Which Companies’ Marketing Campaigns Are Sparking Conversation?


May 6, 2019


Even in the digital age, word-of-mouth still matters and if a brand’s marketing efforts are being talked about, it likely means it’s on the minds of consumers when they are ready to make a purchase decision. Knowing the importance of getting consumers talking about brands, Engagement Labs has released the results [press release] of the 10 most “talkworthy” marketing campaigns online and offline in the US. Its analysis suggests that high-profile campaigns make them more likely to feature in conversations about the brand.


Engagement Labs looked at close to 500 consumer brands and ranked them based on the share of offline conversations about the brand in which people were talking about the brand’s marketing or advertising.


With few Americans actually finding advertising enjoyable and the majority of consumers considering friends and family as a trusted source of information about brands, it’s helpful to take a closer look at which campaigns got people talking.


Allstate sits at the top of the offline most “talkworthy” brands list, with a 91.1% share of offline conversations about them referencing their marketing and advertising campaigns. This top spot comes after increasing their overall marketing investment last year. Sticking with what works, Allstate ran a dual campaign running what might be considered to be soothing or reassuring ads, with longtime representative Dennis Haysbert utilizing the tagline “Now that you know the truth, are you in good hands?” – and the more humorous “mayhem” ads which have been running since 2010.


Read the full MarketingCharts article, here.

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