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Trader Joe’s, the American neighborhood grocery store, and Carter’s the retailer of children’s apparel rocketed up the list of brands most positively talked about in offline conversations, ahead of more than 650 brands across all consumer categories, to take top “most loved” honors in Engagement Labs’ fourth annual TotalSocial® Brand Awards. This reflected Dove’s focus on The CROWN Act and #BeautyBias campaigns that resonated to women everywhere and providing a platform for impactful conversations on social and racial justice in America. Dove has a long tradition of campaigns that are engaging both online and offline since its provocative landmark Real Beauty campaign, and 2020 was no exception. Consumer conversations changed dramatically during the COVID-19 pandemic with everyday categories such as beauty and personal care, video games, and household cleaning products taking on new importance and shifted consumer needs as time spent at home surged and amid quarantine mode for many Americans.
While total offline WOM impressions have modestly increased since 2007, something hasn’t changed: the majority of all WOM is still done face-to-face. Marking 15 years of measuring offline WOM – defined by Engagement Labs as conversations taking place face-to-face, by phone, emailing, texting, or any channel other than posting on social media – the study finds that WOM in the US remains majority (66%) face-to-face, just as it was at the start of the study, despite this share decreasing from 74% in 2007. Also between 2007 and 2020, the share of WOM accounted for by phone conversations has remained steady at around 17%, while among online channels the share of conversations attributed to instant message/text message has increased from 3% to 8%, and email’s share has dipped from 3% to 2%.
The brands on our ‘most loved’ brands list reflect the change in brand landscape as exhibited in those that earned the most positive recommendations from consumers during the pandemic,” said Engagement Labs CEO Ed Keller. We see dramatic change for Nivea, Minecraft, Oreo and Lipton offline, and Dove and Fabuloso online, as well as home appliance brands KitchenAid and Frigidaire. To be successful in this new era, marketers must be part of the consumer conversation, which is predictive of long-term brand value, in addition to sales,” Keller noted. Marketers need to have unique strategies for positive engagement and consumer conversation online vs. offline to drive better brand and business outcomes.
Trader Joe’s and Walmart’s Great Value are the “most loved brands,” offline and online respectively, based on positive conversations and referrals, according to Engagement Labs. Trader Joe’s and Walmart’s Great Value are the “most loved brands,” offline and online respectively, based on positive conversations and referrals, according to Engagement Labs. Carter’s joined Trader Joe’s in rocketing up the list of brands most positively talked about in offline conversations, ahead of more than 650 brands across all consumer categories. Other top brands on the offline list include Nintendo Switch (which last year led offline), Oreo, Dove, Minecraft, Lego, Lipton, Dove Men+Care and Nivea.