Study: Diptyque's digital reputation
- Eloïse Niklaus
- Nov 23, 2020
- 4 min read
Updated: Nov 30, 2020
The analysis of the various opinions given by the clientele on the different social media allows us to better understand the brand's reputation, and more particularly its digital reputation, and the position it occupies in the minds of perfume enthusiasts. The Digimind tool, a social media listening and analysis tool and competitive watch software, thus allows us to analyse and understand how consumers and online users feel about the Diptyque brand and its social media strategy, by which it is supposed to generate content and interactions with users.
Diptyque is a relatively active online brand that communicates across various social platforms:
- Facebook, where the brand presents its products, limited editions and product sets through short video animations and promotional mini-films (as for the Christmas collection created in collaboration with Ugo Gattoni), its collaborations with artists, its commitments ( contribution of part of the profits from the sale of one of their products to the actors in the fight against Covid-19 for instance), with direct links to purchase
- Instagram, where the brand presents its different products and new releases, according to the seasons, exclusive images of the creative process of the artists collaborating with the brand as well as direct links for purchase
- Twitter, where the brand presents its successes (e.g. award for Best Unisex Fragrance by @CEWinsider for Eau de Minthé or 2020 Grooming Award by @esquire for the Softening Hand Wash in the Essentials Category), its collaborations (e.g. collaboration with Ugo Gattoni, the artist with whom Diptyque collaborated for the Marvelous Beasts 2020 winter collection and its collections via the distribution of promotional mini-films), its new products (e.g. the new Diptyque collection for the 2020 Marvelous Beasts winter collection)
- LinkedIn, where the company also presents its latest news, collaborations, successes and latest collections.
An analysis of the period from 16 October to 15 November shows that, on average, the brand is mentioned on social networks at least a 100 times a day, with peaks on some days reaching as many as 550 mentions, as happened on November 10th.
In total, there were about 6,000 mentions during this period, by almost 4,000 different users.
The opinions are international and expressed in different languages (Chinese, German, English, Thai...).
Thanks to the analysis of the hashtags associated with the reviews, we notice that the brand is often cited with its competitors (JoMalone, Chanel, Gucci, Tom Ford, Guerlain, Burburry...). We observe that nearly 250 times, the brand is mentioned with the hashtag #hkonlineshopping or #hkonlineshop, thus showing the importance of online sales in the minds of users.
Users mentioning the brand are mainly from China (10% of mentions), Europe (France, Germany and England, respectively cumulating 8%, 6% and 3% of the mentions), the United States and Australia both cumulating 8% of mentions, New Zealand with 7% of mentions and India with 3%.
We observe a concentration of users mentioning the brand in large metropolises, such as Paris, with 24% of mentions, and London (5%) for Europe, New York with 3% of mentions in the United States, Taipai (7%), Bangkok (7%), Hong Kong (4%) and Tokyo (3%) for Asia.
The most important audiences during the period studied are those of media accounts such as New York Magazine (2M for a tweet about Dyptique candles), Self Magazine (502k people reached by a tweet about the Dyptique Advent calendar, featuring mini perfumes and hair care products in miniature format), British GQ (331k people) on Twitter; the Taiwanese media EBCBuzz (3M people reached via a post about the 2020 Christmas collection), British Vogue (with an audience of 3M people reached via a post promoting an article mentioning the house's art director) or Elle Taiwan (1M people reached via a post about the latest Christmas collection) on Facebook. The brand is also mentioned on online sales sites such as EBay (where users sell products such as Eau de Rose eau de toilette) or Walmart (selling Eau de Moheli, Eau de Neroli and Eau de Rose). Also, the brand is mentioned by users on other networks, such as the Chinese social network Weibo, where the audience appears less important but remains significant (46k people, 11k people...).
The brand is mentioned as well by influencers through videos, such as unboxing of Advent calendars by the influencer A Hated Mess (audience of 41k people), a shopping day filmed by Izzi Van Oppen (audience of 9k people) or a video presenting the autumn favourites by the influencer Victoria Hui, which reached 5k people.
The Digimind tool does not provide information relative to the age of the users mentioning the brand. However, it does show that the brand is mentioned by 54% of men during the period studied, a figure that should be nuanced given that the majority of media on social networks are most certainly registered by the artificial intelligence of the networks as male users. The platform also provides information about the lifestyle of the users mentioning the brand, most of whom work in professions such as author-editor, project manager, manager, lifestyle blogger and content creator, directors and beauty experts.
The general sentiment expressed by users over the period studied is rather positive (54%). Neutral feelings (communication of information) represent 38% of users' opinions, while negative opinions represent only 8%.
The list is emojis associated with reviews can provide a general overview of the emotions associated or topics mentioned in the opinions: the hearts evoke for instance a positive feeling, as do flames and stars. Candles, dead leaves, gifts, Christmas trees can refer to the season and the Christmas period, which is suggested in the posts and tweets mentioning the brand.
By Eloïse Niklaus, 23/11/20
Source: Digimind
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