Conversation LAB will track conversations both in social media and editorial across five key Godrej markets, including the United States, the United Kingdom, Nigeria, Kenya, and South Africa.

The project covers listening and analysis of online data for eight Godrej brands, including African Pride, Darling, Frika, Inecto, Just for Me, Megagrowth, Renew, and TCB as well as more than 20 competitor brands and numerous key opinion formers.

Tessa Tysome, Godrej Global digital lead, speaking from London, says, "We have won 14 awards, with Conversation LAB in South Africa, over the last two years since we started working with them."

Tysome adds, "We continue to be challenged and excited by the innovative work coming out of this agency, hence our decision to partner with them on social listening. This will be a key project as we seek to become more consumer-centric and react faster to break-out trends."

Kevin Power, group managing director of Conversation LAB, says, "With offices now in the United Kingdom and South Africa, we are well placed to get to grips with truly global conversations, unpacking them into meaningful and actionable insights. This is the stuff we love and really believe in, listening to, analysing, and igniting conversations around brands and products. That’s why we called ourselves Conversation LAB, after all.”

In addition to this, Conversation LAB will be monitoring the conversations around the ethnic hair category and key market brands, looking to identify key trends and opportunities for R&D and feeding content marketing ideas across multiple brands and regions.

Work has already begun out of both the South African and London offices.

For more information, visit www.conversationlab.com. You can also follow Conversation LAB on Facebook or on Twitter.