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When Bimbo , one of the world's largest baking companies, launched a limited-edition cupcake in the U.S., it had no idea how it would enrage its other markets, particularly Mexico, on social media.
Gansito is a popular pastry that holds a place in the hearts of all Mexicans. With more than 50 years on the market, it has a 90% awareness rate, which means that practically the entire population knows this product .
Due to its great popularity, any decrease in Gansito's performance significantly affects the entire Marinela cake category , the pastry products division of Bimbo to which it belongs.
Gansito is a popular pastry that holds a place in the WhatsApp Number Database hearts of all Mexicans. With more than 50 years on the market, it has a 90% awareness rate, which means that practically the entire population knows this product.
Marinela
Advertising company Vector P monitors all online conversations about Bimbo and its brands with Brandwatch Analytics and Brandwatch Vizia . Thanks to this, in May 2015, the team identified that Gansito was beginning to show a negative trend in its online participation: there was a lower volume of conversation than usual.
Despite efforts in digital communication, this trend was not significantly reversed and five months later, in October 2015, Gansito was below its average participation.
That same month, an increasingly urgent conversation was detected on social media. In the United States, Marinela had launched 'Gansito Red Velvet' , a special edition gansito with a different flavor, designed for that market. The brand never thought of doing something similar in Mexico, since the pastry had not changed its original recipe since its creation in 1957 and they thought that the Mexican market would not like a sudden change in flavor. However, that did not turn out to be the case.
The case of 'Gansito Red Velvet' is a perfect example of Social Intelligence. A business decision based on insights extracted from social networks and supported by all the data collected. Bimbo used Brandwatch to develop a social media campaign that generated a 12% increase in product sales and profits of $580,000.
Brandwatch
When the news reached Mexico, outraged Mexican users demanded through social media that the cake with the new flavor be brought to their country . With such intensity that they turned 'Gansito Red Velvet' into a viral topic . In this crisis, a business opportunity was detected for the brand and Bimbo was proposed to bring the cake to the country, implementing an unplanned launch.
The case of 'Gansito Red Velvet' is a perfect example of Social Intelligence . A business decision based on insights extracted from social networks and supported by all the data collected. Bimbo used Brandwatch to develop a social media campaign that generated a 12% increase in product sales and profits of $580,000 .
Leyre Cabañas , Head of Marketing Latam&Spain at Brandwatch, with more than 10 years of experience working in the digital environment, presented this case during her participation in the
Brandwatch is the market-leading social intelligence platform that helps brands around the world make smarter, data-driven decisions. Its Brandwatch Analytics products and Vizia platform enable smarter decision-making around the world.
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