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

Posted on March 22, 2023March 22, 2023 by Engagement Labs

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.

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

Posted on March 18, 2023March 22, 2023 by Engagement Labs

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.

Trader Joe’s, Lego, Bath & Body Works among American’s ‘most loved’ brands

Posted on March 17, 2023 by Engagement Labs

by Marianne Wilson, Editor-in-Chief A regional grocery powerhouse is the brand most positively talked about in offline conversations — ahead of more than 650 brands across all consumer categories. Trader Joe’s and Lego took the top two spots in the offline ranking of data and analytics firm Engagement Labs’ sixth annual “TotalSocial Most Loved Brands” study. The analysis ranks the most loved brands based on positive conversations about the brand happening offline (via face-to-face conversations, phone, emailing, texting — or any channel other than posting on social media). The study also ranks the most loved brands in online (social media) talk, with American Family Insurance and beauty retailer Lush coming out on top. “Consumers are passionate about brands, and this generates brand talk,” said Steven M Brown, president of Engagement Labs. 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.”

Trader Joe’s is a consistent winner on the TotalSocial Most Loved Brand awards with a sentiment score of 91 and the retailer enjoys a significant competitive advantage. Other supermarkets lag behind at quite a distance earning scores well below Trader Joe’s, including H-E-B (77), Aldi (68), Food Lion (63) and Publix (61).

Read the full Chain Store Age article, here.

Trader Joe’s, American Family Insurance Most-Loved Brands

Posted on March 16, 2023March 17, 2023 by Engagement Labs

by Tanya Gazdik Trader Joe’s and American Family Insurance are the most-talked-about brands in offline and online conversations, respectively.

That’s according to Engagement Labs, which released its sixth annual ranking of America’s “most loved” brands.

Lego and Lush take the number two spots in offline and online. Charles Schwab’s improvement in offline brand love grew the most last year than any other top brands with a rank change of 126. Sam’s Club rank change increased by 65 spots, moving up to the fourth position for online most loved brands, according to the study, which looks at more than 650 brands across all consumer categories.

The analysis ranks the most-loved brands based on net positive conversations happening online (via social media) and offline (via face-to-face conversations as well as phone and video chat.)

Engagement Labs research has demonstrated that online and offline conversations are distinct from one another and usually have no correlation. Despite both types of conversations having an impact that leads to sales and business outcomes, they do so in different ways, necessitating different marketing strategies.

This year’s top finishers show the strong emotional bond between consumers and the brands they love, says Steven M Brown, president of Engagement Labs. Consumers are passionate about brands, and this generates brand talk, he adds.

Read the full MediaPost article, here.

Both online and offline conversations drive brand success: Here are the leaders in each category

Posted on March 16, 2023March 17, 2023 by Engagement Labs

by Richard Carufel | Mar 16, 2023 How comprehensive is your brand’s “talkability”? If your focus is overly digital—as many brands now embrace in the post-pandemic age—you may be missing the opportunity to engage an entire sector of conversation starters. New research from data and analytics firm Engagement Labs shows how online and offline conversations are distinct from one another and usually have no correlation. Despite both types of conversations having an impact that leads to sales and business outcomes, they do so in different ways—necessitating different marketing strategies. The firm’s sixth annual ranking of America’s “most loved” brands reveals this distinction. Trader Joe’s, the American grocery store, ranks first while LEGO, the iconic toy manufacturer, moved up to the second top spot of the list of brands most positively talked about in offline conversations, ahead of more than 650 brands across all consumer categories. Meanwhile, American Family Insurance holds the top position for the most loved brands in online talk, while Lush moved to the number two spot. “The TotalSocial Most Loved Brands this year showcase the enduring, strong emotional bond between consumers and the brands they love. Consumers are passionate about brands, and this generates brand talk,” said Steven M Brown, president of Engagement Labs, in a news release. “Our 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.” Read the full Bulldog Reporter article, here.

Post-Game Evaluation: Few Brands Scored Super Bowl Touchdowns

Posted on February 23, 2023March 6, 2023 by Engagement Labs

With spots costing $7 million for 30-seconds of airtime, the only way to get a significant return on a Super Bowl spot investment is to generate enough buzz that the commercials dominate consumers’ conversations well after the game has ended. According to Engagement Labs, only a few brands managed to generate significant online buzz and offline conversation with their Super Bowl ads. The company’s research indicates both metrics together drive about 19% of purchases, while those that only generate online buzz drive less than half of purchases. By those measurements, E-Trade was the game’s biggest winner. The brand’s commercial featuring talking babies at a wedding resulted in a 350% lift in both in-person conversations and through social media. Pepsi Zero Sugar’s commercials featuring Ben Stiller and Steve Martin also scored well, particularly online, where online conversation increased 3,000% and offline conversation jumped 300%. Heineken had the third-highest combined lift with an Ant-Man tie-in commercial for its 0.0 non-alcoholic product increase 300% online and offline. Other brands that scored well on both metrics were Avocados from Mexico, Coors Light, Intuit’s Turbo Tax, Michelob Ultra, the NFL, Planters and Tubi. “There are levers marketers can pull to improve performance across both channels,” noted a blog post on the finding on Engagement Labs’ website. “These include ensuring the advertising is strongly branded and includes a ‘buzzworthy’ message that is easy to remember and talk about and has a call to action.” Read the full Brand Innovators article, here.

MarketingCharts – Super Bowl 2023 Data [Updated]

Posted on February 22, 2023March 6, 2023 by Engagement Labs

More than 70,000 fans were in attendance to watch the Kansas City Chiefs top the Philadelphia Eagles to become the winners of Super Bowl LVII. Not only did more people watch the game in person this year, but more people also watched at home. Some 113 million people reportedly tuned in to the game, marking a 1% rise from last year and the highest figure in 6 years. In fact, it was the third-most viewed TV program of all time, trailing only the 2015 Super Bowl (114.4 million) and the 2017 Super Bowl (113.7 million). Peak viewing figures were recorded during Rihanna’s half-time show, at 118.7 million, making it the second-most watched after Katy Perry’s 2015 performance. Here’s a look at some of the winners and losers of the commercials, mostly from research examining the digital impact of the commercials (as always, it’ll take some time to see what type of broader impact the commercials will have for advertising brands). …

Top brand by W-O-M lift: E-Trade. E-Trade was one of the big winners of the Super Bowl, according to Engagement Labs, which measured lift in both offline and online conversations compared to the pre-game period. E-Trade enjoyed a more than +350% lift in both types of word-of-mouth, while Heineken generated a roughly 300% lift in both. Other brands fared better in generating online buzz than offline conversations: Pepsi Zero Sugar scored an impressive +3,000% lift in online social buzz, and while that far outpaced its offline W-O-M lift, the latter was still high at 300%. By contrast, Crown Royal generated a more than 3,000% lift in online buzz, but had a neutral change in offline conversations. Source: Engagement Labs.

Read the full MarketingCharts article, here.

Top Super Bowl 2023 advertisers that dominated the buzz: Who made the cut?

Posted on February 22, 2023March 6, 2023 by Engagement Labs

Super Bowl LVII was the third most watched television program in history with 113 million viewers, according to Nielsen. Advertisers all want to score a touchdown, but many will just settle for field goals. In other words, these advertisers may enjoy a surge in buzz on social media or a bump in YouTube views, but they will not be able to reach a level of performance that outweighs the cost of their investment. So, the question is: How do advertisers score a touchdown? In marketing, brands must drive multiple metrics to be successful. Research shows that online and offline conversation, together, drive about 19 percent of purchases. Online conversations alone drive less than half of those purchases, essentially a field goal. This means that offline conversations are key to scoring a touchdown. Which brands enjoyed not only a surge in online buzz, but also a lift in offline conversation? One of the biggest winners in 2023 was E-Trade with +350 percent lift in both offline and online conversations. E-Trade’s advertisement featured the return of the iconic talking babies as adult investors, which drove discussion of this humorous content both in person and on social media. Read the full Bulldog Reporter article, here.

Sports fans spotlight: FIFA Men’s World Cup viewers talk far more about advertisers and sponsors

Posted on December 22, 2022 by Engagement Labs

With the FIFA Men’s World Cup finals winding up last weekend, MediaPost recently reported that “through the quarterfinals round of the 2022 FIFA World Cup in Qatar, an estimated $213.6 million in national TV advertising was placed on the Fox TV networks and NBCUniversal’s Telemundo channels” that resulted in a collective 8.4 billion impressions. As we’ve seen and evidenced, leveraging advertising and marketing to drive talkability is important because conversations among consumers drive about 19 percent of purchases, including conversations that are triggered by paid advertising—we find that one-quarter of the impact of advertising on sales occurs by causing consumers to talk about the brand. Engagement Labs data are shedding light on the importance of a special group of consumers: World Cup viewers. Around one-third of American consumers ages 13 to 69 reported watching any of the FIFA World Cup games through Sunday, December 4th. While over half of viewers report following the USA closely, around one-in-five Americans are closely following Argentina and Brazil, while just shy of 15% are behind England and Mexico. As seen in our analysis prior to the World Cup, soccer fans are a lucrative group of consumers for brand marketers. So, it isn’t surprising that World Cup viewers:

Engage in 95 category conversations each week (33% more than non-viewers), with the biggest gaps seen in travel, sports, children’s products, technology, household products and personal care and beauty
Are 2.7x more likely to be everyday consumer influencers versus non-viewers

During the past couple weeks, these more prolific viewers have been exposed to World Cup advertisers and sponsors. In turn, we are seeing 40% of World Cup viewers engaging in conversation about at least one advertiser—a big +36% lift from non-viewers. World Cup sponsors also get a boost with 26% of viewers talking about a sponsor which is 25% higher than non-viewers. Read the full Bulldog Reporter article, here.

World Cup shows why we need to talk about brands being talked about

Posted on December 16, 2022December 22, 2022 by Engagement Labs

World Cup advertising and sponsorship has got fans talking about the brands involved – an immediate behavioral response that works for both short and long-purchase-cycle categories. Why it matters An important but sometimes under-appreciated element of advertising and marketing is to drive ‘talkability’ about a brand: a quarter of the impact of advertising on sales around tentpole events occurs when consumers talk about the brand. Learnings from this World Cup can be carried forward to the next big sporting event – Super Bowl LVII in Arizona. About soccer fans generally

In the US, Engagement Labs reports that soccer fans engage in 95 category conversations each week (33% more than non-viewers).
The biggest gaps are seen in travel, sports, children’s products, technology, household products, and personal care and beauty.
They are 2.7x more likely to be everyday consumer influencers versus non-viewers.

World Cup fans and brands

40% of World Cup viewers are engaging in a conversation about at least one advertiser, says Engagement Labs – that’s a +36% lift from non-viewers.
World Cup sponsors also get a boost with 26% of viewers talking about a sponsor, which is 25% higher than non-viewers.

Read the full WARC article, here.