Identify themes and sub-themes related to YOP brand mentions.
YOP: data-driven insights
Understand the brand and its appropriation by consumers, to guide the new brand strategy in 2023.
Understand the brand and its appropriation by consumers, to guide the new brand strategy in 2023.
The objectives
of the research
YOP is a strategic brand of the Yoplait group, and seeks to breathe new life into its relationship with its target of conquest: teenagers.
The brand entrusted the agency with the development of an original methodology to capture and use data in an innovative way, in order to collect insights closer to the reality of the relationship between the brand and its priority consumers.
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Identify how Internet users speak about the YOP brand.
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Identify weak signals to drive future communication and positioning axes.
Implemented
strategy and methodology
In order to understand in a precise and insightful way the relationship between the brand and its consumers, we did not ask them anything, we listened to them. Our strategic planning was based on the Dékuple Listen methodology and carried out a tailor-made study based on the targeting of semantic data linked to the universe of the brand.
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Implementation of 4 major types of semantic queries: A general approach, one by tastes, one by feelings produced and one by brand values.
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Framing of listening to the French language, time over 3 years of historical data and sourcing. Namely: META (Facebook, Instagram) strongly limits access to its data.
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Noise reduction. Very complex element due to the polysemy of the word YOP and its misuse. The digital listening of YOP required a very strong reduction of parasitic mentions.
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Extraction of 19,700 mentions related to our scope of research.
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Exploitation and re-working of the data collected by the agency’s strategic planners.
Résultats
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mentions related to the scope of research
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Nouvelle stratégie
Cette approche insightée a servi de base à la refonte stratégique menée actuellement par la marque.
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Grand Prix
Grand Prix de la Data 2023 (Argent, catégorie "insights")
