Case Study: How i-Genie.ai Helped a Leading Hair Care Brand Boost Brand Equity by 8.3%
By i-Genie.ai
- case study
- Brand Research
- Social Media Listening/Intelligence
- Ratings & Reviews
- Data Analytics
- Integrated Data
- AI
- Artificial Intelligence
- Brand Tracking
- Dashboards
A leading FMCG hair care company operated in a highly competitive US market. Established giants and rising disruptors were putting increasing pressure on the brand. Its brand equity had stalled, despite outperforming the category average. Its Buzz score had also dropped 17%. With limited time and budget, traditional survey-based research was not a viable option. Existing approaches also lacked the depth and speed needed to understand the problem and take action.
The client adopted Brand Pulse, i-Genie.ai’s survey-free brand equity monitoring platform. Using the Brand Pulse Score dashboard, the team could track seven brand equity measures, including Buzz, Trust, Advocacy, and Affinity. The dashboard tracked these measures monthly across the full competitive set. The Buzz metric measured share of voice across eCommerce reviews, search, and social platforms. The team used it to identify the source of the decline and understand which equity drivers set top-performing brands apart from the wider market.
Within three months of acting on the insights, the client recorded an 8.3% increase in brand equity. Its Buzz score also increased by 41%, rising 12 points to 41, while its Trust score rose by 4%. The brand equity score showed a 0.75 correlation with market share four months later, suggesting a wider commercial impact.
“We have enjoyed pioneering with i-Genie.ai using their innovative cutting-edge tech tools, enabling fewer primary surveys to get to the heart of what consumers want and need.” — CMI & Analytics Director
Read the full version of this case study on the i-Genie website here.
