How do the top Retail brands engage on Social Media? Evaluate these back to school campaigns using engagement metrics, top Posts, campaign intel and more.

1. Top Back to School Campaigns
on Social Media
July 1st – August 31st 2016

2. Back to SchoolCampaigns: Social Media Report
This Report looks at how
Back to School Campaigns
performed on Social Media between
July1st – August31st, 2016

3. Comparison of
“Back to School Campaigns”
Social Accounts
Jul 01, 2016 - Aug 31, 2016

4. Table of Contents
 Performance Snapshot
 Audience Size
 Audience Growth
 Engagement
 Customer Service
 Most Engaging Content
 Facebook
 Twitter
 Instagram
Brands Analyzed in this report include: Payless Shoes, Walmart, Target, Academy Sports, Kohl's, Staples, Xfinity, Sprint,
JCPenney, Old Navy, Frys Electronics, Lysol, J&J, Yoplait, H-E-B
Jul 01, 2016 - Aug 31, 2016

5. Jul 01, 2016 - Aug 31, 2016
Performance Snapshot
Network
Highest Audience
Size
Walmart Target Target
Highest
Growth
J&J H-E-B Xfinity
Highest
Engagement
Yoplait Staples Walmart

6. 0.00M 5.00M 10.00M 15.00M 20.00M 25.00M 30.00M 35.00M
Payless Shoes
Walmart
Target
Academy Sports
Kohl's
Staples
Xfinity
Sprint
JCPenney
Old Navy
Frys Electronics
Lysol
J&J
Yoplait
H-E-B Instagram
Twitter
Facebook
Audience Size
Jul 01, 2016 - Aug 31, 2016

7. Audience Growth
Jul 01, 2016 - Aug 31, 2016
-5.00% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%
Payless Shoes
Walmart
Target
Academy Sports
Kohl's
Staples
Xfinity
Sprint
JCPenney
Old Navy
Frys Electronics
Lysol
J&J
Yoplait
H-E-B
Instagram
Twitter
Facebook

8. Engagement
Jul 01, 2016 - Aug 31, 2016
0 100 200 300 400 500 600 700 800 900
Payless Shoes
Walmart
Target
Academy Sports
Kohl's
Staples
Xfinity
Sprint
JCPenney
Old Navy
Frys Electronics
Lysol
J&J
Yoplait
H-E-B
Instagram
Twitter
Facebook

9. Customer Service - Reply Time (inminutes)
Jul 01, 2016 - Aug 31, 2016
0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000
Payless Shoes
Walmart
Target
Academy Sports
Kohl's
Staples
Xfinity
Sprint
JCPenney
Old Navy
Frys Electronics
Lysol
J&J
Yoplait
H-E-B Twitter
Facebook

10. 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
Payless Shoes
Walmart
Target
Academy Sports
Kohl's
Staples
Xfinity
Sprint
JCPenney
Old Navy
Frys Electronics
Lysol
J&J
Yoplait
H-E-B Twitter
Facebook
Customer Service - Response Rate
Jul 01, 2016 - Aug 31, 2016

11. Most Engaging Facebook Posts
Yoplait
23-AUG-16, TUE 10:12PM
Back to school treat or a late night snack,
this? Vanilla Yogurt Mousse Dirt Cup with our
new? Greek ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 21,126 343 4,194 Uncategorize
d
Academy Sports
10-AUG-16, WED 2:00PM
Time to cheer our country on to victory.
Yoplait
07-JUL-16, THU 5:51PM
There are so many ways to Whip! up your
summer snack. Cool down with a chocolaty
Yoplait Greek 100 W ..
ENGMT
.
LIKES COMMENTS SHARES SENTIMENT
1,000 82,185 1,493 4,672 Positive
ENGMT.LIKES COMMENTS SHARES SENTIMENT
999 21,571 185 2,849 Positive

12. Most Engaging Tweets
.@adele pulled this lucky fan from the
crowd and she wowed the crowed
covering one of Adele'a hits!..
We are definitely not sick of the "Same Old
Love" @selenagomez
#RevivalTourLosAngeles
https://t.co/..
10-Aug-16, Wed 01:21AM
ENGMT. FAV. REPLIES RETWEETS
1,000 1,730 46 639
09-Jul-16, Sat 12:54AM
ENGMT. FAV. REPLIES RETWEETS
1,000 1,386 5 837
Staples Staples

13. An evening look from the new
#GiorgioArmaniPrivé #FW16
collection. #GiorgioArmani #pfw
06-Jul-16, Wed 05:49AM
ENGMT. LIKES COMMENTS FILTER
987 49,574 117 No filter
Most Engaging Instagram Posts
@GwenStefani rocks a #GiorgioArmani
cape on the @HarpersBazaarUS
August subscriber cover.
06-Jul-16, Wed 07:12AM
ENGMT. LIKES COMMENTS FILTER
952 34,470 138 No filter
07-Jul-16, Thu 06:30AM
ENGMT. LIKES COMMENTS FILTER
932 30,879 67 No filter
Walmart Walmart Walmart
An embroidered gown from the
#GiorgioArmaniPrivé #FW16
collection. #GiorgioArmani #pfw

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16. Engagement is the measure of audience responses to a brand's content and activity on
a social network. To calculate the engagement score, we weigh audience interactions on
brand content such as Likes, Comments, Shares, based on their importance. We then
divide their weighted sum by our estimate of the number of brand fans who actively
receive and view such content.
Appendix – Unmetric’s Engagement Score
(Likes × 1 + Comments × 5 + Shares × 10) × 10000
(Community size) 0.8
Twitter: (Favorite x 1, Reply x 5, Retweet x 10)
Instagram: (Likes x 1, Comments x 5)
Facebook: