PMI. Watched closely.
dig delivers a live read on the forces shaping brands across social, from creator sparks and product launches to cultural shifts and emerging narratives.
The stories driving the Philip Morris International conversation.
Narratives, not hashtags. dig surfaces the meaning behind each clip, ranking the stories by momentum and breaking them down by generation.
What people really think about Philip Morris International right now.
The narratives that haven't hit yet.
Early negative signals that give comms a head start before the story spreads.
Who's actually calling the Philip Morris International conversation.
Read this as a risk register rather than a performance report. The reach is enormous and almost none of it is controlled: fan accounts, cessation advocates, clinicians arguing about harm reduction, and a US political post that turned the brand name into a slogan. dig can show a regulatory affairs team what is being claimed in its name, in nine languages, before a regulator does.
The ZYN meme layer, the switching narrative, the harm-reduction debate, international reach, cessation advocacy, the Marlboro inheritance. Tracked.
Each part of the category conversation with the thread running underneath it, and the thing a comms or regulatory lead would want to know before a health authority raises it.
The actions your team can take this week.
The creator to engage, the narrative to get ahead of, and the talking point that needs to be ready before the story moves.