Brides vs. Bikers: Valentine’s Day Social Media Battle of the Sexes
There are two new contenders for the title of most social brand this Valentine’s Day, and the battle couldn’t be more Venus and Mars.
In this corner, donning white satin and lace trunks, we have David’s Bridal, whose “Share the Love” contest has propelled the brand into the top ranks of Media Logic’s Retail Social Juice Index (RSJI). David’s is inviting fans (let’s admit it, mostly women) to share a “special moment” in their relationship. Select story-tellers gather votes, and the winner gets $2,500 to recreate their romantic memory.
David’s has always been a pretty good looker, reliably scoring above the RSJI average (which is running right around 50 these days). But the brides have been on a steady march since February 6, and this retailer has scored above the hard-to-get 200 mark the last four days running.
In the opposing corner, sporting zippers, buckles and black leather, we have J&P Cycles, a biker brand that runs a little rougher. Here’s its Valentine’s Day greeting:
Right now, J&P’s social throttle is open wide. It has shaken off those mid-winter icy road blues, moving its score decisively from the unmanly middle to the front of the RSJI pack. Coasting easily into the 200s, J&P has joined Cheaper Than Dirt on our list of top RSJI scorers challenging those “girly brands” that tend to dominate social space.
