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Luxury Fashion Industry: 3 Facebook Campaigns Analyzed

The luxury fashion industry would seem to be the perfect combination for social media. Great looking products, celebrity models, and an air of exclusivity. And indeed, luxury fashion brands have some of the largest fan counts of any industry in social media.

This report starts with a high-level look at the luxury fashion industry on Facebook, assessing the subjects and themes brands are posting about. Then it deep dives into 3 of the campaigns, looking at the posting calendar, level of promotion behind the campaign, top posts, and more.

Data highlights and key takeaways:

  • Average page fan count of over 10 millions fans
  • Moderate posting volume, with an industry average of 72 posts per brand over almost 2 months.
  • Only 2 brands, Louis Vuitton and Chanel, seem to be putting a lot of promotion behind their Facebook posts
  • 2 of the 3 top performing campaigns ran for less than 3 weeks
  • Hashtags and celebrities are key topics in some of the best performing campaigns

Brands analyzed are: Armani, Burberry, Calvin Klein, Chanel, Dior, Dolce & Gabbana, Gucci, Louis Vuitton, Marc Jacobs and Versace

All data in report from the period of June 1 - July 28 2014, unless noted otherwise.

Top Ten: Harley sells the dream with a highly-shared Facebook post

Last week we wrote about how brands are working hard to make it look like they’re not over-working it in their pics. This week Harley nailed it with a shot any Harley rider would have loved to shot over the handlebars of their own bike.


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#1 Pepsi - photo2014-07-22 14:57
Real friends share REAL. BIG. TASTE. #RealBigSummer

 
 
 

Tot: 1.001% Engagement rate63.4K Engagements60.7K Likes1.5K Comments1.3K Shares2% Shares
24h: 0.24% Engagement rate15.2K Engagements
#2 Harley-Davidson - photo2014-07-26 15:01
Photo of the Day: Softail Sunset.

 
 
 

Tot: 0.977% Engagement rate62.5K Engagements55.3K Likes414 Comments6.8K Shares11% Shares
24h: 0.835% Engagement rate53.4K Engagements
#3 Starbucks Frappuccino - photo2014-07-22 12:00
#TreatReceipt dragon. Guardian of the Frappuccino. Devoting his life to protect your $2 treat after 2pm thru 8/17. (US only)

 
 
 

Tot: 0.914% Engagement rate105.4K Engagements99.2K Likes1.4K Comments4.9K Shares5% Shares
24h: 0.104% Engagement rate12.0K Engagements
#4 Dior - photo2014-07-24 16:42
 

 
 

Tot: 0.817% Engagement rate113.3K Engagements111.6K Likes529 Comments1.1K Shares1% Shares
24h: 0.687% Engagement rate95.3K Engagements
#5 Tiffany & Co. - photo2014-07-21 16:00
Decisions, decisions. Shop Tiffany rings: http://bit.ly/1sV0EzM

 
 
 

Tot: 0.63% Engagement rate41.6K Engagements39.9K Likes350 Comments1.4K Shares3% Shares
24h: 0.575% Engagement rate37.9K Engagements
#6 Buffalo Wild Wings - photo2014-07-26 23:10
If you’ve never tried Mountain Dew with Rum, let’s fix that.

 
 
 

Tot: 0.544% Engagement rate68.7K Engagements62.4K Likes1.5K Comments4.8K Shares7% Shares
24h: 0.539% Engagement rate68.1K Engagements
#7 Gatorade - photo2014-07-26 13:00
Your body needs carbs to perform. It's not rocket science. It's just #science.

 
 
 

Tot: 0.537% Engagement rate37.6K Engagements37.2K Likes152 Comments211 Shares1% Shares
24h: 0.204% Engagement rate14.3K Engagements
#8 Starbucks - photo2014-07-22 12:00
#TreatReceipt is back! $2 iced drinks after 2pm with your morning receipt. (US only, crazy origami skills optional)

 
 
 

Tot: 0.472% Engagement rate175.3K Engagements167.6K Likes1.8K Comments5.9K Shares3% Shares
24h: 0.027% Engagement rate10.2K Engagements
#9 Dunkin' Donuts - photo2014-07-27 13:24
Happy Parents’ Day! We can think of 12 ways to say, “Thanks!” to Mom and Dad.

 
 
 

Tot: 0.414% Engagement rate31.0K Engagements29.4K Likes467 Comments1.1K Shares4% Shares
24h: 0.408% Engagement rate30.5K Engagements
#10 Aéropostale - photo2014-07-25 01:15
summer heat. http://bit.ly/1tHTWK5

 
 
 

Tot: 0.405% Engagement rate42.7K Engagements42.4K Likes73 Comments268 Shares1% Shares
24h: 0.363% Engagement rate38.2K Engagements
 

About

TopTen is weekly summarty of the previous week's ten most engaging posts from the largest 100 consumer brand pages on Facebook. All data is pulled using social media content strategy tool Zuum.

Report: Social Media Analysis - Luxury Auto Manufacturers

Automobiles are often objects of passion, and as such, can be well suited to social media. But as this report shows, not all luxury autos are created equal. At least not when it comes to drawing fans and generating engagement on social networks.

The Zuum report “Social Media Analysis - Luxury Autos” is an industry benchmarking and content exploration into where the fans are in that industry, and what engages them. It looks at 12 of the Luxury Automobile brands. Social media networks included in the analysis are Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.

Data highlights and key takeaways:

  • Facebook is the dominant network for most brands in this industry, but considerable activity is moving over to Instagram
  • Google+ has considerable fan base overall, but is driving minimal engagement with brand content
  • There’s surprisingly little promotion of posts on Facebook from these brands
  • Mercedes is prompting their fans on Facebook to join them on Instagram. A possible move in reaction to Facebook’s declining reach issue.
  • Auto-enthusiast magazines are generating significant engagement for some of the brands, something brands should leverage when possible, as not all press will be entirely possible.

Brands analyzed are: Acura, Audi, BMW, Cadillac, Infiniti, Jaguar, Land Rover, Lexus, Lincoln, Mercedes-Benz, Porsche and Volvo.

Top Ten: Pepsi’s top Facebook post? You could have shot that.

There’s a clear trend going on in social media posts from big brands, and that’s not to make photos look like they were shot by professional photographers that only big brands can afford. In other words, make it look like everyone else’s content in the social feed.

This week’s number one post from Pepsi is a good example. Like a prankish vacation photo of the Statue of Liberty or Eiffel Tower, it prompted a whole wave of imitator posts in the comments. And that’s probably the ultimate gauge of success.


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#1 Pepsi - photo2014-07-16 16:00
A #RealBigSummer calls for real big refreshment.

 
 

Tot: 2.798% Engagement rate177.0K Engagements172.5K Likes1.5K Comments3.0K Shares2% Shares
24h: 0.843% Engagement rate53.4K Engagements
#2 Starbucks Frappuccino - photo2014-07-15 19:00
OMNOMNOMNOMNOM! #sipface

 
 

Tot: 0.975% Engagement rate112.1K Engagements110.5K Likes587 Comments1.0K Shares1% Shares
24h: 0.279% Engagement rate32.1K Engagements
#3 Pizza Hut ► HERSHEY'S - photo2014-07-18 20:13
The Ultimate HERSHEY'S Chocolate Chip Cookie. Really. Order now: http://pizzahut.com

 
 

Tot: 0.836% Engagement rate39.0K Engagements35.9K Likes967 Comments2.1K Shares5% Shares
24h: 0.299% Engagement rate14.0K Engagements
#4 Chick-fil-A - photo2014-07-17 17:02
Brighten the day. #GrilledLove http://bit.ly/1jBMnUJ

 
 

Tot: 0.82% Engagement rate61.7K Engagements58.3K Likes1.4K Comments2.0K Shares3% Shares
24h: 0.158% Engagement rate11.9K Engagements
#5 CHANEL - link2014-07-19 04:00
Café Society: discover the new High Jewelry Collection hour after hour.

 
 

Tot: 0.813% Engagement rate102.7K Engagements100.6K Likes401 Comments1.7K Shares2% Shares
24h: 0.37% Engagement rate46.7K Engagements
#6 Hollister Co. - photo2014-07-16 13:30
Oh, hey, Peyton List! #HollisterHouse #JeansLounge

 
 

Tot: 0.537% Engagement rate64.6K Engagements64.1K Likes458 Comments77 Shares0% Shares
24h: 0.071% Engagement rate8.6K Engagements
#7 Aéropostale - photo2014-07-17 01:15
little black dress. http://bit.ly/1ridsyB

 
 

Tot: 0.494% Engagement rate52.0K Engagements51.5K Likes137 Comments422 Shares1% Shares
24h: 0.432% Engagement rate45.5K Engagements
#8 Gatorade ► Usain Bolt - photo2014-07-19 13:00
#Sweat shows the competition who they'll be chasing. Usain Bolt #WinFromWithin

 
 

Tot: 0.493% Engagement rate34.4K Engagements34.1K Likes140 Comments129 Shares0% Shares
24h: 0.219% Engagement rate15.3K Engagements
#9 Dunkin' Donuts ► Oreo - photo2014-07-18 17:05
Looking for a way to cool DDown your summer cookout? Check out our delicious recipe for Oreo Vanilla Bean Coolatta Ice Box Pie. Warning: this treat goes fast! http://dun.kn/1n1qTzI

 
 

Tot: 0.487% Engagement rate36.4K Engagements33.1K Likes327 Comments3.0K Shares8% Shares
24h: 0.094% Engagement rate7.0K Engagements
#10 Tiffany & Co. - photo2014-07-14 16:00
Summer in paradise. Shop Paloma Picasso® Olive Leaf: http://bit.ly/1bJi6tx

 
 

Tot: 0.474% Engagement rate31.2K Engagements29.8K Likes291 Comments1.0K Shares3% Shares
24h: 0.445% Engagement rate29.2K Engagements
+24h:
 
 

About

TopTen is weekly summarty of the previous week's ten most engaging posts from the largest 100 consumer brand pages on Facebook. All data is pulled using social media content strategy tool Zuum.

Top Ten: Hugo Boss and the German soccer team a winning combo

Athletes, being in the shape they are, often make good clothes models. It’s even better when they’ve just won the world cup. Also, a smart move by Hugo Boss tapping into the substantial fan community of the German football team’s page. It's the #2 post, below.


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#1 CHANEL - photo2014-07-08 19:19
Finale at the CHANEL Fall-Winter 2014/15 Haute Couture show. View more pictures on www.chanel-news.com

 
 
#3 Road & Track Magazine ► Lamborghini - link2014-07-07 17:02
The importance of the Lamborghini Huracán to the company's fortunes cannot be overstated. Also, it's pretty easy on the eyes.

www.roadandtrack.com
The Gallardo has been Lamborghini's most important car, by a massive margin. There's no room for error for its successor, the Huracán. Can it swagger?
#4 Starbucks Frappuccino - photo2014-07-09 15:33
ItssSssssuuuuuummmmmeeeeerrrrrrrAAAAAAHHHHHHHHHHhhhhooommgggsomeoneeeesttoopppthiisssthingggggg! #fromwhereisip #mochacookiecrumble

 
 
 
#5 Buffalo Wild Wings - status2014-07-13 17:20
Soccer. Football. Fútbol. Whatever you call it, it goes great with wings and a beer.
 
#6 Louis Vuitton - photo2014-07-09 13:59
Louis Vuitton is proud to take part in its second FIFA World Cup™, perpetuating a long tradition of creating elegant cases to transport the most precious belongings. Watch the Brazilian top model Gisele Bündchen unveiling the trophy case at http://youtu.be/43q_unEjvPk

 
 
 
#7 Tiffany & Co. - photo2014-07-07 16:00
A New York state of mind. Shop Return to Tiffany®: http://bit.ly/1j7HV9P

 
 
 
#8 Krispy Kreme Doughnuts - offer2014-07-09 19:34
Get a 77 Cent 2nd Original Glazed Dozen for our birthday on 7/11 in the US/CAN
 
#10 Gatorade ► ESPN The Magazine - photo2014-07-11 19:00
This is the product of hard work too, ESPN The Magazine. #BodyIssue #WinFromWithin

 
 
 
 
 

About

TopTen is weekly summarty of the previous week's ten most engaging posts from the largest 100 consumer brand pages on Facebook. All data is pulled using social media content strategy tool Zuum.

Top Ten: Fast food posts dominate the 4th of July week

There are usually a few fast food brands in the top ten, but never this many at once. And it’s notable that only one of the top ten posts had an Independence Day theme. Maybe people were more hungry than patriotic. 


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#1 Dairy Queen - photo2014-06-30 16:00
Entree, fries, drink, bacon, plus a sundae. Notice something new? That’s right - bacon! Try the new Bacon Cheeseburger in the DQ $5 Buck Lunch, and let us know what you think.

 
 
 
#2 Buffalo Wild Wings - photo2014-07-06 18:00
If you can ever tear yourself away from the wings, check out the Strawberry Spinach Salad.

 
 
 
#4 Krispy Kreme Doughnuts - offer2014-07-01 02:14
77₵ 2nd Dozen Original Glazed Doughnuts when you buy any dozen on July 11 (US/CAN)
 
#6 Tiffany & Co. - photo2014-07-02 16:00
Love in all its brilliance. Browse Tiffany engagement rings: http://bit.ly/17jcm8b

 
 
 
#7 Dunkin' Donuts ► Oreo - photo2014-07-03 13:14
It’s official! Dunkin' and Oreo Cookies are back together.

 
 
 
#10 Abercrombie & Fitch - photo2014-07-02 13:23
'Like' if you're spending today with your best friend!

 
 
 
 
 

About

TopTen is weekly summarty of the previous week's ten most engaging posts from the largest 100 consumer brand pages on Facebook. All data is pulled using social media content strategy tool Zuum.

Report: Social Media Analysis - QSR Restaurants

The social media landscape can quickly change as concerns about reach, effectiveness, value, security, or other issues rise and fall. And because trends can be specific to one or a few industries, it’s essential to analyze data for a known number of brands across a set period of time.

The Zuum report “Social Media Analysis - QSR Restaurants” is an industry benchmarking and content exploration into where the fans are in that industry, and what engages them. It looks at 9 of the QSR burger category brands, focusing on those with the highest total network members. Social media networks included in the analysis are Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.
 

Data highlights and key takeaways:

  • The total social media community size is dominated by a major global brand, McDonald’s, with over 50% of all community members across all 9 brands.
  • Wendy’s, with a total community size of only 17% of McDonald’s, is driving over 2 times the number of total engagements as McDonald’s
  • 90% of Wendy’s engagement happens on Facebook, where their engagement rate is over 10 times that of McDonald’s
  • Top industry campaign themes include brand rallying, product promotions and global events like the World Cup.
  • The industry’s fastest growing social networks, in order, are Instagram, YouTube and Google+.

Brands analyzed are: McDonald’s, Dairy Queen, Burger King, Wendy’s, Sonic Drive-In, In-N-Out, Steak n Shake, Whataburger and Carl’s Jr.

Top Ten: Dove can thank Facebook for the Pinterest followers

With the recent dust-up over the drop in organic reach on Facebook, it’s interesting to see brands urging fans to join them on alternative social networks. Dove’s #5 post this week is a clear example of this.


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#2 Tiffany & Co. - photo2014-06-25 16:00
A Tiffany love story. Find your perfect ring: http://bit.ly/17jcm8b

 
 
 
#3 Taco Bell ► Dr Pepper - photo2014-06-24 01:17
Tall, dark and handsome. Dr Pepper Vanilla Float Freeze.

 
 
 
#5 Dove - link2014-06-26 18:31
Take a moment to join us on Pinterest!

www.pinterest.com
Dove is committed to helping women realize their beauty potential by creating products that deliver real care.
#7 Porsche - photo2014-06-24 10:46
Which system combines everyday usability, efficiency and driving performance? Learn more about Porsche Active Aerodynamics for the #911Turbo: http://por.sc/o1d95b *Combined fuel consumption in accordance with EU 5: 9.9-9.7l /100 km; CO2-emission: 231-227g/km

 
 
 
#9 Lamborghini ► Circuit Paul Ricard OFFICIEL - photo2014-06-23 19:00
Do you know that you can drive #LamboHuracan at Circuit Paul Ricard OFFICIEL on June 28 during #SuperTrofeo? There are few slots available, email to: Accademia at lamborghini dot com We accept reservations until June 25.

 
 
 
 

About

TopTen is weekly summarty of the previous week's ten most engaging posts from the largest 100 consumer brand pages on Facebook. All data is pulled using social media content strategy tool Zuum.

Top Ten: There are Facebook posts. And then there’s this Nike video post.

We frequently call out the sharing % of a post as one of the better indicators for true impact. And I don’t think I’ve seen a post before with the level of sharing the Nike Football post has this week. Over 590,000 shares.

For a little perspective on this, look at the total number of shares for every other post in this week’s Top Ten. This also reinforces something we’ve reported on before: That video consistently generates more sharing than any other media type. This is something you can verify for your industry in the Zuum “Post Types” chart. 


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#1 Nike Football - video2014-06-09 16:00
Play every game like it's 'The Last Game.’ http://gonike.me/nikefootball

 
 
#2 Tiffany & Co. - photo2014-06-11 17:15
For an elegant wedding, no detail should be overlooked—from the gown to the table settings to the exquisite bridal jewelry. Discover Tiffany’s wedding inspirations: http://bit.ly/1jkmRgK

 
 
 
#4 Dairy Queen - photo2014-06-14 00:00
Have another delicious S’mores BLIZZARD Treat...in a waffle cone!

 
 
 
#5 Sharon Osbourne ► Kelly Osbourne - photo2014-06-09 14:54
With my Kelly Osbourne, ready for our MAC Cosmetics launch at Selfridges London! #MACOsbournes

 
 
#6 HERSHEY'S - photo2014-06-11 15:30
We recently announced that #KrackelisBack. Starting today, you could win a custom safe stocked with Krackel! Like this post for your chance to win, and we’ll select one random winner. You have until June 18 at 11:59:59 p.m. EDT to like this post to enter. No purchase necessary. Official rules can be found: http://hrshys.us/1kX6Anr

 
 
 
#7 HUGO BOSS - photo2014-06-14 07:40
Passing is like wearing a suit - accuracy is key.

 
 
 
#9 Gatorade - photo2014-06-13 20:00
The offseason is optional. #WinFromWithin

 
 
 
#10 Lamborghini ► Xbox - photo2014-06-09 15:40
This is a true hero car. See the #LamboHuracan at #E32014 for the Xbox #ForzaHorizon2. Stay tuned...

 
 
 
 
 

About

TopTen is weekly summarty of the previous week's ten most engaging posts from the largest 100 consumer brand pages on Facebook. All data is pulled using social media content strategy tool Zuum.

Top Ten: Popularity of ‘offer’ post suggests Facebook’s ecommerce potential

That a free Krispy Kreme doughnut would be a popular Facebook post isn’t exactly earth-shattering news. However, ecommerce on Facebook is a considerable behavioral change for most consumers. And a logical first step in that direction is getting people accustomed to doing product-related transactions of any sort. So perhaps it’s the first of a growing trend. Today, a free doughnut. Tomorrow, a new pair of shoes. 


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#1 Krispy Kreme Doughnuts - offer2014-06-02 02:12
Celebrate National Doughnut Day with any doughnut for free in the US/CAN on 6/6/14
 
#3 Porsche - photo2014-06-08 09:00
Born at a different time, but clearly sharing the same principles: #911turbo

 
 
 
#4 Dairy Queen - photo2014-06-02 00:00
What would your S'mores Song creation be? Give it a try at www.SmoreSong.com #LOVEmyDQ #SmoreSong

 
 
 
#5 Alvaro Morata ► Real Madrid C.F. - photo2014-06-03 18:14
La llevas o la temes, tú eliges. #wearitorfearit #allinrealmadrid Real Madrid C.F. adidas Football

 
 
#9 Starbucks ► Teavana - photo2014-06-05 15:14
Teavana Passion Tango Iced Tea = perfect accessory to an awesome day.

 
 
 
#10 Tiffany & Co. - photo2014-06-04 23:00
Celebrate your life. Shop Tiffany Celebration® rings: http://bit.ly/1h7bLyN

 
 
 
 
 

About

TopTen is weekly summarty of the previous week's ten most engaging posts from the largest 100 consumer brand pages on Facebook. All data is pulled using social media content strategy tool Zuum.

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