US: Tostitos, TRESemmé and PayPal feature in Biggest Brand Movers (June 2023)
In this month’s edition of Biggest Brand Movers in the US, Tostitos takes the top spot with lifts in 11 out of 13 brand health metrics.
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.
Tostitos
The well-known nacho chip brand received plenty of buzz on TikTok following a user-generated video that went viral. In the post, a mom filled a kiddie pool with Tostitos nachos and all the fixings for a Cinco de Mayo-themed dinner. The video quickly received attention and mixed reactions from viewers, generating Buzz and Word of Mouth Exposure for the brand.
In addition, a successful Amazon Ads activation with Tostitos coincided with a lift in Ad Awareness.
TRESemmé
Hair and beauty product brand TRESemmé garnered attention after Ashley Graham showcased her Met Gala hairdo, which was styled using TRESemmé products. This high-profile endorsement by a renowned model may have helped to elevate the brand’s WOM Exposure and Consideration scores. The hair care brand also collaborated with popular actress and writer Mindy Kaling to promote its brand and range of products.
PayPal
In honor of its annual Small Business Month celebration, PayPal spotlighted several of the small businesses it works to share expert advice on how small businesses can overcome the key obstacles they’re facing and offer insights on how access to capital continues to be critical for underserved entrepreneurs.
Additionally, Paypal introduced the Venmo Teen Account targeting a younger demographic and expanding its user base. The Teen Account has built-in parental controls and oversight capabilities, with the aim of empowering teens to learn more about managing money and helping them build healthy money habits.
YouTube Music
YouTube Music expanded its offerings by adding podcasts to its platform at the end of April, allowing users to enjoy both music and podcasts in a single app and enhancing the overall user experience.
It’s also the latest streaming service to dabble with short-form content discovery videos similar to the music recommendations videos that have been gaining popularity on TikTok.
Chipotle
Chipotle solidified its presence in the gaming community by becoming a launch partner of Street Fighter 6, a highly anticipated video game. This partnership allowed Chipotle to reach a new audience and create unique promotional opportunities.
The popular quick-service restaurant chain also announced free burritos for the NBA finals, effectively leveraging a popular sports event to engage with fans and increase brand loyalty.
Food Lion
Food Lion is wrapping up its $50 million remodeling project, showcasing its commitment to providing enhanced shopping experiences for customers. Along with sprucing up stores, the growing grocery chain focused on improving e-commerce services at the remodeled stores and expanding the range of meal solutions at its supermarkets.
Uber
Uber expanded its services by launching rides and delivery options specifically designed for teens. This offering catered to a previously untapped market segment and allowed Uber to tap into the transportation needs of younger customers
Uber is also preparing to roll out Waymo self-driving cars in the Phoenix area, marking Uber's long-expected return to autonomous driving after initial experiments in 2021.
GoodRx
In addition to a strong earnings performance in the first quarter of 2023, GoodRx also received some social media attention after a former CVS employee posted a viral TikTok video claiming that her bosses scolded her for helping customers get better deals using GoodRx.
Tripadvisor
With the summer travel season in full swing, Tripadvisor recently revealed the top-rated hotels in its annual Travelers’ Choice Best of the Best Hotel Awards. According to the rankings, Rambagh Palace in Jaipur, India earned the top spot in the overall global rankings and The Perry Lane Hotel in Georgia took the top spot in the US.
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
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