Lay’s Potato Chips, Windows 8 and Dove Get the Most Love on Their Facebook Apps According to New Report from Unmetric
Mobile technology sector shows the highest Facebook app adoption; Lipton takes the cake for most apps of all
NEW YORK – Facebook applications offer brands an opportunity to initiate campaigns that provide fans with rich, interactive experiences that go beyond simple Likes, Comments and Shares. Unmetric, the company that tells global brands how they stack up against competition on social media, releases its first-ever Facebook Brand Apps Report to reveal which companies are using Facebook apps most effectively to engage with fans and visitors to their page.
According to the report, companies in mobile technology are finding the greatest engagement on a sector-wide level, but Dove earns the crown for having the most successful brand Facebook app of all time with its Ad Makeover campaign. The Facebook Brand Apps Report pulled insights around the Facebook apps with the highest number of Monthly Active Users (MAU) from its database between March 17 and 23, 2013 to determine which companies have successfully implemented Facebook apps as engagement strategies.
Using advanced combination of algorithms and human computing, Unmetric mines data that is inaccessible from the Facebook Page API to determine the brands, sectors and specific Facebook apps finding the most traction among fans. The results of the Facebook Brand Apps Report were made possible by Unmetric’s recently launched Facebook Apps Performance Platform, the first-ever Facebook app benchmarking solution that connects brand app data to brand Facebook Page data. Unmetric manually mapped branded Facebook apps and matched them to their respective brand pages of over 7,000 brands across the world to provide companies with sector-based insights and analytics around how their app campaigns stack up against the competition.
Dove’s now-inactive Ad Makeover app is Facebook’s all-time leading brand app in terms of overall usage rates, with a one-time MAU rate of 461,492. The personal care company used the Facebook app to further its goal of displacing feel-bad advertisements with positive messages. Dove found great success by building its app around Facebook’s strengths as a social network, using its app to facilitate positive conversations between women around the world.
Windows’ Windows 8 app comes in as Facebook’s second most popular with 376,969 MAU. Microsoft uses the app to host Windows 8 contests, share user-generated videos and as a springboard to other experiences like its Windows 8 Cover Photo Creator. Lay’s comes in third with its Lay’s Do Us A Flavor app, which encouraged fans to invent the next great chip flavor and sparked a conversation between the Lay’s and its fans.
In terms of the brands with the most Facebook apps, Lipton tops all with a total of 12, five active and seven inactive campaigns. Not far off are BMW, Coca-Cola, Dove and Maybank, all tied for second with 11 apps all time. All five brands use Facebook apps to as a framework for short-lived engagement campaigns, allowing them to experiment with different app types to determine what strategies work to truly engage with fans.
Overall, brands in mobile technology are finding the most traction with Facebook app campaigns. The sector sees an average app MAU rate of 5,712. The technology, personal care, media and home care sectors are also heavily focused on creating interactive Facebook app strategies to directly engage with their consumers.
Here’s a detailed breakdown of the findings from Unmetric’s Facebook Brand Apps Report, gathered from March 17 to 23, 2013:
Top Apps (Active + Inactive) by Monthly Average Users
1. Dove - The Ad Makeover: 461,492
2. Windows - Windows 8: 376,969
3. Lay’s - Lay’s Do Us A Flavor: 317,836
4. Intel - Angry Birds Ultrabook™ Adventure: 277,938
5. Sony Mobile India - Sony Xperia: 116,324
Total Number of Facebook Apps (Active + Inactive)
1. Lipton: 12
2. Maybank: 11
Highest Average App MAU by Sector
1. Mobiles & Handsets: 5,712
2. Technology: 3,181
3. Personal Care: 2,453
4. Media (Print): 2,331
5. Home Care: 1,795
Top Mobile & Handheld Apps by Average MAU [Sector average: 5,712]
1. Samsung Mobile USA – Guide to the Galaxy: 100,000
2. Windows Phone – How We Met: 53,777
3. Samsung Mobile – Samsung UNPACKED 2012: 50,000
4. Windows Phone – How We Met: 11,078
5. Samsung Mobile USA – Windows Phone Next App Star: 10,000
Top Technology Apps by Average MAU [Sector average: 3,181]
1. Windows (Microsoft) – Windows 8: 289,468
2. Intel – Angry Birds Ultrabook Adventure: 199,011
3. Facebook – Facebook Stories: 10,000
Skype – Say it with Skype: 10,000
Skype – Support: 10,000
Top Personal Care Apps by Average MAU [Sector average: 2,453]
1. Dove – The Ad Makeover: 378,443
2. Dove – Dove Deodorant: 100,000
Dove – Dove Hair: 100,000
3. L’Oreal Paris USA – Advanced Haircare Prod: 71,428
4. Clarins – Clarins: Fans Exclusive: 50,000
Top Media (Print) Apps by Average MAU [Sector average: 2,331]
1. Washington Post – Washington Post Social Reader: 100,000
2. Entertainment Weekly – EW Exclusive Content: 50,000
3. Teen Vogue – Teen Vogue - Like to Win: 10,000
4. Better Homes & Gardens – BHG - Pets we love: 3,857
5. Food & Wine – Food & Wine: 3,785
Top Home Care Apps by Average MAU [Sector average: 1,791]
1. Lysol – New Era of Clean Challenge: 50,000
Reynolds Wrap – ITA Custom News App: 50,000
2. Purex – Save Big On Appliances: 49,669
3. Reynolds Wrap – Reynolds Real Moms Contest: 25,449
4. Gain – Boost My Dryer!: 8,375
“Facebook apps give brands an opportunity to be more strategic, creative and relevant with their engagement efforts on social. The problem is that too many brands are flying blind, unsure of what apps will work for their audiences,” said Lux Narayan, CEO and co-founder of Unmetric. “This is why there are 10 lifeless apps for every one that goes viral. With the Facebook App Performance Platform, brands now have access to a one-of-a-kind, competitive intelligence platform that helps them cut through the clutter and determine what apps really work.”
Unmetric’s Facebook App Performance Platform focuses only on apps developed by brands, not the games and other apps that add noise to the data that a social media manager really needs. Now brands can keep an eye on the development efforts of their competitors, be alerted to new campaigns, and get an inside look at what resonates with fans. What’s more, brand managers can understand how their campaigns stack up against not just their active competition, but against all of a sector’s past Facebook applications, including those that have long been deactivated.
Unmetric provides definitive competitive intelligence on social media brand activity, through category benchmarks and cross-category analogues. Metrics, analyses and reports are delivered to brands and their agencies, online and on the fly, making sure that brands don’t fly blind on social media. Unmetric combines machine learning and human intelligence to deliver insights that leading global brands depend upon. Brands are now able to answer the basic business question of “Is my brand social enough" on Facebook, Twitter, YouTube, Pinterest and more.
Unmetric compiled the data reported by sourcing its social media benchmarking platform. Insights on brand activity were gathered from March 17 to 23, 2013.
Unmetric is headquartered in New York City and works with category leading brands and innovative agencies across the world. Unmetric provides not-so-obvious competitive intelligence on over 10,000 global brands across 30 industry sectors, helping brands and their agencies to comprehend and calibrate their social media efforts, and compete with intelligence and efficiency. The client list includes iconic brands like Subway, Campbell’s, Toyota, and Lowe’s Home Improvement, and agencies like GroupM, MRY, M Booth, Golin Harris, and the Zocalo Group. For more information, visit www.unmetric.com
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