Consumer Conversations Reveal Big Differences In Most Loved Brands Online and Offline
Nintendo Switch and Gain Lead Offline Talk, While Beauty Brands Dominate Most Positive Brands Online
Unilever’s Dove Men + Care Only Brand Among Top Ten Both Online and Offline Sentiment
NEW YORK, NY (March 12, 2019) – Nintendo Switch, the fastest-selling console of the current generation, and Gain laundry detergent zoomed up the list of brands most positively talked about in offline conversations, both leapfrogging ahead of more than 600 brands to take the first and second “most loved” positions, respectively, in Engagement Labs’ TotalSocial® system.
Meantime, online brand conversations generated a completely different list of most loved brands, including American Family Insurance and Great Value, a Walmart brand, earning the most positive online talk. Only one brand, Unilever’s Dove Men + Care, managed to rank among the most positively talked about brands both online and offline.
Marketers desire to foster a brand evangelist movement and a community of active brand advocates. Brand evangelism is important as positive consumer conversations about the brands they love can accelerate and grow business. According to Engagement Labs data and analytics 19 percent of all consumer purchases are driven by these kinds of consumer conversations.
For the 2019 analysis of more than 600 US consumer brands across a spectrum of industry sectors and categories, Engagement Labs ranked the most loved brands based on net positive conversations happening online (via social media) and offline (via face-to-face conversations) based on its annual TotalSocial® Brand Awards series.
“The eclectic mix of brands on our ‘most loved’ brands list show that brands in any category can earn positive recommendations from consumers,” said Engagement Labs CEO Ed Keller. “We also see the potential for brands to improve, dramatically, as Nintendo, Gain, and CoverGirl did last year.”
Many of the brands on both the online and offline lists are in the beauty category. Aveeno and Olay are among the most positively talked about brands offline, while 7 of the 10 top online brands are in the beauty category, including Avon, Mary Kay, and Garnier Fructis.
“The beauty category has worked hard to engage online influencers, and it shows in the positive discussions these brands receive,” said Keller. “It’s a lesson for other categories, as well, that they can benefit from proactive social media campaigns.”
Despite the general strength of beauty brands, several fell of the lists entirely. L’Oréal dropped off the “most loved” offline list, from number 8 in 2018 to 34 in 2019. In terms of positive online conversations, Estee Lauder fell from 8 to 46, and Neutrogena fell from 9 to 73.
To learn more about Engagement Labs and how to increase your brand’s consumer conversations in real life and online, reach out at: firstname.lastname@example.org.
To learn more about the TotalSocial Brand Awards, click here.
About Engagement Labs
Engagement Labs (TSXV: EL) is an industry-leading data and analytics firm that provides social intelligence for Fortune 500 brands and companies. The Company’s TotalSocial® platform focuses on the entire social ecosystem by combining powerful online (social media) and offline (word of mouth) data with predictive analytics. Engagement Labs has a proprietary ten-year database of unique brand, industry and competitive intelligence, matched with its cutting-edge predictive analytics that use machine learning and artificial intelligence to reveal the social metrics that increase marketing ROI and top line revenue for its diverse group of clients.
TotalSocial® is a premier data and analytics platform that provides brands with unique insights, improved marketing ROI and strategies to grow revenue. Fueled by actionable online and offline data, TotalSocial is the only platform that encompasses and listens to the entire social ecosystem. TotalSocial offers unique, proprietary data about brands, its industry and competitors. With cutting-edge diagnostics, patent-pending predictive analytics and machine learning, TotalSocial identifies business opportunities and provides recommendations and a roadmap to grow revenue and achieve business and marketing goals.
About TotalSocial Brand Awards – Most Loved Brands
The awards are based on the Company’s proprietary TotalSocial® data and analytics platform, which continuously measures the online and offline social metrics that are proven drivers of business performance. These metrics, including both online and offline conversations against the following major conversation dimensions: net sentiment (the difference in the percent positive conversations minus negative), brand sharing (the extent to which people are sharing or talking about a brand’s marketing or advertising), volume (a measure of how many conversations mention a brand) and influence (the extent to which an influential audience is talking about a brand). The Most Loved Award is given to brands with the highest net sentiment scores online and offline in 2019.
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