Häagen-Dazs over the web

In order to put the customer at the center of your company's concerns, it is essential, in an ultra-connected world, to follow, analyze, and take part in the conversations that concern your brand, or more broadly your industry. Thanks to social listening, you can discover what customers think about your brand and competitors.

To understand the important power of social networks and its impact on a brand, we will study a specific case.

For this, we will consider the mentions of Häagen-Dazs over the last two years in France. We observe a significant peak in May 2020, with more than 18,000 mentions, against a few hundred the rest of the time.

How to explain this buzz?

When we analyze this month's mentions more closely, we can distinguish, especially through the tag cloud, two events leading to this buzz, one of which is beyond Häagen-Dazs' control.

Firstly, the launch of a new taste in France from Häagen-Dazs generated a lot of discussion on social networks: the famous Rosé ice cream. About 20 authors, mainly news magazines, have enabled a reach of 649K. When we look at the sentiment behind this trend, the verdict is unanimous: positive.

In this case, we can say that the launch of the new Häagen-Dazs product had an excellent impact on social networks. In other words, innovation can be a success factor for brand management strategy.

Secondly, we can see from the tag cloud another trend: indeed, there seems to be a link with McDonald's and its famous McFlurry. If we take a closer look, we can see that the increase in the price of McFlurry is causing outrage among Internet users. They compare the price of Häagen-Dazs ice cream, which is a premium ice cream, to the new price of McFlurry which is a fast-food ice cream. Internet users make their dissatisfaction clear and say they will buy Häagen-Dazs instead of McFlurry.

Here, we see that the bad buzz of MacDonald's concerning the price increase of its ice creams led to the reinforcement of the Häagen-Dazs brand. Here, 120 internet users led to a reach of 30K.

We see that in this case, both events were beneficial for the brand. However, it is important to be extremely careful and avoid bad buzz. Indeed, we have seen previously that a small number of authors can lead to a considerable audience. Thus, a scandal could have an important impact on the image of the brand and have consequent repercussions on sales.

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