Beauty and Personal Care Brands Dominate Most Loved Brands During Pandemic Year, New Study of Online and Offline Consumer Conversations Reveals
Trader Joe’s and Carter’s Lead Offline Talk Sentiment, While Walmart’s Great Value and American Family Insurance Retain their Rankings as the Most Positive Brands Online
Unilever’s Dove Excels as Only Brand Among Top Ten In Both Online and Offline Sentiment
NEW YORK, NY (February 24, 2021) – Trader Joe’s, the American neighborhood grocery store, and Carter’s the retailer of children’s apparel rocketed up the list of brands most positively talked about in offline conversations, ahead of more than 650 brands across all consumer categories, to take top “most loved” honors in Engagement Labs’ fourth annual TotalSocial® Brand Awards.
Meantime, Great Value, a Walmart brand, and American Family Insurance earn the top positions (as they did last year) for the most loved brands in online talk.
Unilever’s Dove claims special notice as the only brand to rank among brands both online and offline during the COVID era – an important achievement given the importance of both offline and online in driving business performance. Dove’s improvement in online brand love grew more than any other top 10 brand. This reflected Dove’s focus on The CROWN Act and #BeautyBias campaigns that resonated to women everywhere and providing a platform for impactful conversations on social and racial justice in America. Dove has a long tradition of campaigns that are engaging both online and offline since its provocative landmark Real Beauty campaign, and 2020 was no exception.
Consumer conversations changed dramatically during the COVID-19 pandemic with everyday categories such as beauty and personal care, video games, and household cleaning products taking on new importance and shifted consumer needs as time spent at home surged and amid quarantine mode for many Americans.
Read the full Customer Think article, here.
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