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Leonie Bulman's recent articles
New Look ramp up Facebook comments with celeb pics, but drive little brand engagement
by Leonie Bulman on 1st March 2012
New Look show how celebrity-related content can increase fan engagement on Facebook. However, these comments contribute little to buzz around the New Look brand.
Many brands such as Virgin Media with Usain Bolt or L’Oreal with Gwen Stefani prove that posting about celebrities is a sure-fire way to boost fan engagement on social media platforms. High-street retailer New Look recently followed the same approach by posting pictures of the best-dressed celebrities at the Grammy’s, Brit Awards and Oscars, including singers Katy Perry and Adele as well as actresses Claire Danes and Michelle Williams.
WaveMetrix analysis shows that New Look’s celebrity-related content drives higher engagement, with ten times as many comments on average than other posts about New Look products or promotions. However, only 2% of the comments on the celebrity pictures are about the New Look brand, suggesting they have a limited impact on buzz about the retailer itself. This means the comments are also less likely to contain consumer advocacy for New Look, which is the type of online engagement brands should be trying to promote as it can drive sales.
Celebrity-related posts drive higher engagement:
- Celebrity-related Facebook posts drive ten times more comments than other posts: New Look's picture posts showing what celebrities were wearing at the Grammy's, Brit Awards and Oscars thoughout February attracted a much higher level of engagement, with an average of 215 comments per post. This is almost ten times more than the average of 23 comments for other posts about New Look products, promotions or daily 'Get the Look' ideas
Celebrity-related posts have little impact on New Look brand buzz:
- Only 2% of comments on celebrity posts are about New Look: Whilst the celebrity pictures attract high engagement, they make a very limited contribution to buzz around the New Look brand. This suggests there is an opportunity for New Look to leverage the success of celebrity posts by linking them back to their own products and brand
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