February’s UK Social Brand Report tells a story of fashion weeks, fast cars and one of Hollywood’s tiniest heroes. We looked at a record 39M tweets by our UK community over the month of February. So who were they talking about?
- Fashion Week resonated strongly on Twitter. H&M led the pack, ahead of Burberry, Topshop and M&S.
- The Lego Movie marketing team have made a huge social media splash.
- Men talk tech while women share their Amazon and eBay bargains.
- Football is a top topic for both sexes.
PI Buzz Score
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Facebook and the BBC once again topped the list of brands being mentioned by the 100k most influential tweeters in the UK. They were followed by Google, Amazon and Sky.
H&M Top of the Catwalk Conversations
The first surprise on the list was clothing retailer H&M’s leap past Apple and Manchester Utd to take 6th place. It was a strong month all round for fashion brands with New York, London, Milan and Paris Fashion Weeks all taking place in February.
Twitter is still competing with traditionally more visual social media such as Instagram when it comes to big fashion events. The micro-blogging site has updated its look in the last few months to display media more prominently. And it seems to be paying off.
Celebrity is the (not so) secret ingredient when it comes to getting people talking about a brand’s latest styles. H&M had a hit when Miranda Kerr wore their Audrey Hepburn-inspired dress in Paris. It certainly got people tweeting.
M&S re-entered the table at 23rd. Their best-of-British range was extremely positively received in London.
Burberry made the list for the first time at 29th. Having Harry Styles and Tiny Tempah in the front row of their London show shot them up more than 70 places from last month. The One Direction effect remains a strong one.
Topshop did not make the overall list but was a more popular topic of conversation among female tweeters.
Lego Building a Presence
The Lego movie came out in the UK on Valentine’s day. We saw Lego storm onto the list over Christmas and the social-savvy Danish toy maker has continued to drive conversations on Twitter.
A marketing masterstroke during Dancing on Ice helped push Lego into the top ten for February. ITN and Bricksports reconstructed classic adverts with Lego characters for a one off special, a rare moment of advertising genius which it was almost impossible to not to smile when watching.
Nokia’s Mind Games
Other notable entrants included Nokia and ASDA. The Finnish mobile phone manufacturer was playing all sorts of minds games on Twitter last month which stirred up plenty of gossip. They changed all their social media profiles to green, prompting speculation of an Android phone release. They also took a more blunt approach when engaging with the buzz around the new Samsung with the tagline: “Not just the Samesung”.
How did ASDA perform so well? Well it might have had something to do with one of their latest advertising partners…
Which Brands do Men and Women Tweet About?
This month we took a deeper look at our data, splitting our UK Twitter audience into male and female groups. Most of the top brands featured highly in both demographics but there were some revealing differences between the two lists.
The female group is slightly smaller (28% of the 100K) than the male (32%) so exact numbers are hard to compare. But there were a few brands that clearly appealed to each of the sexes in particular.
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Nutella’s Spreading Stories
Chocolate spread Nutella, which is celebrating its 50th birthday with a “Tell your stories” campaign seems to have excited the female palate more than the male. It placed about 50 places higher in the female tweeters’ list.
Topshop Popular Among Women
Topshop was talked about by women but didn’t failed to register with men. Women talked about it more than they did about Burberry, in fact: Harry Styes overshadowed by Kate Moss?
Big Boys’ Toys
And Lego was not the only toy that the men were talking about. Ferrari, the ultimate boy’s toy, roared into the male list but was nowhere to be seen in the women’s conversations.
Football was popular across the sexes. Men talked a little more about Manchester Utd and the Premier League (and Barclays) in general but the smaller female group tweeted about Chelsea FC more than the men.
Tech companies such as Samsung and Microsoft tended to turn up in male conversations while women were more likely to discuss purchases and deals on retail sites like Amazon and eBay.
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UNDERSTANDING THE TABLES
We created a community of 100,000 of the most influential people in the UK and analysed their tweets. This group tweeted an average of 1.4M times a day in February – around 39M tweets in total. Each brand is awarded a PeerIndex Social Buzz score for the month, based on the number of influential people talking about them and how often they are being talked about on Twitter.
We also looked at users who could be identified as male or female separately. Men make up around 32% of this community and women 28%. The remaining 40% are brands or organisations or their gender could not be determined.