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In 2018, Nutella relaunched a CSR campaign to affirm quality and responsible commitments in order to reassure consumers.
Despite this campaign, the perception of management teams remained focused on negative comments about palm oil.
Problem
How do you report on Nutella's share of voices and the conversations around the brand on Facebook, reflecting the majority of conversations?
“This study allowed us to demonstrate internally the real positive perception of the vast majority of consumers and the increased commitment that the brand generates when it is cited or used in a recipe. ”
Maxime Rolland, Digital Platform & Content Manager — Ferrero
Key outputs
- Nutella: a love brand that crushes the competition (PAT/PAT Bio/Friendly recipe products such as Speculoos)
- Palm Oil topics represent only 1% of the total volume of audience reactions
- Nutella guarantees pages that cite it an engagement that is 2 to 3 times higher than their average engagement
- Nutella is being defended directly by consumer fans, even before the brand reacts
