L'Oréal Indonesia - Brandwatch

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CASE STUDY
L’Oréal Indonesia
Learn how Brandwatch helped L’Oréal improve their market
share by equipping them with deep consumer insights
Learn how L’Oréal improved their market share by equipping

themselves with deep consumer insights from Brandwatch Consumer
Research
As one of the country’s leading companies in the eld of fast-moving consumer goods, L’Oréal
Indonesia makes the best of beauty available to consumers in the market.
Levina Herwanto, Senior Manager of Consumer, Market, and Digital Insights, is responsible for
consumer research and data insights in the makeup category.
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In this case study, she’ll take you through how Brandwatch has helped L’Oréal Indonesia to:
1. Combine datasets for deeper insights
2. Spot trends and track campaigns
3. Segment conversations to nd relevant insights for their brands
4. Improve experiences and market share
“Art and science”: L’Oréal Indonesia’s approach to digital consumer

intelligence
Levina’s team is constantly on the lookout for consumer insights. Prior to working with
Brandwatch, the team collected various “traditional” forms of consumer data and worked with
research agencies to gather insights that helped them understand their market and consumers.
While these methods are tried and tested, they can be time consuming and don’t necessarily
offer the full picture. Levina is an advocate for combining new and traditional datasets to get a
broader view.
When the team expanded into understanding social data through Brandwatch Consumer
Research (BCR), they could combine all their various forms of consumer data to generate more
meaningful insights.
"This is like art and science. In social media, it's all about
interpretation and it’s important that we have data triangulation in
place to get these insights right. The features available in Brandwatch
help us to read unstructured data and pull insights from it."
— Levina Herwanto, Senior Manager of Consumer, Market, and Digital Insights, L'Oréal Indonesia
The ability to test hypotheses and have a exible view of past and present trends is really
important for the team, and it's a key differentiator compared to traditional research methods.
"This is different from collecting primary data. With Brandwatch

Consumer Research, we can always revise our data queries by adding
more details and applying them historically which makes the whole
process more flexible. When you only collect data based on customer
interviews, there is only so much you can gather."
DISCOVER THE POWER OF DIGITAL CONSUMER INTELLIGENCE

Want to nd out how consumers are discussing your products, brand, or industry?
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Spotting trends in the data

The team is also able to analyze speci c topics that are trending within the market. An example
is understanding the topic of anxiety during the Covid-19 pandemic.
"We’ve learned that although there are ongoing worries and anxieties
around the pandemic, the tone has evolved. Back in the beginning,
consumers were afraid of being infected. Now, the anxiety is around
how to get vaccinated and what to do if they are infected. The vibe has
changed from surviving to thriving."
With Covid-19 disrupting businesses, Levina noticed that use of Brandwatch helped to mitigate
that disruption since data around new trends is so easy to nd in the team’s dashboards. Since
the beginning of the pandemic, the team has discovered a long list of ongoing trends that are
important for them to track in order to develop their business strategy.
"What I like about Brandwatch Consumer Research is it’s really easy to

use and gives us the ability to backtrack data, allowing us to see how
consumers were back then and to see changing patterns since then.
This allows us to be more accurate at trend spotting."
Campaign analysis
Speaking of trends, L’Oréal Indonesia is also able to look at how reactions have changed to
campaigns over time.
For example, many luxury brands have been leveraging the power of Kpop. Being able to
monitor how fans are reacting to these brands as a result of their partnerships with Korean
ambassadors has provided the team with new insights on how consumer preferences and
demands are changing.

The ability to analyze their own campaigns has also allowed L’Oréal Indonesia to understand
what works, and to identify areas for improvement.
What features do the team at L’Oréal Indonesia particularly like about

Brandwatch Consumer Research?
As a long-time customer, L’Oréal Indonesia has been able to retrieve better data coverage over
the years as Brandwatch has continued to innovate and upgrade.
The team also loves the segmentation capabilities available within Brandwatch Consumer
Research, which allow them to slice and dice the data into multiple product categories and
more.
What impact does Brandwatch have on the business, and what does
the future hold?
With Brandwatch Consumer Research, the L’Oréal Indonesia team is able to turn data into
actionable insights that help them sharpen their strategy. The real-time nature of the data
means they can be more agile, ensuring that product innovations and customer experiences are
being improved continuously. By using social insights data to enrich understanding of
consumers, L’Oréal Indonesia can perform better in the market.
This is also a result of strong collaboration within the team, as data dashboards built in
Brandwatch are easy to access and share among the various stakeholders in the organization.
This means they can build an understanding of the data in real time and make better-informed
decisions in the moment.
"When data triangulation comes into play, you need to be collaborative

and work closely with your team in putting the pieces together.
Educating the team around various research methodologies including
the use of social data is important and that has also contributed to
our success."

All this added together has led to some great results for the team at L’Oréal Indonesia. They are
now able to get to insights faster, and those insights have even helped them grow their market
share in one product category.
As Levina’s team continues to leverage the bene ts that Brandwatch brings, they are looking
forward to more innovation and product upgrades that will help the business grow.

Discover the power of digital consumer intelligence
Want to find out how consumers are discussing your products, brand, or
industry? Book a meeting to chat to an expert.
BOOK A MEETING


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[Upcoming Masterclass] Beyond the Tweet: Twitter Data + Brandwatch for Research

Learn how L’Oréal improved their market share by equipping

By using our site you agree to our use of cookies — I Agree

1. Combine datasets for deeper insights

2. Spot trends and track campaigns

3. Segment conversations to nd relevant insights for their brands

4. Improve experiences and market share

“Art and science”: L’Oréal Indonesia’s approach to digital consumer

"This is different from collecting primary data. With Brandwatch

DISCOVER THE POWER OF DIGITAL CONSUMER INTELLIGENCE

Spotting trends in the data

"What I like about Brandwatch Consumer Research is it’s really easy to

By using our site you agree to our use of cookies — I Agree

What features do the team at L’Oréal Indonesia particularly like about

"When data triangulation comes into play, you need to be collaborative

By using our site you agree to our use of cookies — I Agree

By using our site you agree to our use of cookies — I Agree

By using our site you agree to our use of cookies — I Agree

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