What Do Ferrari, Regions Bank and CVS Have in Common? They Were Most Successful in Activating Consumer Influencers in 2017

NEW YORK, NY--(Marketwired - February 27, 2018) - In the latest installment of Engagement Labs' TotalSocial^® Brand Awards series, Ferrari and Regions Bank earned top distinction as the brands most successful with everyday influencers -- or those friends, family and colleagues who frequently give recommendations and maintain large social networks -- both online (via social media) and offline (via face-to-face conversations). Analyzing more than 500 U.S. consumer brands, Engagement Labs selected winners based on the extent to which this influential audience represented a large proportion of those people who talk about and recommend the brands offline and online.

The awards are based on the Company's proprietary TotalSocial data, which continuously measures the four most important drivers of brand performance. These are: influence, sentiment (having more positive than negative conversations), brand sharing (the extent to which people are sharing or talking about a brand's marketing or advertising), and volume (a measure of how much conversation a brand is getting). Earlier this month, the Company released its ranking of the Most Loved Brands based on sentiment, and over the next several weeks, Engagement Labs will announce awards for the highest scoring brands in each of the remaining TotalSocial categories. The brands that were most successful with everyday influencers are those with the highest online and offline influence scores in 2017.

"The winners in our analysis have tapped into a lucrative marketing strategy that greatly magnifies their presence in the market by prioritizing influencers who have above-average social reach and make frequent recommendations," said Ed Keller, CEO of Engagement Labs. "Everyday influencers are also the nation's most trusted consumers, and their words carry considerable weight in their large social networks. They have approximately four times the 'social value' as other consumers. It stands to reason that brands, such as Ferrari, that understand who their everyday influencers are and what topics drive them, are going to be successful in inspiring conversations about their products."