Dive Brief:

• Ferrari and Regions Bank saw the most success with "everyday influencers" — friends who give recommendations and have large social media networks — in 2017, according to results from Engagement Labs' TotalSocial Brand Awards made available to Marketing Dive. Ferrari leveraged these influencers to most successfully drive conversations offline, followed by Metlife and Puma; Regions Bank did the same online via social media interactions, followed by CVS and NyQuil,
• Ferrari increased customer conversations around its brand after unveiling a new convertible with speeds of up to 199 mph, while Regions Bank engaged influencers around its "Piggy Poetry" campaign on Twitter. CVS's ranking was based on its emphasis on health in recent marketing campaigns, an announcement that it would stop airbrushing photos in beauty ads and its planned purchase of Aetna. Puma, for its part, has used its celebrity brand ambassador program to generate more consumer conversations.
• Engagement Labs analyzed more than 500 U.S. consumer brands, and chose winners based on the extent that the influencers represented the proportion of those who talked about and recommended brands online and offline. The firm graded the companies in its award series based on brand performance drivers, including influence, sentiment, sharing and volume.

Read the full MarketingDive article, here.

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