Date post: | 21-Apr-2017 |
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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
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
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