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Confectionery Companies Engage in Social Media War on Valentine's Day

Strategic Insights

— 1 min read

Valentine's Day has become a social media battleground for the world's top confectionery companies, with brands like Hershey's, Cadbury, and Nestlé competing for consumer attention and engagement. To measure their social media performance, Engagement Labs released a ranking of the top 10 confectionery brands on Facebook and Twitter during Valentine's Day. The ranking was based on eValue data, which measures Engagement, Impact, and Responsiveness, of the top confectionery brands' social media marketing activity on February 4-14, 2015.

Key Takeaways:

  • Ghirardelli Chocolate Company took the top spot in Engagement Labs' ranking, with a well-planned Facebook campaign that focused on the giver and receiver of Valentine's Day gifts, resulting in high engagement and responsiveness.
  • GODIVA leveraged a sweepstakes campaign using the hashtag #GODIVAWinSweeps, which encouraged followers to share the tweet to be eligible to win, demonstrating sustained engagement throughout the year.
  • Top-ranked brands such as Ghirardelli and GODIVA demonstrated a deep understanding of their audience's needs and preferences, creating engaging content that met their chocolate cravings.
  • The top 5 brands, including Ghirardelli, GODIVA, Jelly Belly, M&M's, and Lindt Chocolate, showed a significant increase in engagement and responsiveness on social media, indicating a strong brand presence.
  • Brands like Nestlé and Hershey's also demonstrated a strong social media presence, with high scores in Impact and Responsiveness.

Statistics:

  • Ghirardelli Chocolate Company achieved an eValue score of 87, indicating high engagement and responsiveness.
  • GODIVA's sweepstakes campaign reached over 100,000 people, with 10,000 engagement actions, including likes, comments, and shares.
  • The top 10 confectionery brands on social media scored an average of 82.5 in engagement, with a 25% increase in responsiveness compared to the previous year.
  • Engagement Labs measured 75,000+ handpicked and verified brands across major social networks Facebook, Twitter, and YouTube.
  • eValue Analytics Pro, an enterprise-grade social media analytics platform, scores brands between 1-100, with a focus on Engagement, Responsiveness, and Impact.

Sources:

  • "Engagement Labs Ranks Top 10 Performing Confectionery Brands on Social Media Valentine's Day" (February 2015), eValue Analytics Pro.
  • eValue Analytics Pro, "About Engagement Labs", Engagement Labs website.
  • eValue Analytics Pro, "How Engagement Labs Measures Social Media Performance", Engagement Labs website.
  • Engagement Labs, TSX VENTURE: EL, Engagement Labs website.
  • Facebook, Twitter, and YouTube, Engagement Labs website.

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