Tetra Pak: Brands Should Increasingly Target Connected 'Super Leaders' to Thrive in a Digital, Information-Saturated World

LAUSANNE, Switzerland, September 6, 2017 /PRNewswire/ --

Super Leaders - a newly-defined digital community of early adopters and brand amplifiers - are now the most influential group in building, or eroding, brand preference, according to the Tetra Pak Index 2017. Companies that fail to engage with Super Leaders in the right way risk missing the opportunity to harness their influence and help them build their business.  

Brands need to focus their online engagement on a new generation of influencers if they are to thrive in a connected, information-saturated world, according to the Tetra Pak 2017 Index. The company has identified a group of Super Leaders, the most influential subset of the wider online community. When engaged, these influencers can become brand advocates to spread messages, shape opinions and help build trust in products.

The report shows that third-party, user-generated content is becoming increasingly important, and is often more convincing than direct communications from brands. By engaging the Super Leaders, brands can concentrate their resources on a smaller group, while reaching a wider connected audience.  As case studies in the report illustrate, many brands have already begun this approach. 

Representing just 7% of the online population, Super Leaders are the most active and social people online. More than half (57%) of them write brand and/or product reviews every week, and nearly two-thirds (65%) say they are more likely to do so after a positive experience. In addition, more than three-quarters (78%) expect brands to reply to their reviews and ratings, saying that interacting with brands on social media improves their opinion of that brand (79%).

The report also shows how the customer journey is: http://www.tetrapak.com/about/newsarchive/the-connected-consumer

About Tetra Pak  

Tetra Pak is the world's leading food processing and packaging solutions company. Working closely with our customers and suppliers, we provide safe, innovative and environmentally sound products that each day meet the needs of hundreds of millions of people in more than 170 countries. With more than 24,000 employees around the world, we believe in responsible industry leadership and a sustainable approach to business.  Our motto, "PROTECTS WHAT'S GOOD™," reflects our vision to make food safe and available, everywhere.

More information about Tetra Pak is available at http://www.tetrapak.com

MEDIA CONTACTS 

Jane Jarosz  
Tetra Pak
Tel: +39-059-89-8954
Jane.Jarosz@tetrapak.com  

Judith Klusener   
Edelman for Tetra Pak
Tel: +44(0)20-3047-2451  
Judith.Klusener@edelman.com