How a multinational FMCG group achieved 100% potential crisis coverage and detected boycott movements before they went viral with dima
Understanding Boycott Dynamics at the Brand Level
For a multinational FMCG group, boycott conversations could not be treated as one general market trend. The company needed to understand how Arabic boycott (ﻣﻘﺎطﻌﺔ) discussions were evolving nationwide, which specific brands were being targeted and what was driving public sentiment toward each one. Without this visibility, teams could identify that a boycott was taking place but lacked the context needed to assess its potential impact or determine how their messaging should respond.
Detecting Emerging Movements Before They Went Viral
With dima, the company established real-time potential crisis alerts and a weekly report dedicated to boycott intelligence. The alerts enabled teams to detect sudden changes in conversation and address 2 to 3 emerging boycott movements each month before they gained wider momentum. This shifted the company from reacting to viral conversations to identifying early signals while teams still had time to evaluate the situation and respond.
From Sentiment Intelligence to Stronger Market Positioning
The weekly report revealed which brands were being discussed, why sentiment was shifting and what concerns were driving boycott conversations. This increased the company’s awareness of audience sentiment by 30% and helped communication teams adapt their messaging more effectively. Following the success of this use case, the company expanded its use of dima to monitor broader public perception and benchmark how local and international competitors communicate with customers. These insights now help teams identify differences in audience response, strengthen brand positioning and uncover emerging market opportunities.
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