Danone Baby Nutrition represents Cow & Gate, the number one baby feeding brand in the UK, and Aptamil, the infant formula specialists with over 30 years experience in infant nutrition. Sarah Pursey, Regulatory Affairs Officer at Danone Baby Nutrition, explains how using Meltwater to monitor online news, helps keep the organisation ahead of the curve and track social media for reputation management and trends that are important to their customers.
Sarah explains the importance of crisis and reputation management “on one occasion, we saw an article in the US talking about the chemical BPA, which was found to be leaking out of plastic containers into the contents. While it was not relating to our business directly we were able to learn how BPA can affect babies, train our Careline staff quickly with questions and answers, so that we were prepared straightaway when our customers began inquiring.”
Meltwater Helps Reputation Management with Social Media
Another example where Meltwater helped us manage a potential reputation issue was with the horse DNA crisis seen across Europe last year. Sarah explains “Meltwater alerted us to the breaking story that horse DNA had been found in meat products. We were confident that we didn’t have an issue with our products. But, having this information a couple of hours before the news hit the UK press allowed us to thoroughly check, so that we were able to reassure our customers that all our products were fine and ensure effective reputation management.”
A One Hundred Year Old Brand Adapts to the Changing Digital Landscape
Over the years, mums have sought information to help tend to their babies in different ways, from newspapers to community meetings. Now, in the Digital age, brands such as Danone must ensure that they are engaging with their consumers online and on social media. “If customers are on their iphones, talking on blogs or sharing opinions on message forums, we need to be there listening and engaging with them” explains Sarah, “Meltwater has helped us understand the language of our consumers, for example ‘LB’ means ‘Little Boy’ or ‘DD’ means ‘Darling Daughter.” This has proved invaluable when engaging online or in message forums, as it means we understand their needs better and can adapt accordingly.
Monitoring Opinions through Social Media: Celebrity Endorsements
Recently, Danone produced a television advert. In order to monitor consumer opinion on all social media channels, a campaign was set up with Meltwater. The response to the advert across Twitter and Facebook was overwhelming, even with an unexpected celebrity endorsement that in turn created 19,000 hits. Sarah explains; “I was shocked to see how many mentions we had received overnight, compared to the usual 35! Meltwater was able to trace every one, from across the globe and show sentiment and insights into the influencers very quickly.”
Meltwater helps Danone both with its own reputation management, but also to continue to provide its customers with key information and insights so that the level of care, ability to communicate and products produced, keep customers happy, as after all, what babies eat really matters.
About Danone UK
Danone is a global FMCG company, which has four business subsidiaries operating in the UK: Danone Ltd is the fresh dairy business behind Britain’s fastest growing yogurt brands, Activia and Shape, as well as Britain’s best-loved yogurt drink, Actimel and new luxury Greek-style yoghurt, Oykos. Danone Waters (UK & Ireland) Ltd is the parent company of evian, Volvic, Volvic Touch of Fruit, Volvic Juiced and BADOIT
Danone Baby Nutrition represents Cow & Gate, the number one baby feeding brand in the UK, and Aptamil, the infant formula specialists with over 30 years experience in infant nutrition.
Nutricia Medical is a recognised leader in specialised nutrition, Nutricia has a mission to lead the use of Advanced Medical Nutrition in disease management with a broad and unique portfolio of products and the ambition to deliver only proven benefits through nutrition, as an integral part of disease treatment.