A recent social listening report from Capstone-Intel revealed that international health and beauty care brand Watsons has been making a good social media presence for over a year, highlighting that most of its presence is positive and highly engaged by Filipino social media users.
Capstone-Intel is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Background
Watsons is a prominent healthcare and beauty care retail chain operating in Asia and Europe. It serves as the flagship brand for the A.S. Watson Group, which is primarily owned by CK Hutchison Holdings.
With an extensive presence, Watsons operates approximately 8,000 stores and 1,500 pharmacies across 15 markets in Asia and Europe. These markets include Hong Kong, Indonesia, Macau, mainland China, Malaysia, the Philippines, Singapore, Taiwan, Thailand, Vietnam, Turkey, Ukraine, the United Arab Emirates, the Kingdom of Saudi Arabia, and Qatar.
In 2002, Watsons entered the Philippine market through a partnership with SM Prime Holdings. The brand made its debut at the SM Megamall, marking its entry into the country.
Watsons has gained popularity among skincare lovers in the Philippines due to its diverse range of products, which encompass various options for personal care, including soaps and hair care. Additionally, the store also caters to pharmaceutical needs, providing a comprehensive shopping experience for customers.
Methodology
Capstone-Intel examined Watsons’ online presence for one year, from November 23, 2022, to November 23, 2023, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the beauty and health care brand.
Facebook Performance
Capstone-Intel found that Watsons garnered a 305,725.8 engagement score for its 12,893 total post count, which yielded over 1,262,330 total reaction count. When broken down, “Facebook like” accounts for 43.1 percent of the total reactions, with 544,698. Followed by “Facebook love” with 410,642 reactions (32.5 percent), “Facebook haha” with 267,553 (21.2 percent), “Facebook wow” with 37,034 (2.9 percent), “Facebook sad” with 4,035 (0.3 percent), and “Facebook angry” with 905 (0.1 percent).
Looking at the data, the majority of “Facebook like” and “Facebook love” reactions can be attributed to several Filipino social media users loving the brand.
Online mentions
Capstone-Intel likewise revealed that Watsons received 88 percent positive mentions and the remaining 12 percent was negative mentions. This means that the article mentions of the brand is mostly in a good light. It is also worth noting that Watsons received 13 million social media reach while its non-social media reach yielded over 5.1 million non-social media mentions, which has generated over 1.1 million user interactions.
Top posts
The top post for Watsons was a promotional post from Ever Bilena Cosmetics inviting consumers to avail of its discounted items, receiving a 27,765.8 engagement score. This was followed by a nostalgic social media post from Klasik Titos and Titas of Manila exposing the “original Watsons” of adults back in the 90s. This post yielded a total of 13,813.3 engagement score. The third most engaging post for Watsons was an advertisement from social media personality Senyora, which also promotes a rising skincare brand, yielding a total of 11,158.3 engagement score.
