LA MODE MONTHLY TRIBE DYNAMICS AUGUST 2014
DATA ANALYSIS: CHRISTINA GOSWILLER DESIGN: JORDYN ALVIDREZ
EMV 4 TRIBE DYNAMICS
Tribe Dynamics prescribed metric referring to the quantifiable dollar amount assigned to publicity gained through social word- of-mouth marketing accomplishments. Our holistic approach assigns a specific dollar value to each respective form of content based on the perceived value of each to brands within the industry, as it pertains to establishing ongoing relationships with influencers. TRIBE DYNAMICS 5
AUGUST 6 TRIBE DYNAMICS
TRIB L A M O D E M O N T H L Y L A M O D E M O N T H L Y L A M O D E M O N T H L Y L DYNAM A M O D E M O N T H L Y L A M O D E M O N T H L Y L A M O D E M O N T H L Y L A M O D ICS E M O N T H L Y L A M O D E M O N T H L Y L A M O D E M O N T H L Y L A M O D E M O N T H L Y & LA L A M O D E M O N T H L Y L A M O D E M O N T H L Y L A M O D E M O N T H L Y MO L A M O D E M O N T H L Y L A M O D E M O N T H L Y L A M O D E M O N T H L Y DOWNLOAD REPORTS AT TRIBEDYNAMICS.COM/INSIGHTS L A M O D E M O N T H L Y L A M O D E M O N T H L Y This is the next installment in our monthly series of reports that will provide a larger picture understanding of trends within the beauty and fashion industries that will help you build effective influencer marketing strategies and boost your brand s ROI. Utilizing Tribe s proprietary data analytics, we will track which brands and products are creating the most valuable earned media over time, clearly out-performing the competition on a variety of social channels. The data for this study was collected by Tribe Dynamics and is based upon the top 50,000 influencers in the beauty, fashion, and lifestyle spaces. The brands and products included in each month s study will be those that are most popular based on publicly-available information of these brand s annual revenue, and reviews from consumers and third party retailers. TRIBE DYNAMICS 7
CONTENTS 8 TRIBE DYNAMICS
TRIBE DYNAM ICS & LA M DE THE TOP 10 EARNED MEDIA VALUE LEADER BOARD 10 THE TOP 10 SOCIAL INFLUENCE BY CHANNEL 13 ANALYSIS 17 BRAND CULTURE AND PERSONA: THE "ALL IN MENTALITY" 18 SUMMER EARNED MEDIA WRAP UP 21 PART I: TRENDING EARNED MEDIA PERFORMANCE, EMV 22 PART II: TRENDING EARNED MEDIA TERMS 25 THE TOP 10 ENGAGEMENT BY SOCIAL CHANNEL 28 THE TOP 10 POST COUNT BY SOCIAL CHANNEL 33 TRIBE DYNAMICS 9 9 TRIBE DYNAMICS
THE TOP 10 EARNED MEDIA VALUE LEADER BOARD TRIBE DYNAMICS 10
For the month of August, the following ten brands were the most socially influential, generating the most valuable earned media. This metric is based upon the following calculations: TRIBE DYNAMICS 11
THE TOP 10 - EARNED MEDIA VALUE LEADER BOARD THE NUMBER OF POSTS: Blog posts YouTube Videos Tweets Facebook posts Instagram posts Pinterest Posts ENGAGEMENT RATE BY: Blog views Video content views Twitter actions Facebook likes, comments, shares Instagram likes and comments Pinterest likes, comments, shares 1. MAC $9,587,486 EMV 2. NARS $7,621,160 EMV 3. L'ORÉAL $6,937,238 EMV 4. URBAN DECAY $6,171,111 EMV 5. NYX $6,053,868 EMV 6. MAYBELLINE $5,137,000 EMV 7. OPI $4,591,292 EMV 8. TOO FACED $4,210,536 EMV 9. REVLON $3,225,855 EMV 10. MILANI COSMETICS $3,185,576 EMV 0 2,000,000 6,000,000 10,000,000 MAC NARS L'ORÉAL URBAN DECAY NYX MAYBELLINE OPI TOO FACED REVLON MILANI 12 TRIBE DYNAMICS
THE TOP 10 SOCIAL INFLUENCE BY CHANNEL TRIBE DYNAMICS 13
The following data reflects the approximate value of the content created about each brand by social channel during the month of August, as measured by Earned Media Value. TRIBE DYNAMICS 14
BLOG EMV YOUTUBE EMV TWITTER EMV MAC $1,345,819 NARS $790,879 MAYBELLINE $755,899 REVLON $647,660 URBAN DECAY $541,474 OPI $395,760 NYX $380,115 L ORÉAL $359,240 TOO FACED $314,530 MILANI $184,974 MAC $4,255,187 NARS $3,680,071 MAYBELLINE $2,912,062 URBAN DECAY $2,796,562 L'ORÉAL $2,542,733 NYX $2,173,749 TOO FACED $2,038,676 REVLON $1,546,045 MILANI $1,172,447 OPI $469,727 URBAN DECAY $332,100 NARS $242,600 NYX $224,100 L'ORÉAL $174,300 MAYBELLINE $168,300 MAC $137,700 MILANI $100,100 OPI $91,300 REVLON $90,700 TOO FACED $86,300 15 TRIBE DYNAMICS
FACEBOOK EMV L ORÉAL $2,525,720 OPI $2,001,115 MAC $1,340,300 URBAN DECAY $1,317,635 NYX $878,880 NARS $653,305 MILANI $482,455 MAYBELLINE $400,545 TOO FACED $396,250 REVLON $274,905 INSTAGRAM EMV NYX $2,222,535 MAC $2,041,220 NARS $1,787,435 TOO FACED $1,227,300 L'ORÉAL $1,203,835 OPI $1,189,340 MILANI $1,093,520 MAYBELLINE $788,665 URBAN DECAY $785,700 REVLON $598,785 PINTEREST EMV MAC $467,260 NARS $466,870 OPI $444,050 URBAN DECAY $397,640 NYX $174,490 MILANI $152,080 TOO FACED $147,480 L ORÉAL $130,410 MAYBELLINE $111,530 REVLON $67,760 TRIBE DYNAMICS 16
ANALYSIS TRIBE DYNAMICS 17
BRAND CULTURE AND PERSONA: THE "ALL IN MENTALITY" TRIBE DYNAMICS 18
CULTURE BRAND Last month we discussed the difference between brand strength and pure awareness, and the importance of creating compelling brand experiences online. Easier said than done. At the heart of any compelling brand experience, there s a brand with a strong culture, persona, and set of values. Strength in this case would be measured by how well each of these concepts is explicitly understood, accepted, and cultivated by anyone directly or indirectly associated with the brand, internally and externally. For help visualizing what this looks like within the beauty industry, let s take a closer look at the distinct essence that surrounds MAC Cosmetics. The brand has embraced what we ve referred to informally as an All In Mentality. The concept is essentially the same as what marketers may know as brand environmentalism, coined by Scott Bedbury as one of eight principles for brand leadership. The crux of the argument is that strong brands are those that provide seamless and consistent brand experiences at all levels. Returning to our example, in the case of MAC, every interaction with its brand, however, remote, is significant and taken into consideration. If you ve had the chance to visit MAC s corporate offices in New York, you ll have a better appreciation for this. Upon first stepping off the elevator and into the reception area, you re greeted by a familiar sleek, avant-garde aesthetic not unlike the one found at any given MAC retail chain. Your next discovery would be that each and every executive and employee is ensconced head to toe in black (an iconic color for MAC), with flawless, professional-grade makeup, or some other outward expression of an affinity for fashion and style (again, not unlike what we d expect from the professional artist behind the MAC makeup counter). This is the All In Mentality at work; top-down, corporate or retail, online and off, there is strength and resiliency in the cohesive personality the brand has taken measured steps to create. As we ve seen from MAC s dominance in earned media performance, this fluidity of brand culture and persona fuels some of the most valuable earned media: consistent with owned media and well-representative of the brand. With these in place, MAC executives have greater room to take the creative risks that contribute to their innovative digital campaigns and overall strategy. Balancing consistency and innovation, MAC is able to maintain its popularity and influence as trends or consumer preferences change, and the beauty market and industry alter over time. NYX Cosmetics is an example of the All In Mentality in its earlier stages. Although its culture and persona as a young, growing brand are understandably less refined, still works in progress, the brand certainly stands for something amongst its employees and consumers. NYX s strength has been its ability to involve its community of color makeup fans throughout its self-discovery as a brand. With a digital strategy rooted in user-generated content and earned media, the shaping of its brand personality is very much in the hands of loyal consumers. As proof of this, according to our data for the month of August, one of NYX s most valuable earned media phrases included its hashtag (nyxcosmetics) with the hashtag for BeautyConLA, one of the industry s larger conventions for beauty bloggers and enthusiasts. NYX s true test as a brand will be those months immediately following its acquisition. In the end, it may just be this All In Mentality that allows the brand to maintain its momentum as it joins the L Oréal family. 19 TRIBE DYNAMICS
MENTAL ALL IN 20 TRIBE DYNAMICS
SUMMER EARNED MEDIA WRAP UP: EMV PERFORMANCE AND SEASONAL INITIATIVES TRIBE DYNAMICS 21
PART I TRENDING EARNED MEDIA PERFORMANCE, EMV TRIBE DYNAMICS 22
23 TRENDING DATA ALL EMV The following data highlights the trending EMV performance of this month s Top 10 brands for Summer 2014 (June - August). JUNE JULY AUGUST TOTAL OVER- MAC $12,360,084.15 $10,478,968.10 $9,651,967.75 $32,491,020.00 NARS $2,238,543.25 $5,029,652.50 $3,200,979.40 $10,469,175.15 L'ORÈAL $5,543,646.10 $6,143,033.00 $6,972,704.25 $18,659,383.35 URBAN DECAY $5,189,444.45 $4,761,538.75 $6,220,744.15 $16,171,727.35 NYX $6,878,342.80 $5,721,131.50 $6,071,793.85 $18,671,268.15 MAYBELLINE $6,321,362.60 $6,459,800.55 $5,170,953.95 $17,952,117.10 OPI $5,304,397.10 $5,483,263.80 $4,598,565.60 $15,386,226.50 TOO FACED $4,579,229.80 $5,177,852.55 $4,234,461.80 $13,991,544.15 REVLON $3,749,072.75 $3,825,015.35 $3,242,041.50 $10,816,129.60 MILANI $2,238,543.25 $5,029,652.50 $3,200,979.40 $10,469,175.15 TRIBE DYNAMICS
SUMMER'S TOP PERFORMERS (OVERALL EMV) MAC: $32,491,020.00 NYX: $18,671,268.15 L ORÉAL: $18,659,383.35 DESIGNING BRAND RELEVANCE WITH TEMPORAL CAMPAIGNS Over the summer, these brands generated the greatest amount of overall earned media, owed in part to their unique internal approaches to digital marketing for the season. NYX s strategy once again relied heavily on user-generated content from its ever-growing online community. In addition to the earned media created about the brand s recent acquisition by L Oréal, NYX bolstered its summer earned media performance with its NYX FACE Awards and new product launches. L Oréal highlighted Emmy-inspired looks as well as more traditional advertorial content for the season which highlighted the brand s lines of sunscreen and other summer skin and hair products alongside its color makeup. MAC's performance was spurred by the incredible number of collections (6 in total) the brand launched over the course of the summer months. Each with its own distinct theme, aesthetic, or collaboration, not one of these collections remotely alluded to the typical summer subjects we might expect to see from brands during the season. This marked point of differentiation is what largely characterized MAC s earned media success; the brand committed itself to dynamic and original campaigns as opposed to resynthesizing traditional summer messages and marketing, successful in the past, but that are also predictable, safe, and in many cases stale. Contrary to what we might assume, MAC achieved a relevancy and authenticity with its campaigns by expressly not subscribing to the standard formula of summer branding accepted by most brands. Where a majority of brands fixated on seasonal relevance, MAC stood out with Summer 2014 collections grounded in more compelling socially and culturally relevant themes. TOP PERFORMERS FOR EARNED MEDIA TERM SUMMER During the same time frame, the below brands generated the greatest amount of emv surrounding the earned media term summer. Earned Media for these brands came in two forms: one, themed seasonal videos and content inspired by summer or posts which more literally included #summer. MAC: $32,491,020.00 NYX: $18,671,268.15 L ORÉAL: $18,659,383.35 24 TRIBE DYNAMICS
PART II TRENDING EARNED MEDIA TERMS TRIBE DYNAMICS 25
TRENDING EARNED MEDIA TERMS The following earned media terms represent some of the words or phrases most frequently associated with each respective brand from our Top 10 online during the month of August. We ve included some of the most commonly used single words along with brand-related phrases. 1. MAC: lipsticks ; Mac a Novel Romance 2. NARS: 10ambeauty ; NARS Audacious Lipstick 3. L Oréal: hair ; L Oréal Voluminous Miss Magna 4. Urban Decay: video ; Urban Decay Naked 5. NYX: video ; nyxcosmetics BeautyConLA 6. Maybelline: review ; Maybelline Color Tattoo 7. OPI: fall ; OPI Nordic Collection 8. Too Faced: look ; Too Faced Cat Eyes Palette 9. Revlon: nailpolish ; Revlon Colorstay 10. Milani: nails ; Milani Color Statement 26 TRIBE DYNAMICS
SINGLE WORDS: TERMS MEDIA NARS most valuable earned media single term was the screenname of influential blogger "10amBeauty", a founding member of POPSUGAR Select's network of beauty ambassadors. L Oréal had its greatest success within online conversations about hair, hairstyles and products. The brand s popularity within the hair/hairstyle community may be worth exploring in further depth, as it potentially offers the brand a valuable point of differentiation from mass market competitors like Maybelline and CoverGirl. BRAND-RELATED PHRASES: Urban Decay continues to benefit from its popular collection of Naked Palettes. Thanks to the incredible amount of earned media surrounding its most iconic product, the brand essentially owns the word naked, dominating online color makeup conversations related to nude color palettes. NYX s hashtag nyxcosmetics was frequently used alongside BeautyConLA s hashtag. The event, which brings together brands and their most digitally influential fans, took place this past August 16th in LA right in NYX s backyard. As we ve already discussed, this connection speaks volumes about NYX s rapid penetration into the larger online beauty community over the past year. The association is an explicit validation of NYX s digital strategy: its focus on building relationships with online ambassadors and its reliance on user-generated content in place of traditional advertising. As we spend more time working through our data for earned media terms, we ve noticed patterns in the characteristics of both associated single words and brand-related phrases. Of the brands included in this study as well as others monitored, a majority of the time the single words reflected themes or products where the connection to the brand was recognizable and familiar. Another way of saying this would be that the single words highlighted things we might already know or assume for each brand. By contrast, the brand-related phrases, similar to what we concluded last month, were less static, linking brands to specific digital campaigns or product launches popular within the monitored August time frame. The brand-related phrases above bring to light the campaigns, collections, and products that generated the greatest earned media for each of the respective brands. One of the more interesting takeaways from this data is the relationship between these two earned media components. Recalling the argument made earlier in our discussion of the All In Mentality, the relationship here in many ways depicts the necessary balance between consistency and innovation when it comes to creating a strong brand. Where the single words express more fundamental concepts commonly associated with a brand s image, the brand-related phrases indicate the brand s internal attempt to shape its identity through new campaigns or products. More concisely, we can think of the single words as a reflection of how a brand is perceived, and the brand-related phrases as the brand s projection, how it wishes to be seen. 27 TRIBE DYNAMICS
THE TOP 10 ENGAGEMENT BY SOCIAL CHANNEL TRIBE DYNAMICS 28
The following data reflects the social influence of the top ten brands by engagement across social channel for the month of August. TRIBE DYNAMICS 29
THE TOP 10 - ENGAGEMENT BY SOCIAL CHANNEL BLOG VIEWS RIBE NAMIC LA MO DE TH MAC 2,079,095 NARS 1,212,146 MAYBELLINE 1,163,496 REVLON 1,116,300 TOO FACED 828,649 NYX 564,323 URBAN DECAY 455,372 L'ORÉAL 425,200 OPI 250,798 MILANI 68,872 YOUTUBE VIEWS MAC 15,279,743 NARS 14,991,854 URBAN DECAY 11,579,713 MAYBELLINE 10,777,445 TOO FACED 9,452,222 L'ORÉAL 8,945,932 NYX 8,367,908 REVLON 5,592,073 MILANI 3,789,788 OPI 1,628,909 TWITTER ACTIONS NYX 3,013 URBAN DECAY 2,326 NARS 1,250 MAYBELLINE 900 L'ORÉAL 872 MAC 519 TOO FACED 254 MILANI 219 REVLON 207 OPI 171 30 TRIBE DYNAMICS
THE TOP 10 - ENGAGEMENT BY SOCIAL CHANNEL FACEBOOK LIKES L ORÉAL 237,718 OPI 203,441 URBAN DECAY 130,319 MAC 124,600 NYX 69,666 MILANI 66,497 NARS 46,883 TOO FACED 39,272 MAYBELLINE 25,789 REVLON 10,978 FACEBOOK COMMENTS L ORÉAL 5,715 URBAN DECAY 4,249 MAC 2,254 OPI 1,771 MAYBELLINE 1,527 NARS 1,094 NYX 988 FACEBOOK SHARES OPI 5,732 L ORÉAL 5,009 URBAN DECAY 3,736 MAC 3,721 NYX 2,236 NARS 1,105 MAYBELLINE 1,001 MILANI 849 REVLON 799 TOO FACED 497 MILANI 879 REVLON 608 TOO FACED 358 31 TRIBE DYNAMICS
THE TOP 10 - ENGAGEMENT BY SOCIAL CHANNEL PINTEREST SHARES MAC 2,822 NARS 2,741 URBAN DECAY 2,722 OPI 2,452 NYX 1,140 TOO FACED 929 MILANI 645 L ORÉAL 544 MAYBELLINE 389 COVERGIRL 204 INSTAGRAM COMMENTS MAC 4,048 NARS 3,336 NYX 2,931 URBAN DECAY 2,374 TOO FACED 2,295 OPI 2,133 MILANI 2,098 L ORÉAL 2,019 MAYBELLINE 1,527 REVLON 1,108 32 MENT PINTEREST LIKES URBAN DECAY 797 MAC 778 NARS 701 OPI 530 NYX 362 TOO FACED 304 L ORÉAL 188 MILANI 129 REVLON 43 MAYBELLINE 94 INSTAGRAM LIKES NYX 193,708 MAC 183,254 L ORÉAL 152,736 TOO FACED 142,181 NARS 119,514 URBAN DECAY 67,930 OPI 67,139 REVLON 64,954 MILANI 62,166 MAYBELLINE 45,291 ENGAG- TRIBE DYNAMICS
THE TOP 10 POST COUNT BY SOCIAL CHANNEL TRIBE DYNAMICS 33
The following data reflects the social influence of the top ten brands by the number of sheer posts created about the brand by social channel for August. These numbers do not take into account engagement with the content itself. TRIBE DYNAMICS 34
THE TOP 10 - POST COUNT BY SOCIAL CHANNEL BLOG POSTS MAC 1,170 NARS 693 MAYBELLINE 657 URBAN DECAY 565 REVLON 532 OPI 432 L ORÉAL 344 NYX 337 TOO FACED 328 MILANI 214 YOUTUBE VIDEOS MAC 410 MAYBELLINE 283 NYX 252 L ORÉAL 245 URBAN DECAY 242 NARS 193 MILANI 180 TOO FACED 145 REVLON 140 OPI 50 TWEETS NARS 1,176 URBAN DECAY 995 L ORÉAL 871 MAC 858 MAYBELLINE 783 MILANI 782 OPI 742 COUNT POST REVLON 700 NYX 619 TOO FACED 609 35 TRIBE DYNAMICS
TRIB DYNA ICS & LA DE THE TOP 10 - POST COUNT BY SOCIAL CHANNEL INSTAGRAM POSTS MAC 380 NARS 288 OPI 269 NYX 258 MAYBELLINE 225 MILANI 219 L ORÉAL 208 TURBAN DECAY 202 TOO FACED 181 REVLON 133 FACEBOOK POSTS OPI 753 NARS 715 MAC 678 URBAN DECAY 438 MILANI 340 L ORÉAL 289 MAYBELLINE 283 NYX 213 L ORÉAL 484 MAC 458 MAYBELLINE 363 REVLON 360 OPI 320 NARS 297 URBAN DECAY 282 NYX 211 MILANI 205 TOO FACED 169 PINTEREST POSTS TOO FACED 194 REVLON 186 36 TRIBE DYNAMICS
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