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THE

SOCIAL MEDIA

BENCHMARKING

COMPANY
SO
FOR BRANDS

We monitor and analyze the daily activity on the social
media outposts of over 11,000 brands in 33 sectors across
Facebook, Twitter, YouTube and Pinterest.
Our clients use Unmetric to analyze competitors,
benchmark their performance, and compete intelligently.
ANALYSIS OF

BRANDS ON
FACEBOOK
SO

Time Period: November 2- December 2, 2013
Facebook – An Overview
UNMETRIC SCORE FOR FACEBOOK

Brand Name

Unmetric Score

Karmaloop

42

PetFlow

50

Express

48

Old Navy

49

Amazon

65

Kohl’s

52

Toys R Us

34

Lowe’s

33

Sephora

38

No More Rack

48

The Unmetric Score is a unique sector based social media score that takes in to account
various metrics, weighted and balanced to produce a single benchmarkable score.
Facebook – An Overview
BEST CAMPAIGNS OF THE MONTH

1. Karmaloop- High Engagement
2. PetFlow- Images strategy
3. Express- Beat the crowd
4. Old Navy- 360°Campaign

The Engagement Score is calculated based on the number of Likes, Comments, Shares and
Estimated Impressions each post gets. It enables easy comparison regardless of fan numbers.
Karmaloop
Karmaloop’s Black Friday campaign was heavily promoted on Facebook and Twitter. Of the 246
Facebook posts in the month, 8 of them were based on Black Friday offers.

These two Black Friday posts
from Karmaloop received
engagement that is much higher
than usual
PetFlow
PetFlow’s Black Friday and Cyber Monday sales campaign was exclusive to Facebook. The
brand centered 60 updates on offers and deals. All posts were combined with images.

Photos of animals are what PetFlow
leveraged the most and they also
engaged the best for the brand.
These are the most
engaging Black
Friday posts, both
with an Engagement
Score of over 1,400.
Express
In November, 6 of 148 posts from the brand revolved around Black Friday. Promos and teaser
posts started on the 26th of November.

The brand witnessed a spike in fan
growth rate following the campaign.

Fan queries related to sales were
addressed as quickly as possible.
Old Navy
Old Navy is one of the few brands whose campaigns extended to 3 social networks. The brand
gave customers an opportunity to win a million dollars while shopping. The announcement of
the winner on the Wednesday after Black Friday rounded out the campaign.

The brand’s ad made
exclusively for the
event is the top post
of the campaign.

Contest Rules were revealed late
Wednesday evening.
ANALYSIS OF

BRANDS ON

TWITTER

SO

Time Period: November 2- December 2, 2013
Twitter – An Overview
UNMETRIC SCORE FOR TWITTER

Brand Name

Unmetric Score

Karmaloop

74

PetFlow

15

Express

45

Old Navy

43

Amazon

60

Kohl’s

50

Toys R Us

54

Lowe’s

48

Sephora

69

No More Rack

48

The Unmetric Score is a unique sector based social media score that takes in to account
various metrics, weighted and balanced to produce a single benchmarkable score.
Twitter – An Overview
BEST CAMPAIGNS OF THE MONTH

1. Express- Spiked Mentions
2. Amazon- Prime Air steals focus
3. Old Navy- #onemillthrill
4. Karmaloop- Fastest Fingers

The Engagement Score is calculated based on the number of Favorites, Replies, Retweets and
Estimated Impressions each tweet gets. It enables easy comparison regardless of follower numbers.
Express
Express’ Twitter campaign was an extension of its campaign on Facebook.

There was a spike in mentions following the
campaign. The brand also focused on replying
to as many fan mentions as possible.
Amazon
Though Amazon’s Black Friday campaign was almost invisible after the unveiling of Prime Air,
the e-Commerce giant used #blackfriday the most. Offers and deals also were available to
customers days in advance.

Though the brand used #blackfriday
the most, followers were more excited
by #primeair.
Old Navy
The brand’s #onemillthrills contest fared well on Twitter. Black Friday and Cyber Monday deals
were offered by the brand.

#onemillthrill was the most used and
most engaging hashtag. Though the
brand used #blackfriday and
#cybermonday sparsely, their followers
used it extensively.
Karmaloop
Though the brand didn’t use hashtags to define the campaign, Black Friday and Cyber Monday
deals were highlighted through caps.

Deals and offers were the most engaging
tweets from the brand. The top tweet
earned an Engagement Score of 822.

The brand’s efficient customer
service stands out with it’s Average
Reply Time (ART) of 3 minutes and
51 seconds taken to reply to 511
follower interactions.
ANALYSIS OF

BRANDS ON

YOUTUBE

SO

Time Period: November 2- December 2, 2013
YouTube – An Overview
UNMETRIC SCORE FOR YOUTUBE

Brand Name

Unmetric Score

Karmaloop

20

PetFlow

12

Express

22

Old Navy

30

Amazon

43

Kohl’s

26

Toys R Us

37

Lowe’s

66

Sephora

69

No More Rack was very recently added to the Unmetric database and hence certain metrics
are not available.

The Unmetric Score is a unique sector based social media score that takes in to account
various metrics, weighted and balanced to produce a single benchmarkable score.
YouTube – An Overview
TOP VIDEOS OF THE MONTH

1. Kohl’s- 30 second spots

2. Toys R Us- Cyber Week
3. Old Navy- Humor
Kohl’s
Out of 30 videos uploaded in the month, three were exclusive to Black Friday. Though other
holiday videos performed better, the short length of the videos made them to-the-point adverts.

Wrapped - Black Friday 2013 - Kohl's

Missing Work & Play - Black Friday 2013 - Kohl's

Kohl’s offered $15 Kohl’s cash for every
$50 spent. The adverts were themed on
buying things that are missing from your
life. The brand used the tagline “Kohl’s
Black Friday- there is only one choice”.

Missing Morning - Black Friday 2013 - Kohl's
Toys “R” Us
The brand offered discounts all week and termed it “Cyber Week”. Many videos were created
exclusively for the campaign and they gained major viewership.

Video Views Growth

Cyber Week videos from the brand explained each
toy and the discount in detail.
Old Navy
The brand roped in Melissa McCarthy for the hilarious advert introducing the One million
giveaway contest.
Video Views Growth

The 70 second video was promoted on both
Facebook and Twitter. A 30 second version, which
gained an equal number of views, was also
available.
ANALYSIS OF

BRANDS ON
PINTEREST

Time Period: November 2- December 2, 2013
Pinterest – An Overview
UNMETRIC SCORE FOR PINTEREST

Brand Name

Unmetric Score

Karmaloop

74

PetFlow

12

Old Navy

30

Amazon

17

Kohl’s

31

Toys R Us

6

Lowe’s

64

Sephora

64

No More Rack and Express were very recently added to the Unmetric database and hence
certain metrics are not available.

The Unmetric Score is a unique sector based social media score that takes in to account
various metrics, weighted and balanced to produce a single benchmarkable score.
Pinterest– An Overview
Top Pins of the month

1. Lowe’s- Deal Tease
2. Sephora- Dealtopia
3. No More Rack- Pre Sales
Lowe’s
Sephora
No More Rack
THANK YOU
Please contact us at

info@unmetric.com
for more information

About Unmetric :
U
‪ nmetric is a social media benchmarking company headquartered in New York with clients and operations across the
globe. We work with Fortune 500 companies to help them establish benchmarks for their social media teams and social
media campaigns. The data provided by the Unmetric platform can be instrumental in facilitating understanding and
driving down costs by creating more efficient social media teams.‪

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How Social Media Helped Brands Reach a Wider Audience this Black Friday & Cyber Monday

  • 1.
  • 2. THE SOCIAL MEDIA BENCHMARKING COMPANY SO FOR BRANDS We monitor and analyze the daily activity on the social media outposts of over 11,000 brands in 33 sectors across Facebook, Twitter, YouTube and Pinterest. Our clients use Unmetric to analyze competitors, benchmark their performance, and compete intelligently.
  • 3. ANALYSIS OF BRANDS ON FACEBOOK SO Time Period: November 2- December 2, 2013
  • 4. Facebook – An Overview UNMETRIC SCORE FOR FACEBOOK Brand Name Unmetric Score Karmaloop 42 PetFlow 50 Express 48 Old Navy 49 Amazon 65 Kohl’s 52 Toys R Us 34 Lowe’s 33 Sephora 38 No More Rack 48 The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score.
  • 5. Facebook – An Overview BEST CAMPAIGNS OF THE MONTH 1. Karmaloop- High Engagement 2. PetFlow- Images strategy 3. Express- Beat the crowd 4. Old Navy- 360°Campaign The Engagement Score is calculated based on the number of Likes, Comments, Shares and Estimated Impressions each post gets. It enables easy comparison regardless of fan numbers.
  • 6. Karmaloop Karmaloop’s Black Friday campaign was heavily promoted on Facebook and Twitter. Of the 246 Facebook posts in the month, 8 of them were based on Black Friday offers. These two Black Friday posts from Karmaloop received engagement that is much higher than usual
  • 7. PetFlow PetFlow’s Black Friday and Cyber Monday sales campaign was exclusive to Facebook. The brand centered 60 updates on offers and deals. All posts were combined with images. Photos of animals are what PetFlow leveraged the most and they also engaged the best for the brand. These are the most engaging Black Friday posts, both with an Engagement Score of over 1,400.
  • 8. Express In November, 6 of 148 posts from the brand revolved around Black Friday. Promos and teaser posts started on the 26th of November. The brand witnessed a spike in fan growth rate following the campaign. Fan queries related to sales were addressed as quickly as possible.
  • 9. Old Navy Old Navy is one of the few brands whose campaigns extended to 3 social networks. The brand gave customers an opportunity to win a million dollars while shopping. The announcement of the winner on the Wednesday after Black Friday rounded out the campaign. The brand’s ad made exclusively for the event is the top post of the campaign. Contest Rules were revealed late Wednesday evening.
  • 10. ANALYSIS OF BRANDS ON TWITTER SO Time Period: November 2- December 2, 2013
  • 11. Twitter – An Overview UNMETRIC SCORE FOR TWITTER Brand Name Unmetric Score Karmaloop 74 PetFlow 15 Express 45 Old Navy 43 Amazon 60 Kohl’s 50 Toys R Us 54 Lowe’s 48 Sephora 69 No More Rack 48 The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score.
  • 12. Twitter – An Overview BEST CAMPAIGNS OF THE MONTH 1. Express- Spiked Mentions 2. Amazon- Prime Air steals focus 3. Old Navy- #onemillthrill 4. Karmaloop- Fastest Fingers The Engagement Score is calculated based on the number of Favorites, Replies, Retweets and Estimated Impressions each tweet gets. It enables easy comparison regardless of follower numbers.
  • 13. Express Express’ Twitter campaign was an extension of its campaign on Facebook. There was a spike in mentions following the campaign. The brand also focused on replying to as many fan mentions as possible.
  • 14. Amazon Though Amazon’s Black Friday campaign was almost invisible after the unveiling of Prime Air, the e-Commerce giant used #blackfriday the most. Offers and deals also were available to customers days in advance. Though the brand used #blackfriday the most, followers were more excited by #primeair.
  • 15. Old Navy The brand’s #onemillthrills contest fared well on Twitter. Black Friday and Cyber Monday deals were offered by the brand. #onemillthrill was the most used and most engaging hashtag. Though the brand used #blackfriday and #cybermonday sparsely, their followers used it extensively.
  • 16. Karmaloop Though the brand didn’t use hashtags to define the campaign, Black Friday and Cyber Monday deals were highlighted through caps. Deals and offers were the most engaging tweets from the brand. The top tweet earned an Engagement Score of 822. The brand’s efficient customer service stands out with it’s Average Reply Time (ART) of 3 minutes and 51 seconds taken to reply to 511 follower interactions.
  • 17. ANALYSIS OF BRANDS ON YOUTUBE SO Time Period: November 2- December 2, 2013
  • 18. YouTube – An Overview UNMETRIC SCORE FOR YOUTUBE Brand Name Unmetric Score Karmaloop 20 PetFlow 12 Express 22 Old Navy 30 Amazon 43 Kohl’s 26 Toys R Us 37 Lowe’s 66 Sephora 69 No More Rack was very recently added to the Unmetric database and hence certain metrics are not available. The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score.
  • 19. YouTube – An Overview TOP VIDEOS OF THE MONTH 1. Kohl’s- 30 second spots 2. Toys R Us- Cyber Week 3. Old Navy- Humor
  • 20. Kohl’s Out of 30 videos uploaded in the month, three were exclusive to Black Friday. Though other holiday videos performed better, the short length of the videos made them to-the-point adverts. Wrapped - Black Friday 2013 - Kohl's Missing Work & Play - Black Friday 2013 - Kohl's Kohl’s offered $15 Kohl’s cash for every $50 spent. The adverts were themed on buying things that are missing from your life. The brand used the tagline “Kohl’s Black Friday- there is only one choice”. Missing Morning - Black Friday 2013 - Kohl's
  • 21. Toys “R” Us The brand offered discounts all week and termed it “Cyber Week”. Many videos were created exclusively for the campaign and they gained major viewership. Video Views Growth Cyber Week videos from the brand explained each toy and the discount in detail.
  • 22. Old Navy The brand roped in Melissa McCarthy for the hilarious advert introducing the One million giveaway contest. Video Views Growth The 70 second video was promoted on both Facebook and Twitter. A 30 second version, which gained an equal number of views, was also available.
  • 23. ANALYSIS OF BRANDS ON PINTEREST Time Period: November 2- December 2, 2013
  • 24. Pinterest – An Overview UNMETRIC SCORE FOR PINTEREST Brand Name Unmetric Score Karmaloop 74 PetFlow 12 Old Navy 30 Amazon 17 Kohl’s 31 Toys R Us 6 Lowe’s 64 Sephora 64 No More Rack and Express were very recently added to the Unmetric database and hence certain metrics are not available. The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score.
  • 25. Pinterest– An Overview Top Pins of the month 1. Lowe’s- Deal Tease 2. Sephora- Dealtopia 3. No More Rack- Pre Sales
  • 29. THANK YOU Please contact us at info@unmetric.com for more information About Unmetric : U ‪ nmetric is a social media benchmarking company headquartered in New York with clients and operations across the globe. We work with Fortune 500 companies to help them establish benchmarks for their social media teams and social media campaigns. The data provided by the Unmetric platform can be instrumental in facilitating understanding and driving down costs by creating more efficient social media teams.‪