Bath and Body Works had a week of high earnings on Media Logic’s Retail Social Juice Index (RSJI). The brand experienced a 332 point spike and became the top mover of the week by promoting four different giveaways for National Fragrance Day. During a 4-hour span, the brand instructed likers to answer riddles about specific B&BW fragrances, and as a result it received thousands of wall posts from hopeful respondents. Several status updates promoting the giveaways also received high engagement — more than 18,000 responses! A successful giveaway for the brand? Indeed, but also one that violates Facebook’s promotional guidelines, a trend that we’ve noticed popping up!
The RSJI measures Facebook and Twitter, but another popular social site was responsible for two new brands soaring to the top this week: Pinterest. Both Build.com and The Foundary seemed inspired by Spring to share popular images of elaborate tree houses from Pinterest. Their Facebook fans found the images just as captivating, as both photos received thousands of shares and likes.
Rounding out the Big Movers This Week were Bulgari and Zales. Bulgari’s photo sharing on Facebook continues to be a consistent hit with fans. A new week, a new album of Bulgari’s red carpet style. Week after week, the brand’s albums continue to rack up likes, comments and shares. As the saying goes, if it ain’t broke — don’t fix it! For Zales, it only took one photo to increase engagement with likers — the jeweler used an Instragram’ed pic to show four different styles of engagement rings and asked likers to vote on their favorite. This Facebook update was unquestionably the brand’s most successful post of the year to-date.
Finally, DSW fans continued to show their love for the brand via Facebook—and we understand why. In one day, the brand unveiled a new Timeline cover photo, shared behind-the-scenes Instagram photos of DSW employees, announced free shipping and offered not one, but TWO, shoe giveaways. Also known to host sports-related promotions, DSW used March Madness to get fans engaged by asking likers to predict the winner of the Louisville-Michigan basketball game. Those who guessed correctly won a special prize. But wait — there’s more! The brand offered another “Shoe Frenzy Giveaway,” rewarding likers who posted photos of themselves showing off their DSW shoes on the brand’s Facebook page.