Procter & Gamble,
In March 2024, Procter & Gamble commissioned Maggiore to conduct a "Social Listening Analysis and Vulnerability Assessment" for its brands in Mexico (Ariel, Downy, Salvo, Tide), Brazil (Downy), Chile (Tide, Downy, Ariel), and Colombia (Downy, Ariel). The goal was to identify category trends, consumer concerns, brand sentiment, and future risks to guide strategic planning.
Maggiore carried out 10 regional analyses between March and June 2024, integrating social listening, search analysis, e-commerce reviews, and influencer identification to build a 360° view of the consumer. It used tools such as Brandwatch and Google Trends, correlated findings by country and category, and delivered reports with vulnerability assessments and strategic recommendations.
The analyses delivered actionable insights: the centrality of scent in the experience, interest in more natural solutions, doubts about new formats, and risks from sponsorship associations. Maggiore proposed recommendations on format innovation, packaging, and communication, which made it possible to fine-tune campaigns, prioritize risks, and define the optimal update frequency.
