The Social Media Academy Award Goes To People Magazine, GoGo squeeZ, Maybelline New York and Best Picture Winner Spotlight

Published by Engagement Labs on February 29, 2016

Engagement Labs Ranks the Top Performing Sponsors and Best Picture Nominees at the 2016 Academy Awards

TORONTO, Ontario — February 29, 2016–  Technology and data company Engagement Labs, creator of eValue Analytics™ score, today released rankings of the top performing Academy Award sponsors, along with the top performing Best Picture nominees on social media according to eValue data.


“The Academy Awards serve as the largest event of the Hollywood awards season. With millions of viewers tuning in to watch Tinsel Town’s biggest night, sponsors spend millions of dollars to get in front of the audience,” said Bryan Segal, CEO at Engagement Labs. “With awards show viewership no longer relegated just to the TV screen, audiences are using social media to post live-reactions and discuss buzzworthy moments during the telecast. As a result, social media offers the perfect opportunity for sponsors to capture audience attention and share of voice.”

On Facebook, People Magazine ranked first with an impressive overall eValue score. The entertainment news outlet also scored the highest Engagement and Impact score of the Academy Award sponsors. Snack food brands, GoGo squeeZ and Bare Snacks placed second and third, respectively. Bare Snacks leveraged its Oscars association by posting an image of an Academy Award made up entirely of one of its snack foods, generating one of its most engaged posts. Highest Responsiveness was scored by fellow food brand Pasta Chips.

GoGo squeeZ placed first on Twitter with the highest eValue score and highest Engagement. Make-up brand Maybelline New York placed second overall, with the highest Impact. Fifth-place finisher, Hello Products, scored the highest Responsiveness.

On Instagram, Maybelline New York ranked first with the highest eValue score. Scoring the highest Engagement and Impact scores of all sponsors, the brand also boasted the most likes per 1,000 fans on the visual platform. People Magazine came in second with the most active user base of the group, with its posts regarding Leonardo DiCaprio’s Oscar win and red carpet appearance with Kate Winslet, generating more than 20,000 likes each. Fifth-place finisher, Hello Products, scored the highest Responsiveness once again.

“As sponsors aim to turn association with The Oscars into increased sales, the films nominated for Academy Awards look to  increase box office revenue. Critical acclaim during the award season is extremely beneficial for any film as it raises curiosity amongst audiences, leading them to theaters. As a result, social media provides Best Picture nominees the perfect medium to leverage the critical acclaim and drive additional viewership,” continued Segal.

On Facebook, Best Picture winner Spotlight took first place with the highest eValue score. Posting on Facebook after winning Best Picture and Best Original Screenplay, the film generated the second highest Engagement score. Second place finisher, Brooklyn, scored the highest Responsiveness score, while third place film, Room, scored the highest Engagement score and garnered the most number of likes per 1,000 fans. Room’s post congratulating Best Actress winner Brie Larson, as well as its post celebrating the film’s four nominations generated the most engagement – with the latter post gaining 28,100 likes and 1,900 shares. The Revenant, which saw lead actor Leonardo Dicaprio win his first Oscar, gained the most followers the day of the show with 11,132 new followers.

On Twitter, Room scored the highest eValue score while also generating the highest Engagement score and most mentions per 1,000 fans of the Best Picture nominees. Second place went to The Revenant with the film’s most engaged post being a celebration of Leonardo DiCaprio’s first Oscar win. Best Picture winner Spotlight placed third with the most number of retweets and likes per 1,000 fans. The Martian, which placed fifth for eValue, scored the highest Impact.

“Based on the reactions of online audiences, films which experienced Oscar success saw  success reflected in one way or another on its social channels. Viewers are tuning in to these awards shows to see their favorite films and artists prevail, so when there is an achievement, this can easily translate into online success. Thus, by attaching oneself to such a mass-media event, brands and films have significant opportunity to drive sales,” noted Segal.

About Engagement Labs

Engagement Labs offers intelligent Total SocialTM data, analytics and insights for marketers and organizations enabling them to track, measure and benchmark the conversations happening around their brand or industry both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide data and actionable insight to help guide business decisions and power marketing effectiveness.

Engagement Labs’ eValue™ Analytics tool is the global benchmark for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media and digital marketing efforts, distilling it down to a single meaningful number between 0 and 100 – an eValue score. Composed of a series of metrics and Key Performance Indicators (KPIs), an eValue score measures social media Engagement, Impact and Responsiveness which is benchmarked against 100,000+ handpicked and verified brands. The Keller Fay Group, an Engagement Labs company, is the only firm to regularly measure offline conversation, which independent research finds is a significant driver of sales with twice the impact of online conversation.

Engagement Labs maintains offices in Toronto ON, Montreal QC, London UK and New Brunswick NJ.

www.engagementlabs.com / www.kellerfay.com

For media inquiries please contact:

Kate Tumino / Kenneth Cousins
KCSA Strategic Communications
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212-896-1252 / 212-896-1254