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Fashion Events & Social Media: 4 Campaigns Analyzed

How does a fashion brand leverage a major industry event? This report analyzes the content strategies and tactics of four major luxury fashion brands during Milan Fashion Week. The following slides will reveal details about each brand’s posting calendar, social networks employed, engagement levels generated and the posts that made the biggest impact.

  • Instagram is the dominant social network for live fashion events
  • Only 1 of the 4 campaigns included posting to Facebook
  • Posting for each brand is scheduled around their live fashion show

3 Soft Drink Social Media Campaigns Analyzed

A look at the campaigns major CPG soft drink companies are running on Facebook, Twitter and Instagram. Brands in report are Coca-cola, Pepsi, Mountain Dew, Sprite, Dr Pepper and Fanta.

Report Highlights

  • Each campaign had a different social network drive the bulk of the engagement.
  • Each campaign employed a tactic for generating audience participation.
  • Twitter is the network with the highest posting volume in each campaign.
  • Twitter, despite having lower fan counts than the corresponding Facebook pages, delivered more engagements on 2 of the 3 campaigns.
  • Facebook is the dominant network for reach, with over 92% of the average fan count.

Instagram vs Facebook vs Twitter

A 6-brand comparison of social media posting and content performance across the three networks. Brands analyzed are Burberry, Chevrolet, Coca-cola, Covergirl, Oreo and Red Bull. 


  • Red Bull posted over half the content, and generated more than 55% of the total engagements.
  • Red Bull posted 574 times during October
  • Coca-cola only posted 39 times
  • Coca-cola’s engagement rate is more than 3x the average among all brands
  • Oreo had the most equally-distributed posting volume across all 3 networks. And the 2nd highest engagement rate.

How Tourism DMOs Are Using Instagram

This report provides an insightful look into the posting calendars, engagement levels and campaign themes of the Instagram accounts of 9 state tourism DMOs.

Report Highlights

  • Brand post engagement rate averages on Instagram are 5.48% compared to .39% on Facebook, and .04% on Twitter
  • Instagram pages on average are growing followers at over 8% for the month of October, compared to .62% for Facebook pages.
  • Between Facebook, Twitter and Instagram, Twitter gets the most posting volume, but the least engagement.
  • Pure Michigan’s Instagram page generated more engagements than their Facebook page, despite having less than 20% as many followers.
  • Pure Michigan’s top campaign theme #upperpeninsula featured community-generated content.

State DMOs in the report: Alaska Travel News, Explore Georgia, Go Hawaii, I Love New York, Pure Michigan, Texas Tourism, Visit California, Visit Colorado and Visit Florida.

Social Media Benchmarks for 5 Industries

One of the more popular reports we publish are benchmarking reports. As every industry is different, it’s interesting to see how KPIs like fan counts and engagement rates track across different industries, as well as across brands within the same industry.

This report takes a look at 5 major industries: Snack Foods, Fashion Retail, Pet Food, Luxury Auto and QSR Restaurants, assessing each on two major social media KPIs. Fan count, and engagement rate. The networks they are analyzed on include Facebook, Twitter, YouTube, Instagram, Google Plus and Pinterest.

Key Takeaways
  • Facebook is still the dominant network in each industry. There’s only one industry, Luxury Autos, in which Facebook has less than 80% of the total average community size.
  • Instagram leads significantly in engagement rate in every industry profiled.
  • Google Plus is showing both strong community size, and even more surprisingly, high engagement rates, in several of the industries.

Luxury Fashion: 3 Social Media Campaigns from September

Luxury fashion brands play well with social media. With social media becoming more and more visually-driven, it’s put this category in an even better position to maximize impact with highly graphic content.

This report takes a look at 3 of the more prominent campaigns that ran during the month of September, 2014. The brands analyzed are Burberry, Louis Vuitton, Chanel, Dior, Versace, Gucci, Armani, Dolce & Gabbana and Calvin Klein.

Key Takeaways
  • Numerous campaign themes evident within a single month
  • Industry is trying a range of messaging tactics: branded content, product launches, event coverage, publicity
  • Network performance varies greatly, with Facebook offering reach, and Instagram high engagement levels

Social Media Campaign Analysis: Coca-cola's #shareacoke

Soft drinks are by nature a rather social product. Who doesn’t open a soda and offer to share it with a friend? That’s the central theme of one of the more prominent campaigns this year from Coca-cola: “#shareacoke”.

This report analyzes the complete posting activity and impact generated in the campaign. It looks at which networks are generating the best opportunity, how this campaign used each network to make an impact, and community participation in the campaign.

Data Highlights
  • Facebook is the leading network for fans: Has over 90% of total community in this industry.
  • Facebook still drives majority of total engagements, although Instagram has a high engagement rate across this industry.
  • #shareacoke theme was 50% of the brand’s posting effort through reporting period.
  • #shareacoke generated 75% of the brand’s engagement during the same period.
  • #shareacoke was one of the biggest social media campaigns from any soft drink brand this summer

Children’s Hospitals - A Week In Social Media

The Zuum report “Children’s Hospitals - A Week In Social Media” is an example of how to use Zuum to stay on top of the latest content trends in any given industry. See not only which networks have the most fans but also drive engagement. Review the top campaigns, comparing how they perform to other campaigns and popular topics. Assess a brand’s top influencers and how much influence they generated.

Brands analyzed include Children’s Hospital of Chicago, Boston Children’s Hospital, Children’s Hospital of Los Angeles, Children’s Hospital of Philadelphia, Children’s Hospital of Pittsburgh, Children’s Hospital Colorado, Cincinnati Children’s Hospital Medical Center, Johns Hopkins Children’s Center, Nationwide Children’s Hospital and Texas Children’s Hospital.

Data highlights and key takeaways:
  • 37% of all posts were made by the Children’s Hospital of Pittsburgh
  • 49 of the Children’s Hospital of Pittsburgh’s 176 posts were for their #dverockschildrens campaign
  • Posts requesting donations generated more than 3x the overall per post average engagement
  • Children’s Hospital of Pittsburgh used the #dverockschildrens campaign to support their fundraising drive
  • During the #dverockschildrens campaign, Children’s Hospital of Pittsburgh had a noticeable spike in new fans

Tourism DMOs - A Social Media Analysis

The travel and tourism industry may not have the enormous social media communities that large global brands pften attain, but with messages highlighting the beauty and excitement of the best each destination has to offer, they do a good job of driving engagement.

In this report, we take a look at 9 state tourism accounts, exploring their social media activities for the month of August.

A few highlights:

  • Facebook’s the dominant network -- 67% of total community size. Brands generate most engagement there, too.
  • Only one brand has a social network community larger than their Facebook page: Texas Tourism’s Pinterest.
  • Instagram shows signs of good opportunity. Several brands get high Instagram engagement totals, despite relatively small followers.
  • Instagram engagement rate is 15x higher than Facebook’s for this industry. Brands should work to build audiences on Instagram.
  • Top performing DMO is “Go Hawaii”, which is generating more than 3x the total engagements of the next most engaging DMO.
  • While most brands are active on Facebook, Twitter and Instagram, few campaigns extend across all three networks. It’s a missed opportunity for several brands not extending their campaigns to Instagram.

Data is for the month of August 2014, unless otherwise noted. All data is from social strategy tool Zuum.


Top Ten: Burger King's Facebook post leaves bad taste in fans' mouths

One of the reasons we break out the types of engagement a post gets is because doing so tells you a lot about how people react to a given piece of content.

Looking at this week’s Burger King post, you can see that it’s breakout of total posts skews much higher for comments than likes. That’s very rare, and when you click through to see what posters are saying, it’s not a pretty picture. Not surprisingly, when people don’t like something, they don’t ‘like’ it, either. But it doesn’t keep them from engaging.

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#1 Dior - photo2014-08-25 16:42
J'adore, September 3. Stay tuned. #diorjadore

Tot: 0.804% Engagement rate113.0K Engagements109.4K Likes1.0K Comments2.6K Shares2% Shares
24h: 0.545% Engagement rate76.5K Engagements
#2 CHANEL - photo2014-08-25 16:45
Through black… a woman’s light revealed. Discover COCO NOIR on

Tot: 0.31% Engagement rate40.2K Engagements37.8K Likes537 Comments1.9K Shares5% Shares
24h: 0.272% Engagement rate35.2K Engagements
#3 Aéropostale - photo2014-08-25 01:00
lost in ♡.

Tot: 0.249% Engagement rate26.4K Engagements26.1K Likes41 Comments200 Shares1% Shares
24h: 0.216% Engagement rate22.9K Engagements
#4 Louis Vuitton - photo2014-08-25 15:50
A peek at the savoir faire behind the Louis Vuitton Women’s Fall 2014 Collection by Nicolas Ghesquière, now available in stores. More on the collection on

Tot: 0.269% Engagement rate47.3K Engagements46.3K Likes239 Comments817 Shares2% Shares
24h: 0.118% Engagement rate20.7K Engagements
#5 Burger King - status2014-08-26 15:20
We hear you. We’re not moving, we’re just growing and finding ways to serve you better. As part of the announcement made today, both Burger King Corp. and Tim Hortons will continue to operate as independent brands. We’ll just be under common ownership. Our headquarters will remain in Miami where we were founded more than 60 years ago and business will continue as usual at our restaurants around the world. The decision to create a new global QSR leader with Tim Hortons is not tax-driven – it’s about global growth for both brands. BKC will continue to pay all of our federal, state and local U.S. taxes. We’re proud of the heritage of Burger King and will maintain our long-standing commitment to our employees, franchisees and the local communities we serve. The WHOPPER isn’t going anywhere.
Tot: 0.164% Engagement rate11.9K Engagements2.1K Likes8.8K Comments995 Shares8% Shares
24h: 0.113% Engagement rate8.3K Engagements
#6 Dolce & Gabbana - photo2014-08-25 17:00
Dreaming a never ending Summer? Light Blue limited edition fragrances - Discover Vulcano and Escape to Panarea, will let you live the dream.

Tot: 0.128% Engagement rate12.2K Engagements11.6K Likes148 Comments540 Shares4% Shares
24h: 0.108% Engagement rate10.3K Engagements
#7 Krispy Kreme Doughnuts - photo2014-08-25 00:00
Be the #OfficeHero tomorrow and make Monday morning a little sweeter for everyone.

Tot: 0.111% Engagement rate5.5K Engagements5.2K Likes69 Comments196 Shares4% Shares
24h: 0.098% Engagement rate4.8K Engagements
#8 HUGO BOSS - photo2014-08-27 06:15
Finishing touches #BerlinBag

Tot: 0.037% Engagement rate2.7K Engagements2.6K Likes13 Comments40 Shares1% Shares
24h: 0.033% Engagement rate2.4K Engagements
#9 Ferrero Rocher - photo2014-08-25 15:00
Here is a nice idea for your afternoon tea. How are you using the empty Ferrero Rocher boxes?

Tot: 0.027% Engagement rate5.1K Engagements4.9K Likes89 Comments102 Shares2% Shares
24h: 0.023% Engagement rate4.4K Engagements
#10 Gucci - video2014-08-26 10:50
London. New York. Tokyo. Discover the art of dressing well with Gucci Men's Tailoring.

Tot: 0.035% Engagement rate4.9K Engagements4.1K Likes109 Comments667 Shares14% Shares
24h: 0.022% Engagement rate3.1K Engagements


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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