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Published March 1, 2021
Published March 1, 2021

Before consumers make buying decisions, they talk. But what do they talk about and how has that changed? Online and offline—through social media, product reviews, face-to-face or via Zoom, by text or IM, or via whatever channel—Americans seek recommendations, feedback, and validation in our choices of entertainment and products. According to Engagement Labs data and analytics, 19 percent of all consumer purchases are driven by these kinds of consumer conversations. Dove excels as the only brand among the top 10 in both online and offline sentiment.

“COVID-19 changed our lives during 2020. The brands on our ‘most loved’ brands list reflect the change in brand landscape as exhibited in those that earned the most positive recommendations from consumers during the pandemic,” said Engagement Labs CEO Ed Keller. “We see dramatic change for Nivea, Minecraft, Oreo and Lipton offline, and Dove and Fabuloso online, as well as home appliance brands KitchenAid and Frigidaire. And congratulations to Dove for once again leading the way in both offline and online conversation with relevant, talkworthy content as they have consistently done for many years now.”

“Even with the pandemic and everything it brought with it, along with the polarized political climate, consumers continued to talk about brands. To be successful in this new era, marketers must be part of the consumer conversation, which is predictive of long-term brand value, in addition to sales,” Keller noted. “Marketers need to have unique strategies for positive engagement and consumer conversation online vs. offline to drive better brand and business outcomes.”

Most Loved Brands Offline Changes vs 2019

  1. Trader Joe’s +11
  2. Carter’s +13
  3. Nintendo Switch -2
  4. Oreo +21
  5. Dove +6
  6. Minecraft +59
  7. LEGO +15
  8. Lipton +15
  9. Dove Men+Care +1
  10. Nivea +113

Most Loved Brands Online Changes vs 2019

  1. Great Value +1
  2. American Family Insurance -1
  3. Kirkland’s +6
  4. Dove +17
  5. Garnier Fructis +1
  6. KitchenAid +10
  7. Clean & Clear n/c
  8. Frigidaire +10
  9. Clinique +6
  10. Fabuloso +12

These awards are based on the TotalSocial proprietary data and analytics platform, which continuously measures the online and offline social metrics that are proven drivers of business performance. These metrics include both online and offline conversations against major conversation dimensions. The Most Loved Award is given to brands with the highest net sentiment scores online and offline in 2020.


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