Brands Leverage Social Media for Back to School Campaigns

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We monitor and analyze the daily activity on the social media outposts of over 11,000 brands in 33 sectors across

Facebook, Twitter, YouTube and Pinterest.

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FOR BRANDS

THE

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ANALYSIS OF

BRANDS ON FACEBOOK

Time Period: July 15- August 15, 2013

Facebook – An Overview

UNMETRIC SCORE FOR FACEBOOK

Brand Name Unmetric Score

Walmart 76

Target 62

Macy's 55

Kohl's 54

Best Buy 41

JCPenney 37

Office Depot 34

Kmart 23

Staples 18

OfficeMax 14

The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score.

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Brand Name

Audience Engagement Community

Total Fans Fan Growth Admin Posts Engagement Fan Posts % of Fan Posts

Admin Responded

Walmart 32,180,032 3.41% 158 90 2,367 21.07%

Target 22,022,292 0.39% 39 40 2,769 20.2%

Macy's 11,945,393 1.97% 59 62 1,054 35.95%

Kohl's 10,560,461 0.76% 89 38 562 35.58%

Best Buy 6,759,376 0.29% 73 5 1,021 67.74%

JCPenney 4,275,101 3.51% 35 64 787 50.27%

Office Depot 445,635 11.16% 45 166 135 37.27%

Kmart 1,250,182 0.76% 88 8 625 0%

Staples 735,408 1.01% 45 6 272 0%

OfficeMax 344,048 2.21% 32 3 63 43.2%

Notable Brands & Metrics on Facebook

The Engagement Score is calculated based on the number of Likes, Comments, Shares and Estimated Impressions each post gets. It enables easy comparison regardless of fan numbers.


Facebook – An Overview

BEST CAMPAIGNS OF THE MONTH (Amongst these brands)

1. Target- School Takes a Lot, Target has it all

2. JCPenney- First Day Look

3. Macy’s- Macy’s Back To School

4. Kohl’s- Kohl’s First Day


Target Target has a 360° social media campaign for Back to School promotions.

“School Takes a Lot. Target has it All.” is the campaign tagline.

Target had 3 engagement alerts and one fan growth alert in the

time period analyzed.


JCPenney

JCPenney had the most engaging post among all brands. The post shown below received an Engagement Score of 798. Other posts by JCPenney scored an average of 64.

Like many retail brands, JCPenney had a Back to School themed cover

photo


Macy’s Macy’s used #MACYSBTS for promotions of their back to school supplies and trends lineups .

Facebook is their primary medium for the BTS campaign .

Macy’s was one of the only brands to create a Facebook album for their

BTS photos


Kohl’s

Kohl’s worked their campaign around the hashtag #KohlsFirstDayLook on all their social media platforms. They also held a Pinterest sweepstakes contest.

These posts from Kohl’s were the highest engaging posts from their BTS campaign, however, Khol’s saw

better engagement on their non-BTS posts


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ANALYSIS OF

BRANDS ON TWITTER


Twitter – An Overview

UNMETRIC SCORE FOR TWITTER



Target 63

Walmart 63

Macy's 57

Best Buy 51

Staples 48

JCPenney 43

Office Depot 38

Kmart 33

Kohl’s and OfficeMax were recently added to the Unmetric database and hence certain metrics are unavailable.


Notable Brands & Metrics on Twitter

Brand Name Total Followers Followers Growth

Number of Tweets

Reply % Number of

Replies Average

Response Time

Target 743,298 3.30% 523 65% 342 1:33:01

Walmart 357,153 2.86% 7,989 96% 7,662 0:37:45

Macy's 222,036 6.61% 1,725 93% 1,602 11:57:31

Best Buy 383,947 2.72% 162 26% 42 1:54:48

Staples 258,922 0.82% 1,408 93% 1,310 3:14:43

JCPenney 166,181 4.48% 2,119 90% 1,908 7:01:47

Office Depot 58,752 46.18% 383 73% 279 4:26:26

Kmart 23,211 18.39% 2,688 89% 2,403 3:14:43

Average Response Time is the amount of time it takes for the brand to reply to a tweet and is formatted to HH:MM:SS


Twitter – An Overview

BEST CAMPAIGNS OF THE MONTH (Amongst these brands)

1. Best Buy- #CollegeTech

2. JCPenney- #FirstDayLook

3. Kmart- #KmartBackToSchool

4. Staples- #StaplesHasIt


Best Buy BestBuy regularly used the hashtag #CollegeTech and most of their proactive tweets contained

links. Their videos, of the same theme, stood out on YouTube.

Links to products and video ads made up the bulk of Best Buy’s tweets


JCPenney The brand extended its First Day Look campaign to Twitter. Although most of their tweets are replies, the personalized style suggestions by experts took their campaign to the next level.

JCPenney usually takes the weekends off, but on the weekend of 10th and 11th

the company really ramped up its efforts


Kmart #KmartBackToSchool is the brand’s key message for their Back To School campaign. A good number of their tweets are questions. They also promoted their YouTube videos on Twitter.


Staples

The brand shared tips, engaged in conversation with followers and announced giveaways.

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ANALYSIS OF

BRANDS ON YOUTUBE


YouTube – An Overview

UNMETRIC SCORE FOR YOUTUBE


Kmart 79

Target 50

Macy's 40

Office Depot 39

Walmart 32

JCPenney 30

Best Buy 23

Staples 18

OfficeMax 14


Kohl’s was very recently added to the Unmetric database and hence certain metrics are not available.


Notable Brands & Metrics on YouTube

Brand Name Total Views Views Growth Number of Subscribers

Subscribers Growth

New Uploads Average Video

Length

Kmart 30,396,666 16.07% 19,401 12.10% 5 1:11

Target 7,435,592 9.03% 15,534 7.80% 25 1:11

Macy's 4,300,779 -6.78% 8,631 1.40% 11 1:28

Office Depot 2,290,537 118.80% 5,144 23.80% 10 1:04

Walmart 5,892,540 3.14% 7,124 3.50% 41 0:32

JCPenney 102,822 4.09% 3,932 0.95% 8 1:03

Best Buy 8,463,326 62.07% 6,601 5.80% 23 0:56

Staples 413,455 3.28% 1,856 3.30% 12 0:33

OfficeMax 331,749 1.08% 248 2.50% 0 0


YouTube – An Overview

TOP VIDEOS OF THE MONTH (Amongst these brands)

1. Kmart- New School Year Starts Here

2. Office Depot- Save on Back To School supplies 3. Walmart- More School for Your Money


Video Views Growth

Kmart

Kmart Back To School Layaway -- Yo Mama

Kmart Presents “My Limo” by Da Rich Kidzz

Two of Kmart’s videos performed well above the rest. These two videos (doubled as TVCs) have garnered over 2 million views each.


Video Views Growth

Office Depot The brand experienced the highest views growth and subscriber growth rate in the time period analyzed. This was primarily from their tie up with boy band, One Direction, not the BTS videos.

This video was Office Depot’s most popular BTS video and it saw higher growth than most of its

other videos


Walmart

Video Views Growth

Walmart showcases a playlist called ‘More School for your Money’ that contained six videos on how to shop better for college and school. They also had ‘BTS Low Price Guarantee’ videos.


ANALYSIS OF

BRANDS ON PINTEREST


Pinterest – An Overview

UNMETRIC SCORE FOR YOUTUBE


Target 46

Macy's 32

Walmart 27

Kohl's 22

Best Buy 20

JCPenney 17

Staples 14

Office Depot 12

OfficeMax 11

Kmart 7



Pinterest– An Overview

Top Pins of the month (Amongst these brands)

1. Target- Followers Gala

2. OfficeMax- Supplies and Decor

3. Kohl’s- Re-pin to Win

4.Walmart- Multiple Boards


Target


OfficeMax


Kohl’s


Walmart

Walmart is one of the very few brands to have multiple boards for their BTS campaign.


Unmetric is a social media benchmarking company headquartered in New York with clients and operations across the globe. We work with Fortune 500 companies to help them establish benchmarks for their social media teams and social media campaigns. The data provided by the Unmetric platform can be instrumental in facilitating understanding and driving down costs by creating more efficient social media teams.

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Brands Leverage Social Media for Back to School Campaigns