Managing large brands with diverse product lines is often a challenging task that requires special care and constant attention. To keep everything under control, effective social media management and understanding how consumers perceive each product are key to ensuring a strong brand reputation.
For this reason, Camil Alimentos chose Buzzmonitor to gain access to strategic data, increase visibility, ensure monitoring accuracy, and fully manage its social media, products, and influencers.
Camil Alimentos is one of the leading food companies in Latin America, with a broad portfolio that includes segments such as grains, sugars, canned fish, pasta, coffee, and cookies.
Challenge: Lack of Strategic Data and Excessive Manual Work at Camil Alimentos
Before using Buzzmonitor, the Camil Alimentos team faced a heavy manual workload and had limited control over their social media and products.
One of Camil Alimentos’ brands, União, operates in two different categories: sugar and coffee. To obtain segmented data for each, the team had to manually count mentions, which slowed down the analysis and reporting of performance metrics.
Another challenge was evaluating the results of influencer collaborations, as the previous platform did not collect all comments, making it difficult to engage and assess the real impact of those partnerships.
Process: Optimization Through Dashboards and Triggers
For Camil Alimentos, several Buzzmonitor modules were essential to overcoming these challenges: Monitoring, Dashboards, Customer Service, and Analytics.
In particular, Buzzmonitor’s Dashboards allowed Camil Alimentos to gain a broader, more detailed, and more flexible view of their social media data.
In the case of the União brand profiles, which include coffee and sugar, automatic tags were implemented to differentiate comments, mentions, and performance by category. This resulted in a more specific view and focused dashboards that provide quick access to data.
Another highlight was the use of Triggers in monitoring. Camil partners with influencers, and to facilitate the analysis and visualization of metrics related to these collaborations, triggers were introduced.
By entering a collaboration link, the trigger identifies that the metrics relate only to that partnership, allowing for much more accurate results tracking.
Results: More Accurate Data and Strategic Decision-Making
With a better understanding and more detailed view of all social media activities, Camil Alimentos gained greater visibility and agility in their results. Now, the company’s brands have access to all relevant information and can analyze each product category through optimized reports. The platform has become the right hand of the digital channels team.
Another important point is that analysts have benefited both professionally and personally, thanks to the learning they’ve gained from using the platform.
“Buzzmonitor is responsible for collecting all interactions on our profiles. It’s the first tool we open and the last one we close, as we do all of our daily work on it—whether it’s direct interaction with consumers or generating results from reports.”
– Joyce da Silva | Digital Customer Service Supervisor
