Case story: Using social picture analysis to design culturally relevant pack graphics

Case story: Using social picture analysis to design culturally relevant pack graphics

Using social picture analysis to design culturally relevant pack graphics for a leading FMCG company

Using consumer-generated content to inform pack strategies

Using consumer-generated content to inform pack strategies

Solution: Social picture analysis

The challenge

A large FMCG company wanted to ensure that the images used for the packaging of its laundry detergent were culturally relevant and connected with today’s modern consumer.

The results

The results of the report and the online gallery of 2,000 pictures that we created were used to ensure that the final pack graphics depicted kids’ activities that were culturally relevant for the respective regions.

How we got there

We first customized and optimized an image search strategy. We then collected 120,000 consumer-generated pictures from Instagram and Weibo for the selected countries and stored these using our own customized software.

Next, we used human analysis to assess the relevancy of pictures based on a number of parameters to identify 2,000 pictures for further evaluation.

Our analysis and insights highlighted which kids’ activities (that could cause stains) were the most popular in each region.

Identifying culturally relevant imagery with social picture analysis

  • Use consumer-generated content to gain a better understanding of your target market quickly
  • Assess the cultural relevance of pack graphics
  • Analyze and code images according to specific parameters using human coding
  • Curate a library of relevant images for future inspiration

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