COVID-19 Loses Sway Over Consumer Conversations As Mood Lifts

MediaPost   by Rob Williams The coronavirus pandemic has been a major topic for consumers to discuss in their daily conversations, but interest in the health crisis started to wane by mid-April, indicating how people are adapting to the “new normal.” The portion of Americans who said the coronavirus was the “most impactful conversation of the day” fell to 39% during the week ended April 12 from a high of 53% three weeks earlier, when state and local authorities started lockdowns to suppress the infection rate, according to a tracking survey of 36,000 U.S. consumers by Engagement Labs. The conversations about coronavirus generally have left people feeling sad (36%) and contemplative (19%) in the most recent survey, while feelings of nervousness continue to decline steadily. “The overall emotion of the most impactful conversations of the day remains first and foremost one of sadness, but that percentage has plateaued and is beginning to decline,” according to the report. Those discussions about the coronavirus pandemic have been replaced with other topics among some consumers. The most common impactful conversations are about family and friends (13%), financial or work-related matters (10%) or shopping and people’s needs (6%). These conversations tend to be described as happy, contrasting with feelings of sadness a few weeks ago. Among conversations about brand categories, consumers increased their discussions of household, products, healthcare, beauty and personal care, media and entertainment and children’s products the most between a three-week study ended on Feb. 16 and a separate one ended on April 12, according to Engagement Labs.     Read the full MediaPost article, here.
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Crystal Light and CVS lead the most successful brands in activating buzz among US consumer influencers

Tatiana Rokou 17 Apr 2020  09:31  527

Four airlines made the top 10: Online – Alaska Airlines (#4); Offline: American Airlines (#5), United (#7) and Spirit Airlines (#9).

  NEW YORK, NY – Crystal Light, the beverage mix, and CVS, retail pharmacy drugstore, grabbed the top spots of the brands most successful with everyday influencers – CVS for online (via social media) and Crystal Light for offline (via face-to-face conversations). The brands bested more than 600 brands to take the first positions of Engagement Labs’ TotalSocial system in this year’s TotalSocial Brand Awards series. The awards analyzed more than 600 U.S. consumer brands, Engagement Labs selected winners based on the extent to which this influential audience represented a large proportion of those people who talk about and recommend the brands offline and online. “There are ‘everyday influencers,’ in people’s own social networks who get sought out for advice and recommendations,” said Ed Keller, CEO of Engagement Labs and author of the seminal book, The Influentials: One American in Ten Americans tells the Other 9 How to Vote, Where to Eat, and What to Buy“It is important for brands to focus marketing on the “influencer next-door” who is often called upon to tell their close network about great products without being paid and maintain authenticity,” said Keller. “Marketers have a much more sustainable opportunity to engage everyday influencers whose value comes from personal relationships with their closest friends and families. They should not, however, be confused with paid influencers on places like Instagram and YouTube.”   Read the full Travel Daily News article, here.
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Creating Consumer Buzz: CVS Leads The Way

 

The TotalSocial Brand Awards series ranking focuses on everyday influencers, who carry strong sway with consumers.

  By The Dealerscope Staff   Retail pharmacy drugstore chain CVS and Crystal Light, the beverage mix, grabbed the top spots of the brands most successful with everyday influencers – CVS for online (via social media) and Crystal Light for offline (via face-to-face conversations). The brands bested more than 600 other brands to take the first positions of Engagement Labs‘ TotalSocial® system as part of this year’s TotalSocial Brand Awards series. The awards analyzed more than 600 U.S. consumer brands, Engagement Labs selected winners based on the extent to which this influential audience represented a large proportion of those people who talk about and recommend the brands offline and online. “There are ‘everyday influencers,’ in people’s own social networks who get sought out for advice and recommendations,” said Ed Keller, CEO of Engagement Labs and author of the seminal book, The Influentials: One American in Ten Americans tells the Other 9 How to Vote, Where to Eat, and What to Buy. “It is important for brands to focus marketing on the “influencer next-door” who is often called upon to tell their close network about great products without being paid and maintain authenticity,” said Keller. “Marketers have a much more sustainable opportunity to engage everyday influencers whose value comes from personal relationships with their closest friends and families. They should not, however, be confused with paid influencers on places like Instagram and YouTube.”     Read the full Dealerscope article, here.
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Consumer conversations reveal big differences in most loved brands online and offline

Bulldog Reporter   by Richard Carufel | Mar 20, 2020 | Public Relations The digital revolution changed almost everything about marketing and communications strategy, but one highly organic tactic that never seems to fail is word of mouth—get people talking about your brand or product and everyone else seems to want to know more about it. For this reason, marketers are looking to foster a brand evangelist movement and a community of active brand advocates to boost every campaign. New research from data and analytics firm Engagement Labs confirms that brand evangelism is important, since positive consumer conversations about the brands they love can accelerate and grow business. The firm’s latest data and brand ratings shows that 19 percent of all consumer purchases are driven by these kinds of consumer conversations.

Most loved brands offline

Nintendo Switch, the fastest-selling console of the current generation, and Gain laundry detergent zoomed up the list of brands most positively talked about in offline conversations, both leapfrogging ahead of more than 600 brands to take the first and second “most loved” positions, respectively, in Engagement Labs’ TotalSocial system.

Most loved brands online

Meantime, online brand conversations generated a completely different list of most loved brands, including American Family Insurance and Great Value, a Walmart brand, earning the most positive online talk. Only one brand, Unilever’s Dove Men + Care, managed to rank among the most positively talked about brands both online and offline.   Read the full Bulldog Reporter/Agility PR article, here.
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Beauty Brands Dominate Most-Loved Brands Online and Offline

BeautyMatter   By Kelly Kovack Posted March 18, 2020   Word-of-mouth marketing is the holy grail to marketers, and MIT research shows that both online and offline customer conversations drive purchase decisions—but they require separate marketing strategies. According to Engagement Labs data and analytics, 19 percent of all consumer purchases are driven by these kinds of consumer conversations. For the 2019 analysis of more than 600 US consumer brands across a spectrum of industry sectors and categories, Engagement Labs ranked the most-loved brands based on net positive conversations happening online (via social media) and offline (via face-to-face conversations) based on its annual TotalSocial Brand Awards series. Only one brand, Unilever’s Dove Men + Care, managed to rank among the most positively talked about brands both online and offline. Despite the general strength of beauty brands, several fell off the lists entirely. L’Oréal dropped off the “most loved” offline list, from number 8 in 2018 to 34 in 2019. In terms of positive online conversations, Estée Lauder fell from 8 to 46, and Neutrogena fell from 9 to 73.   Read the full Beauty Matter article, here.
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‘Frozen 2’ Will Be on Disney+ Just as Employees Start Working From Home

Ruth Carson

March 14, 2020 12:58 AM EDT | Last Updated: March 14, 2020 1:30 PM EDT

  … Disney has struggled to find the right programming for Disney+, its most important new business initiative in years. While subscribers of the five-month old streaming service jumped to 28.6 million by early February, it has seen a number of high-profile projects fizzle, including a “Muppets” series with Josh Gad and halting the production of the “Lizzie McGuire” show. Disney+ saw a big jump in social media and other conversations after its launch, according to Engagement Labs, a market research firm that tracks such data. Weekly impressions for the service have trailed a bit since then and remain only a third of what Netflix generates. The Star Wars-spin off “The Mandalorian” has been the service’s biggest hit. “For the shows, we only have data for ‘The Mandalorian’ for Disney+, which means it’s the only original show they have that has enough consumer conversations that can be measured in our platform,” Engagement Labs said.   Read the full Bloomberg News article, here.
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Consumers Reveal Most Loved Brands

Engagement Lab’s TotalSocial analyzed consumer sentiment data on brands across industries.

By Alexandra Pastore on March 13, 2020 19 percent of all consumer purchases are driven by consumer conversation.   Beauty brands took the lead for the most positive online consumer conversations with eight brands from the beauty and personal-care category standing out with high-net sentiment online and offline in TotalSocial’s analysis. Unilever’s Dove Men + Care ranked among the most positively talked about brands online and off-line. As brands earn “brand evangelism,” Engagement Labs says growth in positive conversations notably grows business. According to the company’s research, 19 percent of all consumer purchases are driven by consumer conversation. For Engagement Labs 2019 analysis the company looked at more than 600 U.S. consumer brands. “The eclectic mix of brands on our ‘most-loved’ brands list show that brands in any category can earn positive recommendations from consumers,” said Ed Keller, chief executive officer at Engagement Labs. “We also see the potential for brands to improve, dramatically, as Nintendo, Gain and CoverGirl did last year.” Engagement Lab’s TotalSocial 2019 Most Loved Brands.  Courtesy Image. Keller further points to the beauty category’s work with online influencers and its parallel to the acceleration of positive discussions. “It’s a lesson for other categories, as well, that they can benefit from proactive social media campaigns,” said Keller. Aveeno and Olay ranked among the “most positively talked about brands offline.” And further, seven of the 10 brands ranked as top online brands come from the beauty category.     Read the full Women’s Wear Daily (WWD) article, here.
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Nintendo Switch, American Family ranked ‘most beloved brands’

Marketing Dive  

AUTHOR: Dianna Christie | PUBLISHED: March 12, 2020

Dive Brief:

  • Video game console Nintendo Switch is the most loved brand in offline consumer conversations, followed by Gain laundry detergent, according to Engagement Labs’ TotalSocial​ study shared with Marketing Dive. Both labels jumped ahead more than 60 spots since 2018, now ahead of the other 600 brands measured on the list.
  • American Family Insurance was the most loved brand in online conversations for the second straight year, followed by many in the beauty and personal care category, such as Dove Men + Care, Avon, Mary Kay and Garnier Fructis.
  • Disney World ranked No. 3 in the offline conversations ranking. Unilever’s Dove Men + Care was the only brand to rank on both the online and offline lists.

Dive Insight:

Engagement Labs’ latest ranking highlights how consumers are discussing their favorite brands in different forums, illustrated by the fact that the most popular brands differ significantly when compared online versus offline. Offline seemed to be the most common way to discuss the most loved entertainment and toy brands than other categories. The Nintendo Switch ranked No. 1, Disney World No. 3, Lego No. 4, Fisher-Price No. 5, and Marvel at No. 7. These brands and others in the category can learn from this data that in-person activations and offline marketing may be more effective ways to reach consumers and establish positive associations.     Read the full Marketing Dive article, here.
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9 of the Most Loved Brands in Online & Offline Talk

Global Cosmetic Industry Magazine  

Unilever’s Dove Men + Care is the only brand to land to rank as “most loved” both online and offline, based on data collected in Engagement Labs’ TotalSocial list.

For the 2019 analysis of more than 600 U.​S. consumer brands across a spectrum of industry sectors and categories, Engagement Labs ranked the most loved brands based on net positive conversations happening online (via social media) and offline (via face-to-face conversa­tions) based on its annual TotalSocial Brand Awards series. Many of the brands on both the online and offline lists are in the beauty category. Aveeno and Olay are among the most positively talked about brands offline, while seven of the 10 top online brands are in the beauty category, including Avon, Mary Kay and Garnier Fructis. Despite the general strength of beauty brands, several fell off the lists entirely. L’Oréal dropped off the “most loved” offline list, from number eight in 2018 to 34 in 2019; in terms of the “most loved” online list, Estée Lauder fell from eight to 46, and Neutrogena fell from nine to 73. Marketers desire to foster a brand evangelist movement and a community of active brand advocates, because positive consumer conversations about brands can accelerate and grow business. According to Engagement Labs data and analytics 19 percent of all consumer purchases are driven by these kinds of consumer conversa­tions.   Read the full Global Cosmetic Industry Magazine article, here.
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Nintendo Switch, American Family ‘Most Loved Brands’

MediaPost by Tanya Gazdik Nintendo Switch and American Family are the “most loved brands,” offline and online respectively, based on positive conversations and referrals, according to Engagement Labs. Consumer conversations reveal a big difference in the most-loved brands online versus offline, according to research. Nintendo Switch and Gain laundry detergent zoomed up on the list of brands most positively talked about in offline conversations — both leapfrogging ahead of more than 600 brands to take the first and second “most loved” positions in Engagement Labs’ TotalSocial system. Online brand conversations generated a completely different list of most-loved brands — including American Family Insurance and Great Value, a Walmart brand, earning the most positive online talk. Only one brand — Unilever’s Dove Men + Care — managed to rank among the most positively talked-about brands both online and offline. Marketers desire to foster active brand advocates because positive consumer conversations about brands can accelerate and grow business. According to Engagement Labs data and analytics, 19% of all consumer purchases are driven by these kinds of consumer conversations.       Read the full MediaPost article, here.
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