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Consumer opinions about Nutrilon infant nutrition are shaped across platforms such as Rednote and Douyin, where parents share experiences, compare products and ask for advice. Nutricia needed a structured way to understand these conversations and identify the topics influencing how Nutrilon products were perceived.
We used a Chinese social listening tool that tracks online conversations across all major platforms, to monitor brand and product mentions, sentiment, recurring topics and competitor activity. We then manually reviewed relevant Rednote posts, Douyin videos and comment sections to understand the context behind the data.
The findings were brought together in regular reports covering changes in discussion, product questions, competitor developments and recommendations for future communication and campaigns.
Nutricia gained a clearer and more consistent view of how consumers discussed Nutrilon, compared products and made choices. The reporting helped the team identify relevant content themes, improve product communication and use real consumer questions and experiences as input for marketing campaigns and partner communication.
