Brand mascots are currently seeing a revival thanks to social media. As Adage recently stated, “social media is giving marketers a whole new playground to test and nurture mascots.” To measure the impact of this trend, we tracked a sampling of popular mascots with a Facebook presence (i.e. where they communicate in their own voice). To make it a little more fun, we stacked them against each other in competition. Below are our findings or see the data for yourself here.
Comparing engagement as a percent of total fans, Captain Morgan drives the most fan engagement. The Captain may be trailing the others in terms of total fan base, but the fans he does have are interacting with him quite heavily.
Analyzing the mascots’ outbound posts, the Aflac Duck is the most active at sharing and communicating with fans. It’s also interesting to note he is using all of the content types available, giving him the most diverse content mix.
Measuring the virality and popularity of posts (likes, comments and shares per post), Flo has the best content. Kudos also to Captain Morgan; even though he came in second, he has quite the volume of shares.
Note: In this case we used engagement per post as the basis for comparison. An alternate approach for competitive analysis: analyze engagement per post, per fan or per increment of fans (such as 10K or 100K fans).
Using share of fans as the comparison, Flo is the most liked mascot. She has amassed a total of 4,002,315 fans. This is a highly impressive number, especially given that insurance companies are not known for large social media followings.
Comparing People Talking About This, as a percent of fans, the Geico Gecko is the most talked about mascot. This little green guy may have the smallest number of fans, but they are definitely creating stories about him.
No surprises here: Flo The Progressive Girl is the top performer! Congrats, you can accept your prize (a Simply Measured free trial), at any time.
Want to run your own social media showdown? Or perhaps a run a competitive analysis? Then try our Facebook Competitive Analysis.
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