Nintendo stands out among 600+ brands as the only one to place in the top 10 both offline and online. Nintendo moved from third to second place for the most talk worthy marketing campaigns online, while Nintendo Switch ranked number 9 for offline brand sharing. Driving the brand’s charge to the top of 2019 was its kickoff marketing of Animal Crossing, successful sales of video games like Super Smash Bros. Ultimate and Pokémon Sword, to eSports tournaments and events.
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PlayStation, the video game console, and AARP, the advocacy organization for the 50+ population, grabbed the top spots of the brands most successful in driving consumer conversations with advertising and marketing. PlayStation bested in social sway for online (via social media) and AARP for the role of paid and owned media in driving offline buzz (primarily via face-to-face conversations). The brands surpassed more than 600 brands to take the first positions of Engagement Labs’ TotalSocial® system in this year’s TotalSocial Brand Awards series in the Most Talkworthy Marketing category.
Advertising and marketing is a great conversation starter. It reminds people why they like the brand, or what is new and worth checking, thus providing a trigger for conversations and recommendations. Media/marketing plays a significant role in driving conversation, which in turn plays a crucial role in the decision-making process, driving an estimated 19 percent of purchases, according to Engagement Labs’ analytics published in the MIT Sloan Management Review. About half that impact comes from offline conversation and the other half from social media, making it important for brands to master both.
PlayStation launched ‘It’s Time to Play’ campaign in 2019 which led it to the top spot in the online ranking for two years in a row and coincides as the most popular video game console. On its heels are its competitors, Nintendo and Xbox in third place.
“PlayStation and the video game industry understand how passionate their fans and gamers can be. They incorporate incredible stories through their games and translates well into their advertising and marketing. Our ‘Online Brand Sharing’ metric is a test of the shareability of content online,” said Ed Keller, CEO of Engagement Labs. “Compelling and buzzworthy ads and marketing make a big difference and a much-needed competitive edge for brands in an increasingly tight market,” added Keller.
AARP jumped to the number one spot of the offline brand sharing this year with the “Saving for Retirement” campaign with Ad Council, and various ad campaigns including the organization’s prescription drug-related advocacy. Runner up for a second-place for offline brand sharing is AVON, the beauty brand and one of the world’s largest funders of causes that are critical to women’s rights. AVON with an army of more than 200,000 sales representatives in the US is also its brand ambassadors and marketers.
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“Given the close relationship between consumer conversations and sales, brands that have a strong incentive to create “talkable” and “shareable” campaigns is important to make sure your passionate advocates are armed with the latest content to share with others,” notes Steven Brown, President of Engagement Labs. “AARP, AVON, and GEICO are examples of brands that are extremely effective at generating conversations with their advertising, and this is a key factor in their success in the marketplace.”