Sponsoring a tent pole event such as the Grammy Awards does not insure you’ll pull big engagement numbers on social. In fact, none of the sponsors of the 2017 Grammys, held Feb. 12, made the Top 10 list of most-engaged brands on social that you see on this page, according to Shareablee data provided to PR News Pro.
Dominated by fashion-industry brands, the list of the top 10 brands was compiled analyzing social posts from brands and consumer posts that used the hashtag #Grammys on Facebook, Instagram and Twitter. Shareablee examined posts from midnight Feb. 12 through midnight February 13. Actions, or engagement, are the total of likes, dislikes comments, retweets and other reactions to posts. The column in the chart titled Total Reactions includes various Facebook comments, in addition to likes.
People: A Brand or Publisher?
A caveat here: the magazine People, America’s largest, indeed was a Grammys sponsor. It’s not included in this table since Shareablee classifies it as a publisher, as opposed to a brand.
Had People’s people.com site been included, though, it would have topped the list of engagement by a wide margin, Shareablee’s Nathalie Nuta says. It tallied 660,673 consumer actions on the most pieces of content posted: 332, an average of 1,990 actions per post.
Again, had it been considered a brand for the purposes of this list, consumer actions with people.com’s posts would have represented about 90% of total consumer actions with posts of Grammys sponsors.
Looking at the social prowess of other brands that were sponsors, insurer Aflac followed people.com, with 27,000 consumer actions on its 33 posts.
With just four posts, JBL was next and had the most actions per post with an average 5,257. JBL’s top post was of its celebrity endorser Demi Lovato. The same image was posted to Facebook and Instagram and garnered better than 4,000 actions across both channels.
The other sponsors, in order of consumer engagement with Grammys’ social posts were Target, Bulova, Gibson, MasterCard (N America), Delta, Akami Technologies and Westwood One, with just 29 actions on three posts.
Of the most-engaged brands (excluding People) that posted to social during the Grammys, luxury design houses like Balmain, Givenchy, Marc Jacobs and Gucci dominated, as you see on this chart.
All of the top-ranked brands’ most-engaged posts were images they placed on Instagram.
Balmain: Tops Engagement and Posts
Number 1 on this list, Balmain, posted more than any other top 10 brand. Its most-popular post was an image of Paris Jackson’s dress. The post captured more than 50,000 actions.
Other posts that did well for Balmain included photos of celebrities who wore items from the luxury retailer.
Both Givenchy and Marc Jacobs tapped into the singer Adele’s social phenomenon. Givenchy shared an image of Adele holding her nine Grammy awards in a custom Givenchy gown. The post captured more than 46,000 actions.
Fortunately for Marc Jacobs, Adele also is a Marc Jacobs Beauty Ambassador. A Jacobs’ post congratulated Adele for her win and garnered more than 96,000 actions.
People.com’s top post was a picture on Instagram of Beyonce and Jay-Z. The post drove more than 87,000 consumer actions.