Case Study: Wavemaker achieves instant noodle consumer personas and actionable campaign and product insights with YouScan

An advertising agency analyzed consumer behavior of instant noodle consumers

Wavemaker, an international network of advertising agencies, partnered with YouScan to analyze instant noodle consumers. Facing limited experience in social media monitoring, understanding the potential of visual insights, and selecting the most influential mentions, Wavemaker turned to YouScan’s Social Media Listening (SML) platform with AI-powered visual insights to gather and interpret large-scale social data.

YouScan collected roughly 2 billion mentions and analyzed more than 1,000 messages, enabling Wavemaker to identify three target audiences (students, esports athletes, and women on a diet aged 20–50), map consumer perceptions (e.g., cheat meal, hangover remedy, children’s treat), and surface product ideas (dry snack, cup noodles, low-calorie options, larger portions, recipe blog). The YouScan-driven insights produced clear audience segmentation and actionable recommendations for campaign strategy and product development, helping Wavemaker refine targeting and improve ROI.

Wavemaker

Irina Siagina

Senior Insight Specialist