May 26th, 2023, Hoang Nguyen
In this month’s edition of Biggest Brand Movers in the US, several brands make noteworthy improvements to key areas of brand perception. These brands include AriZona Iced Tea, Pinterest, Cinnamon Toast Crunch, Banana Boat, TikTok and Metro by T-Mobile and all showed lifts in eight of 13 brand metrics monitored by YouGov.
Biggest Brand Movers is a monthly analysis highlighting the brands that make statistically significant, month-over-month improvements in the brand metrics tracked by YouGov BrandIndex.
AriZona Iced Tea experienced significant improvements in Ad Awareness and Consideration following a cannabis activation campaign around 4/20, a cannabis-related celebration which takes place annually on April 20th. The campaign appears to have improved the brand’s visibility among its target audience. In addition, several news stories highlighting AriZona Iced Tea’s commitment to maintaining low prices during a period of inflation earned the brand positive consumer sentiment, particularly in metrics such as Value, Satisfaction and Recommend.
Pinterest also showcased strong brand health improvements in categories such as Word of Mouth (WOM) Exposure and Buzz. The social media platform recently announced a multi-year advertising partnership with Amazon, strengthening its monetization efforts. Ahead of the busy wedding season, Pinterest released a wedding trends report, highlighting its role as a go-to platform for wedding inspiration.
Cinnamon Toast Crunch has been a household name for several decades and its expansion with other Cinnamon Toast Crunch-related products only further cements its presence in American culture. Some of these product mashups include Cinnamon Toast Crunch popcorn, treat bars, and Ice cream. The cereal brand also had some notable media exposure recently in the form of a Wrestlemania sponsorship and a promotional collaboration with Guardians of the Galaxy Vol. 3.
With summer fast approaching, many consumers are focused on buying sun protection. Banana Boat appears to be benefitting from that seasonal boost in sun care purchases, as evidenced by improved Consideration score.
Even after the March Congressional hearing, people are still talking about TikTok. Data from YouGov indicates that not only are more people aware of TikTok and using it (the data reveals an increase in Current Customers), positive Buzz is also rising around the social media platform. All of this amid recent news that Montana passed a TikTok ban shows the brand could be bouncing back in the eyes of consumers.
Rumors that a version of the OnePLus Nord CE 3 Lite might be coming to T-Mobile and Metro by T-Mobile seems to be igniting consumer conversations in the US. Currently only available in Europe and India, the mid-range smartphone is touted to offer good value for its price. Metro by T-Mobile’s WOM Exposure and Buzz scores have ticked up month-over-month at the same time of these rumors.
Nintendo experienced a surge in media exposure following the release of the new Mario movie. Last month, many gamers were also waiting for the highly anticipated release of Legend of Zelda: Tears of the Kingdom, which is on track to be one of the most critically acclaimed games ever made.
Grey Goose earned a bump in WOM Exposure and Consideration following the launch of its new ready-to-drink martini cocktail. The addition to the brand’s product line caters to growing consumer preference for convenient and high-quality cocktails.
Google earned a spot on this month’s list following several announcements around its commitment to ethical and responsible use of artificial intelligence. In addition, the introduction of Bard AI as a competitor to ChatGPT showcases the tech giant’s dedication to advancing conversational AI platforms.
Another of Google’s products, Google Maps, features on the list after adding the ability to see and navigate hiking trails in America‘s national parks. The expansion provides hikers with valuable information and resources for outdoor exploration and seems to have boosted the amount of Google Maps users.
Methodology
Data for the Biggest Brand Movers compares statistically significant score increases across all BrandIndex metrics between the current and the previous month. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. The metrics considered are:
Media & communication metrics
Aided Awareness – Whether or not a consumer has ever heard of a brand
Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks
Word of Mouth Exposure – Whether a consumer has talked about a brand with family or friends in the past two weeks
Buzz – Whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score)
Brand perception metrics
Impression – Whether a consumer has a positive or negative impression of a brand
Value – Whether a consumer considers a brand to represent good or poor value for money
Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand
Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand
Recommend – Whether a consumer would recommend a brand to a friend or colleague or not
Quality – Whether a consumer considers a brand to represent good or poor quality
Purchase funnel metrics
Consideration – If a consumer would consider a brand or not the next time they are in the market for a purchase
Purchase Intent – Whether a consumer would be most likely or unlikely to purchase a specific product
Current Customer – Whether a consumer has recently purchased/owns a given product or not
To receive monthly insights on media and advertising register here.
To read YouGov’s latest intelligence for agencies explore here.
Want to run your own research? Run a survey now.
Photo by Tyler Nix on Unsplash