CONSUMER PRODUCTS SOCIAL MEDIA LISTENING - JULY2018 - Bellomy Research
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JULY2018
CONSUMER PRODUCTS SOCIAL MEDIA LISTENING
© 2018 Bellomy Research, Inc. /// All rights reserved /// July2018
The Bellomy blenders are industry-specific social media reports designed to inform you about hot topics in your industry that are being discussed on social media. The blender is produced every three months for Retail, Healthcare, Energy, Consumer Products, and Financial Services. View or download them from our website every three months, or use the contact form to request automatic delivery. © 2018 Bellomy Research, Inc. /// All rights reserved /// July2018
product promotion events
BELLOMY’S LISTENING:
Company product promotion events game and around the E3 event itself. Not In other news with event product promo-
have proved to be an effective way only has this new edition of Super Smash tion, Apple announced a new OS called
recently of both spreading awareness of Brothers created positive attention for watchOS 5 for their Apple Watch at the
companies’ newest product releases, as Nintendo this year, but the release of the June WWDC 2018 developers conference.
well as bringing large groups of people Nintendo Switch itself earlier this year shat- While their newest Apple Watch 4 model
together to create excitement around a tered initial sales expectations. Nintendo has yet to be released (most speculate it
new release. initially set out to sell 10 million units of will be later in 2018), the new OS will offer a
Switch in the first three months of the host of new features, such as a walkie-talkie
At the June 2018 E3 event—an annual year through March, and instead sold 15 function and benefits for runners. One
conference centered around upcoming million—beating the goal by a whopping of the new features for runners allows for
news and product releases in the world of 50%. So far, the games that have been “activity competitions” to be created with
video games—Nintendo announced the the most successful with the console have friends by completing goals during a given
release of the next edition of Super Smash been Super Mario Odyssey and Mario Kart week. Several different colored rings, each
Brothers called Super Smash Brothers Ulti- 8 Deluxe. Super Mario Odyssey sold 10 associated with a different user, will show
mate. This announcement has Nintendo million copies by April 2018, while Mario which person is closest to completing the
fans buzzing on social media about the Kart sold 9 million copies. week long competition by how complete
their specific ring is. After the week is over,
the winner receives stickers for beating
their friends or family members.
© 2018 Bellomy Research, Inc. /// All rights reserved /// July2018
online calls to action
BELLOMY’S LISTENING:
online sweepstakes launch
new LG smartphones
Another new way in which companies One example has been the LG promo- In June, LG launched another campaign Through a different type of interaction, The smartphone industry isn’t the only
are reaching consumers with their tion of the release of their new smart- on social media using Twitter that took but with a similar product, Sony Mobile one getting a jump on interacting with
products are through calls to action phones. Back in February, LG launched advantage of the popularity of the South launched a poll on Facebook in June consumers on social media through
on social media. This has proved to be a #BeMineLGV30 Sweepstakes where Korean boy band, Bangtan Boys (BTS). asking users what their preferences were interactive posts. Avon also recently took
effective across different industries they announced they would be giving This was another sweepstakes similar to between two different designs of their to Facebook with a video post about their
and brands by creating awareness for away 30 of their new LG V30 smartphones the earlier one but this time promoting new Xperia XZ2 Premium Android smart- new Matte collection of lipsticks. The post
a product, creating conversation around it, over the course of five days. In order to the new LG G7 ThinQ smartphone. Twitter phone. The poll asked people to vote had a call to action, asking viewers to
and getting users to further promote the have a chance at winning, participants users needed to retweet the LG Mobile between the designs and then showed share the video and to also express which
product themselves. were required to respond to the sweep- sweepstakes post to be eligible to win a the total votes in percentages under the Avon True Perfectly Matte lipstick was their
stakes post in the comment section about prize package that included the LG G7 respective images of the phones. This was favorite. Since June 24th, the post has
something they loved about the LG V30 ThinQ. Five winners were eligible daily an effective interaction with social media grabbed over 215,000 views, 3,700 likes,
phone. Not only did this create conversa- through June 18th. By retweeting the post, consumers, garnering 6,300 votes, ~1,200 and almost 500 shares.
tion around the phone, but it also made users further promoted the sweepstakes likes, and spreading awareness of the new
consumers consider what they “loved” campaign and spread awareness of the phone. Sony Mobile also promoted the
about it in order to be eligible. new phone. People retweeting and react- new edition of the Xperia XZ2 through
ing to the post expressed gratitude for the Facebook video postings that also
chance to enter, positivity for the LG brand, successfully gathered thousands of
and hopefulness around winning the prize. views and likes.
© 2018 Bellomy Research, Inc. /// All rights reserved /// July2018
creating buzz
BELLOMY’S LISTENING:
novel product strategies
Louis Vuitton’s entry into the running IHOP surprised consumers in June by morning before 11am. Lunch represents
shoe market has been both surprising announcing a temporary name change 33% of total food service industry traffic,
and confusing to many. The French to IHOb. When the announcement to according to the NPD Group, but lunch
fashion house and luxury retail company change the “P” in the name to a “b” sales have been declining in recent years
recently launched a new line of running initially came out, there was a lot of spec- as more workers bring a lunch and stay at
shoes called the V.N.R (Vuitton New ulation on social media around what the work. This has left restaurants fighting to
Runner) collection with a price tag of “b”was representing. (International House find new and novel ways to appeal to lunch
$1,170, sparking a lot of conversation on of Breakfast, maybe?) crowd customers.
social media. The new shoes brought
mostly positive comments on the Louis A Twitter posting on June 11th later Recently, IHOP President Darren Rebelez
Vuitton Facebook post, but most were revealed that the “b” stood for burgers, claimed the restaurant chain sees the
skeptical about how expensive they are and that the name change isn’t permanent. controversial PR stunt as a success. “Liter-
for running shoes. It’s all part of a temporary promotion to ally everyone on the planet” knows it sells
draw more attention and interest in lunch burgers now.
and dinner options at the restaurant,
particularly the seven new burgers IHOP is
adding to its menu for this promotion. The
company has not been as popular with the
lunch and dinner crowds, even though it’s
open 24/7. The company wants customers
to come to their restaurants at times other
than their popular peak hours in the
© 2018 Bellomy Research, Inc. /// All rights reserved /// July2018
celebrity product promotion
BELLOMY’S LISTENING:
social media-savvy celebrities
cash in creating brand buzz
Using social media for celebrity product Real Madrid’s Gareth Bale is another
promotion isn’t new, but brands and star soccer player who’s promoting a
celebrities are developing more innovative sponsored brand through his social media
approaches in the use of social media to platform and his professional relationship
create buzz. What’s especially interesting with the Real Madrid soccer club. His Face-
is that celebrities are using their own social book post mentioning a new Adidas boot/
media vehicles and professional platforms shoe as part of the reason for his success
vs. just the brand’s promotional vehicles. in a recent match drew over 39,000 likes,
Every day, celebrities tweet or post about 1,000 shares, and 500 comments. The
new products that they’re promoting effectiveness of each campaign and celeb-
through endorsement deals. rity endorsement varies by the number
of followers the celebrity has and the
Recently, Christiano Ronaldo posted overall outreach of the celebrity in a given Harry Styles, a solo recording artist
about going to work and linked the industry. In Christiano Ronaldo’s case, it who rose to fame with the boy band
hashtag #HerbalifeNutrition to his post, was reported last year that he was making One Direction, is the star of Gucci’s new
drawing attention on Twitter that was around $400,000 per sponsored Insta- Tailoring Campaign. He’s brought atten-
retweeted over 8,000 times. Not only gram posting and was the highest paid tion to new styles of clothing by wearing
does Ronaldo promote Herbalife Nutrition athlete of 2017, with a $93 million salary them onstage and then posting mentions
products through his social media, but he combined with endorsement income. on social media. In June, Harry performed
also uses their products before, during, in Mexico City at Palacio de los Deportes
and after games. Herbalife Nutrition wearing a custom Gucci jacket that drew
recently renewed their business relation- a lot of attention on social media. He
ship with Ronaldo in an agreement that has since done the same in other perfor-
goes through 2021. The announcement of mances, with Instagram posts being used
this partnership on Facebook has received as teasers leading up to the campaign.
over 140,000 likes and 1.6 million views. Gucci has successfully used this social
media campaign to create conversation
for their brand and individual products.
© 2018 Bellomy Research, Inc. /// All rights reserved /// July2018
2018 FIFA World Cup
BELLOMY’S LISTENING:
world cup soccer draws
international brand attention
Millions of excited fans the world
over—and millions of eyeballs glued to
matches—brings brands running.
Coca-Cola took advantage of World In June, Louis Vuitton released the
Cup excitement with strategic social Louis Vuitton 2018 FIFA World Cup Russia
media campaigns. A Facebook post by collection online and in select locations.
the company promoted the story of seven The collection consisted of a travel bag
Nigerian teens given the chance to travel offered in three different colors, along with
to Russia and attend the event. A video of a backpack, name tag, wallet, and orga-
their trip, with the teens sporting Coca- nizer that are available now for purchase. Overall stats aren’t available yet on the
Cola-branded products during the journey, The Keepall Bandoulière 55 travel bags are volume of world cup-related social media
was viewed over 80,000 times and had exclusively priced at a whopping $4,300; chatter generated this year, but interna-
over 10,000 likes. The post was one of you can get the Apollo Backpack for tional events like the 2018 FIFA World
many using the campaign #ShareACoke- $3,750. A recent Instagram post showing Cup are amazing opportunities to create
WithOurSuperEagles in support of the the collection grabbed over 700,000 likes. worldwide buzz with campaigns cleverly
Nigerian soccer team. The company also The 2014 World Cup drew 35.6 million linked to the excitement.
released exclusive versions of Super Eagle tweets during the final match between
Coca-Cola bottles with images of the Germany and Brazil. The match was at the
players attached. The detachable photos time the most talked-about sporting event
could be kept by fans as souvenirs. in Facebook history, with 88 million people
sharing they’re point of view about the
play on the pitch.
© 2018 Bellomy Research, Inc. /// All rights reserved /// July2018
Contact Bellomy at info@bellomy.com /// 800.443.7344 © 2018 Bellomy Research, Inc. /// All rights reserved /// July2018
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