Lancôme’s “Write her future” program: social listening

(Source: Marie-Claire)

Click on the link to see the video: https://youtu.be/9jnarv2LWk0

Lancôme is an engaged brand, in 2018, the brand joined forces with the ONG care to create the “Write her future” program. This program aims to help illiterate women all around the word to teach them how to write. 76 million of woman aged between 15 and 24 years old are in this situation today, and the program has already help women in different developing countries: Morocco, Guatemala and Thailand, but also in developed countries where illiteracy is still present. To give you an example, 1 million women in France are illiterate.

The brand not only helps this cause financially (Lancôme has invested 2 million euros this last 5 years for this purpose), but also encourages people to talk about it.

The main projects conducted for this purpose are the following: Women’s right in Guatemala, Integration and independence in Thailand, Women’s schooling in Morocco.

Let’s see what people think about this project on the internet. All of these elements has been searched with Digimind, which is a social listening tool. The information have been taken in the period between November 2018 and today.

As we can see in this graph, the program attracts Internet users' attention, and more particularly with some pics in the month of September. This is probably linked with the fact that this is the back-to-school time, a period in which causes like this one are more discussed.

“Write her future” has been mentioned during the last 2 years on different countries such as the USA (44%), France (28%), Spain (8%), Italy (3%), Mexico (4%), Brazil (2%), Ecuador (2%), United Kingdom (3%), and India (2%).

The subject has been aborded 843 times and has reached 10 million of people through different social media: Twitter, Facebook, Instagram and blogs. News website have also talk about the “write her future” purpose such as news.yahoo.com, elle.com, lesechos.fr, marieclaire.com, larepublica.pe…

In the social medias, we can see that some influencer and celebrities have talked about it such as Vincent Cerruti in Twitter, Penelope Cruz (Lancôme ambassador) and Carol Bouwer in Instagram.

Even if the program is about women, as many women as men has talked about it (50/50). We don’t have any information about their age, but we can see our interest related to the subject. Thus, we can see that people mentioning the “Write her future” program shows interest for Lancôme, for women, associations, literacy, books….

When it comes to feeling express while talking about the subject, 49% of the mentioning were positive, 38% were neutral and 13% were negative. These feelings can be seen through the emojis used which reflect love, strength, education and hope.

To conclude, Lancôme has brought a beautiful cause, touching and engaging people.

Written by: De Sousa Manon

References:

https://www.lancome.fr/landing-page-write-her-future-program/

Digimind