Extrême over the web

Managing a brand is managing a brand inside of the company (with the tools available, the chosen strategy, the desired objectives to achieve) but also according to what is happening outside of the company (the reputation and perception of the brand). The main goal is to verify that the decisions made by the managers within the company are spread similarly with the population.

For this, we will consider the mentions of “Extreme glace” over the last two years in France. We intentionally got rid of the “^" because people do not use it and we added the word “glace”, which means “ice-cream” in French because “extrême” is a common word. We used the tool Digimind in order to analyze the data and try to link them with the decisions that might have been taken by the managers.

First, let’s have a look at the mentioned over the web. We observe three significant peaks in March 2020, February 2021 and June 2021 with on average 352,000 mentions, against a few hundred the rest of the time.

We can explain the two winter peaks because it is at this period that Extrême launch its innovations.

The top three hashtags are the following : #glace, #extreme and #sport. The two first are very logical. However, the third one arouses curiosity. Actually, in May 2021 Extrême started to communicate a lot about its involvement alongside women athletes. We can see on their Instagram profile that Extrême is sharing the stories of these athletes and organizing events with them.

Most of the people are neutral regarding the famous brand of ice-cream and 34% have a positive image. If we pay attention to the emojis shared in relation to Extrême we can see that there is an obvisous link : frozen, ice-cream, love, yummy, France and the emoji “next” certainly refering to the slogan : “Extrême enjoy what's next !”

Therefore, we can affirm that the periods of high involvement and the mentions over the web are coherent with the willing aim of the Extrême's strategy.

Words : 343

SOURCES :

https://search.digimind.com/