Engagement Levels Soar High on Fourth of July
by Emily Connor
Holidays tend to be a surefire way to increase engagement across the board on Media Logic’s Retail Social Juice Index (RSJI), and last week’s Fourth of July was no exception! While T-Mobile was the only brand to earn a spot in the Big Movers This Week with a Fourth of July Facebook post, it certainly wasn’t the only brand to connect with likers on America’s birthday. T-Mobile shared a shot of luminescent fireworks taken on a T-Mobile device to major fan response. Tacori just barely missed the Big Movers This Week but garnered significant engagement by highlighting a photo of “red, white and Tacori blue” and sharing the story of a U.S. soldier’s patriotic proposal to his fiancé. HSN similarly relied on the holiday with a simple birthday wish to the nation—which earned 13 times more engagement than the brand’s previous 10 Facebook updates… combined! Carter’s, American Greetings, and JanSport also significantly increased their engagement scores by capitalizing on Fourth of July buzz!
Switching up gears was Advance Auto Parts, which earned the top spot on the Index’s Big Movers This Week with an amusing picture of a car in a sticky situation—sinking in the sand. The retailer called upon its fans to write a caption for the beached vehicle. The call-to-action worked—over 9,000 fans liked the post and 11,000 replied with captions. Just recently, the brand was at it again, using the same approach to engage with likers—earning double the shares and 3,000 more likes than the original picture!
Fashion retailers Guess and Bulgari similarly relied on photos to amp up engagement levels on Facebook this week. After taking nearly a week off from its social networks (and as a result, its RSJI score falling down to 8), Bulgari relied on its trusty “New @ Bulgari” album to share photos of celebs rocking Bulgari pieces. As expected, the pictures garnered high engagement among brand fans, raising the brand’s Index score 182 points! Guess, a brand known to snag a few hundred to a few thousand likes per post, really turned up the heat and earned its first spot on the RSJI’s Big Movers This Week when it shared an Instagram shot of a handful of sparkly Guess shoes. It asked likers which pair they were dying to get their hands on, and the shot earned 38,000 likes – sign of a seriously successful engagement booster!
American Girl was the only brand in the Big Movers This Week to take a dip on this week’s Index … but it wasn’t for anything the brand did wrong. After announcing the much anticipated hair-optional AG doll last week, the brand was unable to follow up the announcement with an equally successful Facebook update. And, it’s no surprise why! The original photo of the new doll amassed over 36,000 likes and thousands more shares and comments.
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