AUTHOR: Dianna Christie | PUBLISHED: March 12, 2020

Dive Brief:

• Video game console Nintendo Switch is the most loved brand in offline consumer conversations, followed by Gain laundry detergent, according to Engagement Labs' TotalSocial​ study shared with Marketing Dive. Both labels jumped ahead more than 60 spots since 2018, now ahead of the other 600 brands measured on the list.
• American Family Insurance was the most loved brand in online conversations for the second straight year, followed by many in the beauty and personal care category, such as Dove Men + Care, Avon, Mary Kay and Garnier Fructis.
• Disney World ranked No. 3 in the offline conversations ranking. Unilever's Dove Men + Care was the only brand to rank on both the online and offline lists.

Dive Insight:

Engagement Labs' latest ranking highlights how consumers are discussing their favorite brands in different forums, illustrated by the fact that the most popular brands differ significantly when compared online versus offline.

Offline seemed to be the most common way to discuss the most loved entertainment and toy brands than other categories. The Nintendo Switch ranked No. 1, Disney World No. 3, Lego No. 4, Fisher-Price No. 5, and Marvel at No. 7. These brands and others in the category can learn from this data that in-person activations and offline marketing may be more effective ways to reach consumers and establish positive associations.

Read the full Marketing Dive article, here.

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