Talkwalker Market Pulse - Fashion, chocolate and rock n' roll
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Industry Insights - Burberry and Minecraft dress up the metaverse
#BurberryMinecraft. Last week British luxury fashion house Burberry partnered with Minecraft to expand its presence in the metaverse. Burberry: Freedom to Go Beyond is an in-game Minecraft adventure with a host of immersive experiences and a physical capsule collection which was launched online and in seven global stores this week. The launch earned 4K online mentions, with a net sentiment of 67% driven by the official hashtags #BurberryMinecraft and #FeatureMeMinecraft. Minecraft encouraged gamers and fashionistas to post their creations inspired by the collaboration featuring the latter hashtag.
Sentiment key drivers show that the official hashtags #BurberryMinecraft and #FeatureMeMinecraft drove positivity, with the latter inspiring creativity (Talkwalker Consumer Intelligence Platform, November 2022).
Mining new audiences. Visual analytics showed that people engaged with images from the game, while creations inspired by the collaboration also featured highly in terms of engagement. Digging into the demographics, we found that conversations were shared between fashionistas and gamers. Apparel and fashion were the top interests with 10.1%, while online/video games accounted for 9.2%. With 300K in engagements so far it's clear that Burberry and Minecraft are already diversifying their audience with the collaboration.
Visual analytics features gameplay images as well as inspired creations, while consumer interests show that fashionistas and gamers are excited about the collaboration (Talkwalker Consumer Intelligence Platform, November 2022).
Here’s more about brands that are shaping tomorrow's fashion market.
Consumer Insights - Can Celebrations really be Bounty-free?
Bounty gate. Mars Wrigley caused a stir among chocoholics online with the news that it would remove Bounty bars from its Celebrations sharing tubs this holiday season. In the last week, brand mentions spiked to 10K thanks to the controversial news. Although it would only affect a limited number of tubs in select stores, consumers were still unhappy - net sentiment stood at a whopping negative 51%. Word spread swiftly through the internet - take a look at this Virality Map of a media report which received a lot of attention on Twitter.
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The Virality Map of a media report shows how the news spread quickly through various channels on the internet (Talkwalker Consumer Intelligence Platform, November 2022).
Chocoholics want it back. Mars Wrigley’s research indicated that 39% of people wanted Bounty to be removed from the tubs, but social media had a different take on it. The conversations were about reversing the decision, as the sentiment theme cloud below illustrates. People expressed their love for the chocolate-covered coconut treat, and their dismay at the possibility of missing out on them this holiday season. #SaveBounty and #BountysAreTheBest are among the new themes taking center stage around the topic.
Chocoholics flocked to social media to #SaveBounty, as the trending themes highlight efforts to make Mars Wrigley reverse its decision (Talkwalker Consumer Intelligence Platform, November 2022).
Check out some more brands that consumers love in Talkwalker’s Brand Love report.
Counting the beats - Dolly rocks the internet
68,787. That's the number of times "Dolly Parton" was mentioned online in the last week, an uptick of 132% compared to the previous week, fueled by her induction into the Rock & Roll Hall of Fame. The cultural icon became the first artist inducted into the Rock, Country, Gospel, & Songwriters Halls of Fame. Spotify was one of the most identified brands related to Dolly Parton, where she had 10.5 million listeners this month. Though her career spans seven decades, the data shows that Dolly's social influence keeps her relevant and rockin' in the free world.
Images of Dolly Parton singing alongside Judas Priest vocalist Rob Halford tickled music fans on social media (Talkwalker Consumer Intelligence Platform, November 2022).