- The total number of YouTube subscribers for the entire category is 25% lower than MAC Cosmetics, 7x smaller than Jamie Oliver alone
- Total category Instagram engagement last month was 30% than Benefit Cosmetics alone
- Total category Twitter @mentions last month were 30% than Coca-Cola’s alone
- While category leaders from Red Bull to Heineken, Dior, Mercedes, or Coca-Cola are earning significantly more engagement from Instagram than from Facebook, Rolex is not yet active on Instagram
At eBench we regularly find that the digitally most advanced players owe much of their digital excellence to the threat of competition breathing down their necks: Mercedes-Benz became one of the all-time greats in 2014 after a tight neck and neck race against Audi and BMW in 2013; Red Bull’s dominance is helping Monster and Rockstar perform better everyday; while cosmetics, fashion and sports apparels brands are amongst the most competitive of all sectors thanks to digitally brilliant category leaders motivating ambitious competitors.
While one hopes that watch and jewelry brands will soon fulfill their social potential, it probably does not help that HQs for many of these brands are just miles apart in Switzerland. And it’s probably no coincidence that the HQs of both category leaders Cartier and Tiffany’s are not in Switzerland.
There are still plenty of great executions worth celebrating. We look forward to enjoying a much more consistent flow of impressive content and campaigns that do justice to the richness of the category and the rising levels of its consumers’ expectations.
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Most rated video last month
The most re-tweeted Tweet last month
Most re-tweeted Tweet tweeted by a third party
3rd party mentions – which are essential sources of engagement and growth on social media
Most engaging post on Facebook – much of its engagement is paid rather than organic
PS: notice that countless prestigious brands with high notoriety and strong brand power (Patek, Longines, Pomellato, Breitling, Boucheron, Breguet, De Beers, Mikimoto etc.) were not included for chart clarity. Their combined social footprint was minimal.