Tagged 'branding'

'Like A (Super)Girl': 3 Ways CBS Could Do Some Serious Good This Fall (Video)

Posted by Rick Mathieson on June 20th, 2015 at 2:32 pm

Can a new TV show about a female superhero aspire to create positive messages for girls and women as well as (or better than) a certain viral video from a feminine products brand?
In just the last few weeks, Procter & Gamble's viral sensation "Like A Girl" won the GoodWorks Effie, which is designed to recognize marketers for effectively using their platforms for "purpose-driven' campaigns. That is to say, campaigns that accomplish some social good, beyond (just) promoting the brands behind them.
As most everyone in the world of marketing and advertising knows by now, the video, for P&G's Always brand, explores the meaning of the phrase "like a girl" - and how to redefine it. It's powerful stuff, and since its debut last summer, it has generated nearly 60 million views—and has been likened to some of the best work coming from Unilever's long-running "Campaign for Real Beauty."
Right around the same time, we also saw the release of a six-minute trailer for CBS-TV's new show "Supergirl" from Berlanti Productions—the team behind "The Flash," "Arrow," and the upcoming "Legends of Tomorrow" on CW.
Based on the character in DC comics, the series follows Kara Zor-El, the preteen cousin of baby Kal-El, as she... Read more

25 Top Father’s Day Posts From Last Year

Posted by Doug Schumacher on June 19th, 2015 at 1:16 pm

With Father’s Day coming up this weekend, we thought we’d take a look at some of the top Father’s Day posts from last year. These are the top 25 from the largest consumer brands on Facebook. Happy Father’s Day to all the fathers out there.

Top tequila brand posts on Facebook in May

Posted by Doug Schumacher on June 17th, 2015 at 12:24 pm

What do tequila brands post on Facebook? Looking at the top ten posts for May, you can see a few trends that are showing up in this list of top posts. Drink recipes, holiday celebrations, and salutes to moms on Mother’s Day. Recipes in particular are a common theme on this list, with 3 of the top ten posts having recipes.
Top 10 Tequila Brand Facebook Posts in May

Also notable is that, per our Subject Analyzer chart below, 20 of the 102 posts from all brands in May were tequila recipes. While recipes may be a well-worked theme in the food and beverage category overall, it also seems that it’s something people are still interested, at least for this group. For any brand looking to increase the impact of their posts, recipes would seem to be a solid approach.

One more chart — all 20 of the recipes posted in May. The +24 metric on the far right is an estimate of the percent of engagement driven by paid promotion for each post. Overall, not an enormous amount of promotion.

The Instagram opportunity for snack food brands

Posted by Doug Schumacher on June 16th, 2015 at 9:05 am

In reviewing snack food industry data, it’s surprising to note how few of the major brands are using Instagram. As we’ve outlined in numerous other reports, brands are seeing large numbers of engagements and growing fan counts on Instagram. While food products don’t always play out well on photo-driven networks, snack foods would seem to be harmed less by unflattering fan photos than most food products.
First, let’s take a look at data related to the overall posting activity of some major snack foods brands for the month of May. Networks include Facebook, Instagram and Twitter. In the Subject Analyzer view below, looking at the entire industry, you can see the brands featured in the Posts chart.
Looking at the Posts chart at the top, you can see that very little content is being posted to Instagram (4%) relative to Facbook (25%), and especially Twitter (71%). The Engagement chart shows that despite the volume of posting to Twitter, Facebook delivers the dominant percentage of engagements from content, with even Instagram’s small posting volume accounting for more engagements than Twitter.
Subject Analyzer for Snack Foods Brands

Of the 7 snack brands we’re tracking here, only 3 have Instagram accounts (Oreo, Twix and Butterfinger), and only 2 of them are posting on... Read more

A pet food campaign from Natural Balance that’s leading the pack

Posted by Doug Schumacher on June 11th, 2015 at 3:08 pm

Pet foods is a crowded category with a lot of competitors, and every time we analyze this industry, we see something interesting. For this view, I want to look at industry activity for the month of May, and see what campaigns stand out.
To start, we’ll take an overall view of the industry posting in our Subject Analyzer, below. In this report, there are a number of charts providing a complete view of posting volume per social network, engagements generated per social network, and daily posting and engagement levels for each brand and network. A very comprehensive first view.
Notice in the Engagements By Day chart how there are several enormous spikes for the Natural Balance brand. Posts that performed well above the norm in this industry for the month of May.

Those spikes are a definite point of interest, so we’re going to refine our view to isolate on the same data view but strictly for the Natural Balance brand, below. This view makes our three primary spikes stand out even more, per the Engagements By Date chart. In the Posting By Day chart, we can see that posting volume didn’t spike that sharply on any of the dates that month, which places emphasis... Read more