1,47

7

825

314

216

57 52 31

Gill

ette

Lakm

e

Garn

ier

(ski

n ca

re)

Cin

thol

Dettol

Niv

ea

Pond's

Rexona

Dove

Pante

ne

Him

ala

ya

Sta

yfr

ee

Sun

silk

Life

buoy

Park

Avenu

e

Hea

d &

Sho

uld

ers

L'O

real

Whisp

er

Vase

line

Lux India

FAN SIZE COMPARISON OF TOP 20 PERSONAL CARE BRANDS ON TWITTER

APPENDIX

6.17

10.6

2.25

2.46

7.2

10.21

0.18

1.49

1.49

0.21

0.73

0.21

93.83

84.72

60.74

49.71

39.78

7.57

14.59

7.54

3.83

3.1

1.25

0.43

Garnier

Lakme

Nivea

Lifebuoy

Gillette

Ponds

Rexona

Pantene

Dettol

Dove

Sunsilk

Cinthol

Owned Earned

Owned vs Earned

Data normalized to 100, For earned and owned media calculation, only Twitter

is considered.

Methodology

Simplify360’s proprietary listening tool is used for collecting the data and counting the

number of mentions for each company. The parameters considered for Twitter and

Facebook were also gathered through Simplify360.

A Total of 39 brands were considered in the analysis.

Geography considered: India

Period of analysis: June 1 to June 30, 2014

Simplify360 – The Leader of Social Business Intelligence

Most admired brand for Social Media Research on Slideshare

Top 10 Product Technology Company by TechSparks 2010

Listed amongst TOP 10 SMM tools by PR2020 and SocialMedia8

Social Business

Intelligence

www.simplify360.com

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