Case Nestlé, ice creams

Analysis of Online Discussions Generated Added Value to Communication Planning


Media agency Mediaedge:cia Finland’s Interaction department (MEC) produced a vast study for Nestlé Finland about Finland’s ice cream industry. The study was based on Internet discussions and it was conducted with the help of Whitevector’s Chat Reports service. Discussions concerning Nestlé’s own and its competitors’ ice cream brands as well as general industry conversations were investigated. Based on the study, MEC was able to give clear recommendations for Nestlé’s marketing and communications.

Besides the general ice cream related discussions, the aim of the study was also to see what kind of impact Nestlé’s marketing investments have on the discussions and which target groups pay attention to which ice cream brands. Chat Reports’ versatile reports served as a basis for the study and they were supported by MEC’s own research data and comprehensive analysis of the relevant discussion threads. Thereby consumers’ opinions, preferences, and brand associations were thoroughly understood.

By looking into the discussions, MEC was able to divide ice cream consumers into sixteen different groups depending on their consuming habits and social status. The profiles will help Nestlé to find even more accurate target groups that base on interests rather than on simple demographic features. Additionally, efficiency of marketing and communications can be enhanced when the profiles and roles of the different groups can be implemented into the traditional segmentation of consumers.

It was noticed that consumers were very interested in talking about ice creams: there was a remarkable number of ice cream related discussions at many different sites. A further analysis of the discussions revealed how people reflected different brands and which features were appreciated. Tommi Holmgren, Director of MEC Interaction, says: “By analysing the discussions, we noticed that if a brand’s position is strong, marketing messages tempting, and advertising investments well planned, number of mentions and discussions of that brand increases. This is desirable since in certain cases lively discussions mean increase in sales.” Additionally, MEC was able to give Nestlé recommendations about which target groups it should especially target and how it should be implemented.