Beauty and Personal Care Brands Sweep Most Loved Brands
Before consumers make buying decisions, they talk. But what do they talk about and how has that changed? Online and offline—through social media, product reviews, face-to-face or via Zoom, by text or IM, or via whatever channel—Americans seek recommendations, feedback, and validation in our choices of entertainment and products. According to Engagement Labs data and analytics, 19 percent of all consumer purchases are driven by these kinds of consumer conversations. Dove excels as the only brand among the top 10 in both online and offline sentiment.
“COVID-19 changed our lives during 2020. The brands on our ‘most loved’ brands list reflect the change in brand landscape as exhibited in those that earned the most positive recommendations from consumers during the pandemic,” said Engagement Labs CEO Ed Keller. “We see dramatic change for Nivea, Minecraft, Oreo and Lipton offline, and Dove and Fabuloso online, as well as home appliance brands KitchenAid and Frigidaire. And congratulations to Dove for once again leading the way in both offline and online conversation with relevant, talkworthy content as they have consistently done for many years now.”
“Even with the pandemic and everything it brought with it, along with the polarized political climate, consumers continued to talk about brands. To be successful in this new era, marketers must be part of the consumer conversation, which is predictive of long-term brand value, in addition to sales,” Keller noted. “Marketers need to have unique strategies for positive engagement and consumer conversation online vs. offline to drive better brand and business outcomes.”
Read the full BeautyMatter article, here.
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