Get the scoop: which ice cream brands are winning social

Published by Engagement Labs on August 4, 2014

July is National Ice Cream Month in the US. At this point, it’s safe to say that all ice cream brands embrace the idea that social media needs to be a core component of their marketing initiatives, and even more so during this annual “social holiday”.

With the growing trend of omni-channel marketing, consumer packaged goods’ campaigns are proving to be even more challenging or marketers. The average consumer attention span is now between 2.8-8 seconds, so a trend of curating “snackable” pieces of content into a visual story has emerged. The ice cream industry is a perfect example of this. Dessert pics are particularly “snackable”: scrumptiously, they entice and tantalize, presenting great opportunity for highly sharable social posts.

We’ve looked at the favorite ice cream brands in the U.S. over the past month to see who’s been capitalizing on this important annual industry event. Everyone’s been talking about the Big 3 (DQ, Ben & Jerry’s, Baskin & Robbins), so we decided that some of the brands with smaller, yet still massive followings deserved more attention – in other words, we wanted to compare apples with apples. Included in the eValue snapshot below, the Facebook pages of Haagen Dazs, Blue Bunny, Coldstone Creamery, Friendly’s, Blue Bell, Edy’s, Klondike, Dippin’ Dots, and Breyers (most used platform for ice cream brands).

Top Brand According to Evalue: Haagen-Dazs

Looking at the last two weeks (July 14 to 28th), Haagen-Dazs came out on top with a staggering 98.52 evalue score, aggregated on a 92.8 engagement score, 92.11 impact score and 95.96 responsiveness score. Opportunistically, the brand seized every occasion during “Ice Cream Month”, by posting a regular stream of successful images throughout July. The one below was above and beyond the most engaging of any other monitored brands, with a whopping 80K Likes and 2.4 K Shares.

(image courtesy evalue anayltics, click image for actual post)

Another incredibly impressive stat from Haagen-Dazs is their rate of Likes per 1000 fans. According to evalue analytics PRO, an average of 16% of all of Haagen Dazs’ 1.2 Million facebook fans will like every single post. That’s mind boggling. While the notion of ‘gourmet’ may now be engrained in the minds of consumers, there’s little question that it is further enhanced by the brand’s creation an excellent online relationship with fans. It’s a pretty simple formula, aesthetically delicious visuals with engaging calls to action, at the right time.

They also actively encourage their fans to share their love of their product. Of the chosen brands, Haagen-Dazs’ page interacted most with their fans by commenting on pictures and responding to questions – one of the primary factors that gave them the highest responsiveness score during our reporting period (speed and quality of response to content directed at the brand page or profile).

Blue Bunny Ice cream was another stand-out performer among the brands.

(image courtesy evalue analytics, click image for actual post)

Eventhough though they didn’t have the highest number of Fans, their impact score was among the highest (87.63). Impact is a calculation of the efforts made by the admin, and both the organic and viral reach that is achieved by each of these efforts.

To find out how your favorite ice cream brand measures up to these top sellers, or to view any two competing brands of a specific industry, just access the free version of our evalue analytics tool to get extensive analytics for top brands. If you are a professional user, you might want to sign up for a free pro trial to access even more. Happy Ice Cream Month!

What do you think of our listing? Drop us a line on twitter @engagementlabs or leave a comment below, we would be more than happy to chat about it.

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About eValue™:

The eValue™ score measures the effectiveness of a brand’s overall social media performance on Facebook, Twitter, YouTube and Instagram and provides a score from 0 – 100. It’s the aggregate of the three subscores including Engagement, Impact, and Responsiveness that work together to create one top-level KPI. Our subscores are calculated by using hundreds of sub metrics which are then benchmarked against a hand-picked database of 75,000 verified brand accounts on each channel.

Engagement: Measures the level of interaction generated by your content and how well your community reacts to it.

Impact: Measures how many unique users have potentially been exposed to a piece of content posted by the channel’s admin through organic, viral and paid reach.

Responsiveness: Measures the rate, speed and quality of your responses to fans.