Score a Goal by Leveraging Soccer Fans for Marketing and Brand Engagement

shutterstock_1087434206 The fall is ripe with marketing opportunities: holiday shopping, MLB playoffs, NFL season kicking off and NBA and NHL seasons underway. But this fall, a big opportunity is falling into marketers’ laps – the highly anticipated FIFA Men’s World Cup. This 64-game soccer tournament kicks off on Sunday, November 20th from Qatar and presents big opportunities for brand marketers and advertisers alike. Recently, Adweek touts that “This Year’s World Cup Is a Key Performance Marketing Opportunity for US Brands,” and reported that NBCUniversal has “already sold approximately 90% of its advertising inventory” for the 2022 World Cup within 100 days before the tournament. World Cup advertisers will surely evaluate countless measures to affirm their decision to advertise. One key indicator that all marketers should measure is the impact on a brand’s offline and online conversation. Engagement Labs research shows that talk matters. In fact, Engagement Labs research shows that online and offline conversation, together, drive about 19% of purchases, but online conversation by itself drives less than half as much. Our analytics study contribution to the Journal of Advertising Research“How Measuring Consumer Conversations Can Reveal Advertising Performance” confirms that there is a close and valuable relationship between word-of-mouth and advertising success – from major sporting events, sponsorships or tentpole events. The analytics estimated that, on average, 25 percent of advertising’s impact involves the stimulation of conversations. As a marketer looking to maximize your 2022 results, Engagement Labs has the data and insights to help you drive advocacy that will amplify your messages and accelerate sales. With the World Cup and sports top of mind, here are some meaningful data and insights on the powerful audience of soccer fans.  

Soccer Fans Are Natural Conversationalists

Soccer Fans engage in 90 offline brand conversations each week – 15% more than the average person (78). Soccer Fans Weekly Consumer Conversations Across All Categories - Engagement Labs Not surprisingly, sports is a big topic of conversation for Soccer Fans – they engage in 7.4 conversations a week on average (+28% from the average person). What is surprising is that they are conversationalists in a wide variety of categories, even more so than the average person. In particular, Soccer Fans have about 50% more travel conversations each week, in addition to many more conversations about:
  • Tech (+27%)
  • Personal care/beauty (+29%)
  • Children’s products (+41%)
  • Household products (+26%)
  • Telecom (+28%)
Soccer Fans Average Weekly Conversations by Category - Engagement Labs A wide assortment of brands index high among Soccer Fans, this includes the more obvious brands like MLS and Adidas, coupled with the not so obvious brands, like Trivago, Nivea, Audi, BMW, Booking.com, Bank of America, Allstate and Coca-Cola Energy. Top Indexing Brands Discussed Among Soccer Fans - Engagement Labs

Soccer Fans are Everyday Influencers

According to Insider Intelligence’s forecast, US influencer marketing spending will reach $4.14 billion in 2022. At Engagement Labs we have long believed in the power of everyday influencers to drive business results. Everyday influencers – by which we mean the 1 in 10 consumers who are sought out for their advice and whose recommendations are heeded – have 131 brand-related conversations every week versus the national average of 73. Further, they regularly seek out information, including that put out by brands, that helps them keep up with what’s new and worth talking about. By reaching these influencers, marketers enjoy almost twice the word-of-mouth reach than average consumers provide, and the impact of their recommendations is four times as great due to their credibility and perceived expertise. Thus, the degree of influence matters to marketers – and Soccer Fans are wired to be influential. Soccer Fans are nearly 2x more likely to be identified as overall Consumer Influencers. Beyond being just dubbed general influencers, Soccer Fans are also far more likely to be influential in specific categories, especially telecom, travel, children’s products, finance, wine & spirits and gaming. % of Soccer Fans Identified as Influencers Indexed to Total Public - Engagement Labs Sports and entertainment are two of the most popular sectors. Rain or shine, win or lose, even during a pandemic, fans are always there – talking about and standing by their teams. Sports marketers, media companies and brands are looking to our data to analyze and understand how people are talking about them, both on and offline. If your brand is a sponsor, partner or executing campaigns around the World Cup or other major sporting event, Engagement Labs can provide unique data (offline as well as online social intelligence), influencer marketing and/or ad performance measurement. If you wish to measure the impact World Cup is having on your brand conversations or explore more about soccer fans or other audience segments, we invite you to reach out to us.   SIGN ME UP TotalSocial Briefing  

Proof: Social (Online and Offline) Drives Sales

ON-DEMAND WEBINAR: Proof That Conversations Drive 19% of Sales

Watch this presentation to preview the results of a new social attribution study that demonstrates the impact social has on a brand’s sales.  Get a first look at the largest predictive modeling project combining offline word of mouth, online social media, media expenditure and sales.

Your data strategy can be a community-building strategy – here’s how

The Drum   By Allie Webb | Marketing Strategist, Coegi
MAY 8, 2023 | 8 MIN READ

Encourage and listen to feedback

19% of all purchases are driven by consumer conversations, both online and offline. To build community and support commerce, your brand needs to actively join and moderate these conversations. As Harvard professor Julian De Freitas says, “companies should collect higher-resolution data that unveils the underlying pattern of their customer journeys”. To really understand these journeys, layer tactics like social listening to understand emotional sentiment with ZPD collection via post-purchase surveys, likes/dislikes and polls. This will capture more holistic, emotionally-rich insights about the user experience.

Use customer feedback to improve, delight, and innovate

Take these insights and make meaningful optimizations to your media, your product offering, the purchase experience, and everything else. Advertisers can use ZPD to deliver messaging based on direct feedback, and because the customer voluntarily shared information, they won’t feel their privacy is being violated or their information is being misused. By demonstrating that your brand values their perspective, you can empower individuals to share their voices (and their data), knowing that they will be rewarded. Then, armed with direct user feedback and an understanding of both practical and emotional needs, you can begin to build a community of enthusiastic brand champions.     Read the full The Drum article, here.
Follow Us:

For more information on TotalSocial®  or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?  

How social data can drive business outcomes and optimize marketing strategies

Bulldog Reporter   by Engagement Labs | May 8, 2023   The advertising industry has evolved significantly over the years, with the emergence of new technologies and trends. Social influence and word-of-mouth marketing continue to play a significant role in the industry, influencing consumer decision-making and driving sales. AdAge reported that the US ad industry grew by 7.5% in 2021, with total ad spending reaching $259 billion. The report also notes that digital ad spending now accounts for more than half of all ad spending in the US. To keep up with the ever-changing landscape, brands and agencies continually look to improve the accuracy of advertising models by incorporating data such as social data to further understand, attribute and correlate consumer conversations to predict business results by leveraging analytics and machine learning to derive actionable insights. Incorporating social influence data into these models can be crucial, especially as we know social conversations can directly and indirectly impact consumer purchases.

What is social influence?

Social influence is unique in two ways: the data sets available to us and our experience in incorporating social data into marketing models. Engagement Labs has the most extensive ongoing measures of word-of-mouth (WOM) about brands dating back more than a decade. Our offline data is a key component of our TotalSocial data and analytics platform, which is crucial for modelers. We have developed a data transformation and scoring method that applies to our WOM data and to social listening data from social media, blogs, forums, and other sources. These methods allow brands to distill wide-ranging data into eight distinct metrics that are highly predictive of brand outcomes.     Read the full Bulldog Reporter article, here.
Follow Us:

For more information on TotalSocial®  or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?  

The Power of Influencers: Maximize Your Marketing Mileage

Part 1 – Targeting Travel Influencers Segment: Habits, Interests, and Conversation

Travel website image With summer just around the corner, Americans are ready and planning their summer vacations. According to a survey conducted by Forbes Advisory, an astounding 49% of Americans plan to travel more in 2023. Now is a prime time for travel marketers to find ways to engage consumers and get their brands and destinations to the forefront of their minds. According to research from the International Trade Administration, the U.S. travel and tourism industry generated $1.9 trillion in economic output. As travel restrictions ease, consumers are increasingly embracing the chance to reconnect with distant family and friends by ramping up their travel plans. This begs the question: how do you get the most mileage out of your marketing? For one, reaching the right audience is key. According to Engagement Labs research, the average adult engages in 3 travel-oriented brand conversations each week. This figure grows 50% higher when you isolate affluent adults – a common targeting criteria for travel marketers. What if we go a step further and isolate those everyday influencers who are fully engaged in the travel industry and sought out by others for their advice? These everyday travel influencers report engaging in 9 travel brand-related conversations each week – triple the average adult! Slide1-May-04-2023-07-33-35-6820-PM Due to our partnership with Dstillery, marketers can directly target these travel influencers and many other influencer/advocate segments. But we can offer more than just targeting these segments, there is a lot more to explore about these powerful audiences. Leveraging the latest TotalSocial Profiler data, we can start to build out an image of travel influencers. While they generally align with the general population in terms of age and gender, they are more educated. Travel influencers are also extremely heavy media users.  For instance, travel influencers are avid audiobook/podcast listeners with Audible usage being 2.8x higher than the average adult. This segment also frequents music platforms such as Apple Music (2.2x), Sirius XM (1.9x), Amazon Music (1.8x), and iHeart Radio (1.7x). Marketers understand that access to audience segments with data about issues, demographic and behavior that matter most to travel influencers can help their campaign goals. Exploration of the most impactful conversations among travel influencers show us that in addition to travel/vacations, the economy and inflation are also at the forefront in their daily lives. Our data reveals that travel influencers are 64% more likely than the average adult to engage in daily conversations about the overall state of the economy. This is important to keep in mind when designing messaging to reach travel influencers.

Most Impactful Daily Conversation Among Travel Influencers

Slide2-May-04-2023-07-35-44-3207-PM   Marketers can leverage Dstillery, our digital activation partner, to reach powerful audience segments and make media buying more efficient and impactful. Additionally, Engagement Labs offers influencer segments, including Travel Influencers, that can be accessed through Dstillery and major platforms such as LiveRamp and Adobe Audience Manager.

Tips for Travel Marketing Success 

Here are five tips to help you elevate your travel marketing game and make your brand stand out in a crowded space.
  1. Target travel influencers: Identifying and targeting travel influencers, who engage in 9 travel brand-related conversations each week, can help travel marketers reach an influential audience and increase brand awareness.
  2. Consider media consumption habits: Travel influencers are heavy media users, with podcast and music streaming services being popular among them. Travel marketers can create more effective campaigns by considering these media consumption habits.
  3. Focus on economic topics: In addition to travel and vacations, the economy and inflation are important topics for travel influencers. Travel marketers should consider these topics when designing messaging to reach this influential audience.
  4. Tap into digital word-of-mouth audiences at scale: Digital activation data segments such as the TotalSocial Profiler data, can help travel marketers directly target influential travel segments, including travel influencers. This can make media buying more efficient and impactful.
  5. Leverage influencer and brand advocate segments: Engagement Labs offers a variety of influencer and brand advocate segments that travel marketers can leverage to increase brand awareness and engagement.
In conclusion, targeting travel influencers can be a powerful strategy for travel marketers looking to increase brand awareness and engagement. By leveraging data on their habits, interests, and conversations, marketers can design more effective campaigns that resonate with this influential audience. With the help of digital activation partners like Dstillery and influencer segments from Engagement Labs, travel marketers can reach these powerful audience segments and make their media buying more efficient and impactful. We invite you to contact Engagement Labs to learn more about our many influencer and brand advocate segments as well as our partnership with Dstillery. 

Maximizing Marketing ROI with Social Influence Data

How Social Data Can Drive Business Outcomes and Optimize Marketing Strategies

Maximizing Marketing ROI with Social Influence Data The advertising industry has evolved significantly over the years, with the emergence of new technologies and trends. While social influence and word-of-mouth marketing continue to play a significant role in the industry, influencing consumer decision-making and driving sales. AdAge reported that the US ad industry grew by 7.5% in 2021, with total ad spending reaching $259 billion. The report also notes that digital ad spending now accounts for more than half of all ad spending in the US. To keep up with ever changing landscape, brands and agencies continually look to improve the accuracy of advertising models by incorporating data such as social data to further understand, attribute and correlate consumer conversations to predict business results by leveraging analytics and machine learning to derive actionable insights. Incorporating social influence data into these models can be crucial, especially as we know social conversations can directly and indirectly impact consumer purchases.

What is Social Influence?

Social influence is unique in two ways: the data sets available to us and our experience in incorporating social data into marketing models. Engagement Labs has the most extensive ongoing measures of word-of-mouth (WOM) about brands dating back more than a decade. Our offline data is a key component of our TotalSocial data and analytics platform, which is crucial for modelers. We have developed a data transformation and scoring method that applies to our WOM data and to social listening data from social media, blogs, forums, and other sources. These methods allow brands to distill wide-ranging data into eight distinct metrics that are highly predictive of brand outcomes. Social data can directly drive consumer purchases, but it can also work indirectly in combination with other marketing activities. Understanding this two-step process is vital to successfully incorporating social influence data into models. We have learned that a substantial part of the impact of paid media is a result of WOM.  

The Current State of Social Influence

According to McKinsey, consumer conversations about brands have a significant impact on the purchase decisions of other consumers. McKinsey estimates that word-of-mouth is the primary factor behind 20% to 50% of all purchasing decisions. This shows the immense power of social influence in driving sales and improving marketing ROI. IDC, on the other hand, predicts that by 2025, worldwide spending on AI systems will reach $97.9 billion, up from $37.5 billion in 2019. This shows the increasing adoption of AI technologies in various industries, including advertising.  

Impact of Social Influence on Consumer Decision Making

Extensive research shows that both real-life and social media conversations are critical pathways for consumers in their purchase journey. Our research, as we have reported in the MIT Sloan Management Review, reveals that conversations on average drive about 20% of sales. Social influence, both offline and online, is very substantial and should not be overlooked by brands. While this is the average, our research shows that each brand has its social DNA. The way social influence works for one brand can be quite different from the way it works for another, even for brands in the same category. Understanding what drives a brand and how big the opportunity to drive incremental sales is key to maximize performance. Doing so can potentially unlock and demonstrate tens of millions of dollars in incremental sales. How to Incorporate Social Influence Data into Predictive Modeling

How to Incorporate Social Influence Data into Predictive Modeling

Discovering and obtaining streams of quality data and know-how for incorporating social data into both new and pre-existing models is key. Experience to integrate it with brand and/or media data that reflects and best represents the most important KPIs to reveal the metrics that drive business outcomes. Then, for brands who have their analytics programs, Engagement Labs can work alongside their modeling team to help them incorporate social influence data (online and offline) to strengthen the predictive power of their models. Here are a few recommendations for brands and businesses on how social influence data can impact their marketing and sales strategies: Integrate word-of-mouth to predict sales.Integrate word-of-mouth to predict sales. Social influence is a crucial component to test when constructing forecasting models. By incorporating offline and online conversations about brands into predictive models, businesses can gain insights into how social influence impacts their sales. Gain insight into the mechanisms driving sales improvement.Gain insight into the mechanisms driving sales improvement. Quantifying marketing’s amplification via social influence is essential for calculating marketing’s full ROI. Businesses can identify the marketing activities that drive the most word-of-mouth conversations and optimize their marketing strategies accordingly. Pinpoint the consumers most likely to talk about and recommend your brand.Pinpoint the consumers most likely to talk about and recommend your brand. By identifying the groups most prone to talk about and recommend a brand, businesses can prioritize target market and audience segments to optimize their marketing strategies. Gain new insights into competitors.Gain new insights into competitors. TotalSocial reveals the extent to which positive or negative conversations about other brands in the marketplace impact your brand sales. Businesses can gain valuable insights into their competitors and optimize their marketing strategies to stay ahead of the competition.   Social influence and word-of-mouth marketing continue to play a significant role in the marketing and advertising industries. By leveraging emerging technologies like generative AI and combining it with Engagement Labs’ TotalSocial data and analytics platform, brands and businesses can gain a better understanding of social influence and how it impacts their marketing and sales strategies. This, in turn, can help businesses optimize their marketing strategies, improve marketing ROI, and drive business outcomes.

Consumer conversations and social influence for brand success

Bulldog Reporter   by Engagement Labs | Apr 20, 2023   The potency of consumer conversations and word of mouth in shaping product performance has been a long-recognized fact by marketers. In the current digital age and managing through a downturn, marketers and business leaders face new challenges due to the constantly evolving landscape. The emergence of new tools such as ChatGPT and alike that utilizes artificial intelligence to engage in natural language conversations, and the increasing significance of digital advertising make it crucial to comprehend the power of consumer conversations. Engagement Labs recently conducted a study on the Most Loved Brands in America, which underlines the importance of engaging with customers and providing a positive brand experience. To succeed in today’s cutthroat environment, brands need to prioritize establishing strong relationships with their customers and consistently delivering positive experiences. This entails investing in unique marketing strategies that cater to both social media and real-world conversations.

The most loved brands in America

One example of the power of consumer conversations is the success of the most loved brand in America. Engagement Labs most recent study found that Trader Joe’s and American Family Insurance are the most loved brands in America in offline and online respectively.     Read the full Bulldog Reporter article, here.
Follow Us:

For more information on TotalSocial®  or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?  

Consumer Conversations and Social Influence for Brand Success

The potency of consumer conversations and word of mouth in shaping product performance has been a long-recognized fact by marketers. In the current digital age and managing through a downturn, marketers and business leaders face new challenges due to the constantly evolving landscape. The emergence of new tools such as ChatGPT and alike that utilizes artificial intelligence to engage in natural language conversations, and the increasing significance of digital advertising make it crucial to comprehend the power of consumer conversations. Engagement Labs recently conducted a study on the Most Loved Brands in America, which underlines the importance of engaging with customers and providing a positive brand experience. To succeed in today’s cutthroat environment, brands need to prioritize establishing strong relationships with their customers and consistently delivering positive experiences. This entails investing in unique marketing strategies that cater to both social media and real-world conversations.  

The Most Loved Brands in America

One example of the power of consumer conversations is the success of the most loved brand in America. Engagement Labs most recent study found that Trader Joe’s and American Family Insurance are the most loved brands in America in offline and online respectively. These brands have consistently shown their ability to engage with their audience and deliver a positive brand experience. They have successfully managed to cultivate loyal customer bases that continue to support them through their purchases and recommendations. Happy customers are more likely to recommend the brand to their friends and family, which can lead to more sales through word of mouth. Engagement Labs TotalSocial Most Loved Brands 2023 - Offline and Online Winners Our findings have profound implications for marketing strategy. Consumer conversations, both in social media and in real life, drive nearly one-fifth of all sales. Even more importantly, offline and online word-of-mouth leads sales by up to 4 weeks. Social performance is a reliable predictor of sales, and a critical data point for marketers as they plan how to stage their marketing for product launches and promotions. Engagement Labs emphasizes the importance of understanding and leveraging these conversations to drive business growth, “Brands that can deliver a consistently positive experience and build deep relationships with their customers will succeed in today’s competitive landscape.” The Most Loved Brand Award is given to brands with the highest net sentiment scores online and offline. Offline data collected and analyzed from more than 37,000 surveyed and demographically balanced to US Census for ages 13 to 69 through the use of sample quotas and weighting for age, gender, educational attainment, race, ethnicity, and geography. While online conversations are measured using social listening.  

Real-Life Conversations vs. Social Media Conversations

Graph_Iceberg 5-01Marketers devote ever larger portions of their efforts in social media, but real-life conversations matter as much as and often more than those on social media. Face-to-face and voice-to-voice drive half of the impact consumer conversations have on consumer purchases. Social media influences the other half. However, social media and real-life conversations are very different, and one is a poor predictor of the other. Social media conversations are the visible tip of an iceberg of total conversation but provide almost no indication of the size and shape of the often hidden offline conversation that exists below the surface. It’s also important to note that social media conversations are often just the visible tip of an iceberg of total conversation. Offline conversations, which can be more difficult to track, can have a significant impact on consumer behavior. Therefore, while it’s tempting to think a strong marketing performance on social media will create similar results with real-world conversations, marketers must invest in and plan unique marketing strategies for each.  

The Amplifying Effect of Word of Mouth

Consumer conversations are a key factor in the success of advertising. A quarter of the impact of advertising on sales “passes through” word of mouth, both online and offline. In other words, advertising prompts or reminds people to talk about brands, and those conversations often lead to purchase. Word-of-mouth does the tough work of persuasion in a way that a paid message cannot. As expected, our data show the main driver of consumer talk, both offline and online, is TV. But radio is also a surprisingly strong driver of conversations. And while media drive both offline and online conversations, online is more responsive to media efforts. To get more out of their marketing budgets, advertisers must plan for the amplification of advertising through WOM.  

The Risk of Ignoring Word of Mouth and Under-Valuing Social Influence

Ignoring the impact of word of mouth can have adverse consequences for brands. Underestimating or overlooking the impact of social influence can negatively impact a brand’s bottom line. Marketers need to understand that all marketing should be designed to encourage conversations and recommendations, as a way to amplify the impact of marketing expenditures and drive purchases. Consumers are making purchasing decisions while talking with other consumers, whether that’s at the water cooler, at social events, or while chatting with friends on Twitter, Facebook, Instagram, TikTok, and Snapchat. Brands that prioritize customer service and experience are more likely to see positive word of mouth, which can lead to increased sales and brand loyalty. It’s important for marketers to encourage and incentivize happy customers to share their positive experiences with friends and family.  

Consumer Conversations: A Powerful Tool for Brand Success

Every day, consumers are faced with countless choices when it comes to purchasing products and services. With so many options available, how can a brand stand out and gain the attention and loyalty of consumers? One answer lies in the power of consumer conversations. According to Engagement Labs’ data and analytics, these consumer conversations drive 19% of all purchases. This has been evidenced in Engagement Labs articles published in the Journal of Advertising Research and the MIT Sloan Management Review written with Dr. Koen Pauwels. So, what does this mean for marketers and businesses? It means that word of mouth should not be ignored in the marketing mix – it should be a key component of any marketing strategy. In conclusion, word of mouth is a powerful tool for brand success. By focusing on customer service and experience, advertising, and encouraging positive conversations, brands can harness the power of consumer conversations to drive sales and gain.

These Brands Got the Most Love in Word-of-Mouth Conversations in 2022

MarketingCharts   Beauty and personal care brands put in another strong showing in word-of-mouth conversations online and offline last year, according to an analysis [press release] of top brands by Engagement Labs. In examining more than 650 US consumer brands across various consumer sectors and categories, the rankings of the most loved brands are “based on net positive conversations happening online (via social media) and offline (via face-to-face conversations as well as phone, emailing, texting, IM’ing, video chat – in other words, via any channel other than posting on social media)” from Engagement Labs’ proprietary TotalSocial® data. Trader Joe’s rose a spot to become the brand with the largest gap between positive and negative offline conversations in 2022, retaking the leading position it had previous held in 2020. Trader Joe’s also was named the company with the best reputation last year, and placed 7th among all brands that consumers felt the strongest connection with. Following Trader Joe’s was Lego, which climbed 4 spots from 2021. The rest of the top 10 was dotted with beauty and personal care brands, including #3 Olay (up 47 spots), #5 Dove Men+Care (no change), #7 Dove (down a spot), and #10 Bath & Body Works (up 46 spots). This continues a strong showing from 2021 for the sector, and is important for these companies, given that youth in particular appear open to trying new beauty and personal care brands.     Read the full MarketingCharts article, here.
Follow Us:

For more information on TotalSocial®  or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?  

Express, Trader Joe’s Top List of Most Loved Brands

  The latest research from Engagement Labs revealed that Trader Joe’s, Lego and Olay were the most loved offline brands of consumers, while American Family Insurance, Lush and Express were the most loved online brands. Engagement Labs’ “TotalSocial” is a proprietary platform that uses social media and word-of-mouth data along with predictive analytics to create the TotalSocial Brand Awards. In this report, beauty brands dominated the two lists. Other awards for the most loved offline brands include Dawn at number four, which was followed by Dove Man+Care, Lysol, Dove, Charles Schwab, Doritos and Bath & Body Works. In the online category, Sam’s Club was fourth and was followed by OshKosh B’Gosh, Clean & Clear, Urban Decay, TripAdvisor, Clinique and Avon. The report’s authors said the net sentiment of consumer social conversations “continues to be positive for everyday categories such as beauty and personal care, children’s products, food and home.” The report noted that consumers emphasize these categories “as they directly relate to their daily lives and well-being that generate consumer conversations. Brands that can successfully generate positive conversations and engagement with consumers in these categories are likely to see increased sales and brand loyalty.” Engagement Labs said Trader Joe’s had a sentiment score of 91 “and the retailer enjoys a significant competitive advantage.” The researchers said other supermarkets “lag behind at quite a distance earning scores well below Trader Joe’s,” including H-E-B with a score of 77, Aldi at 68, Food Lion with 63 and Publix with 61.     Read the full Women’s Wear Daily (WWD) article, here.
Follow Us:

For more information on TotalSocial®  or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?  

Engagement Labs Names America’s Most Loved Beauty and Personal Care Brands

 

Clean & Clear, Urban Decay, Olay, Bath & Body Works rank in the top 10.

Engagement Labs released its sixth annual ranking of America’s “most loved” brands.
“The TotalSocial Most Loved Brands this year showcase the enduring, strong emotional bond between consumers and the brands they love,” said Steven M Brown, president of Engagement Labs. “Consumers are passionate about brands, and this generates brand talk. Our TotalSocial data reveals the importance of earning positive talk and recommendations from consumers goes beyond connecting with them and delivering great experiences – brands that deliver become beloved. Our work with Fortune 500 brands has consistently emphasized the importance of cultivating brand love to maximize marketing ROI, and this focus will continue throughout 2023.”
Net sentiment of consumer conversations continues to be positive for everyday categories such as beauty and personal care, children’s products, food and home. Consumers tend to place a significant emphasis on these categories as they directly relate to their daily lives and well-being that generate consumer conversations. Brands that can successfully generate positive conversations and engagement with consumers in these categories are likely to see increased sales and brand loyalty.
Read the full Happi article, here.
Follow Us:

For more information on TotalSocial®  or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com
About TotalSocial® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?