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Case study: Social Media Analytics to reignite growth for a global snack brand
BACKGROUND
- A CPG snack manufacturer faced declining shares among millennials and GenZ and heavy competition from new D2C snack startups leveraging social media buzz.
- The company also faced inconsistent campaign performance across social platforms and wanted regain its momentum.
METHODOLOGY
- Social listening using Talkwalker covering multiple platforms including Instagram, TikTok, X (Twitter), Reddit, and YouTube, and custom NLP models.
- AI-driven sentiment modeling, to analyze emotional tone and contextual associations.
- Mapped 100+ snack-related influencers and micro-communities discussing food trends.
OUTCOME
- Our analysis revealed that 65% of snacking conversations were driven by texture, flavor innovation, and ‘better-for- you’ ingredients. Competitors’ plant-based and protein-rich snacks dominated organic talks.
- Micro-influencers in the fitness and ‘clean eating’ segments engaged 3.4x times more with competitors.
- Suggested launching limited edition global flavors co-created by GenZ and highlighting ‘real ingredients.’