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Nioxin Case Study

Project manager: by David Cushman

nioxin

Problem / Challenge:
Nioxin needed to identify the range and scale of online conversations being held about Nioxin as well as Hair and Scalp Care and to understand the channels, sentiment  and influencers within those conversations in order to create a social media strategy.

Deliverables:

  • Map of key channels, influencers and their communities, sentiment analysed.
  • Benchmarked against competitor set.
  • Strategic guidance based on the data.

Outcomes:

  • Three new brand positions identified.
  • The ‘support group’ environment of specialist forums revealed as offering high levels of engagement worthy of comms focus.
  • Twitter conversations comparatively low. Lots of advice is being offered – but not many are asking for it. Steered brand from wasted engagement.

Next steps:

  • Brand development work based on evidence of three use-cases among consumers. Develop co-created approach.
  • Development of a forums strategy to engage private groups.

Stakeholders:

  • Nioxin brand managers
  • Third party brand agency

Strategy

Social media audit

Countries

US

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