Waitrose winning social media war this Christmas
The Supermarket UK study from Starcom MediaVest Group found that Waitrose is having a higher impact on consumer behaviour than Sainsbury’s and Tesco due to its "engaging content".
The study also revealed that shoppers taking an action on a supermarket Facebook page were twice as likely to shop there this Christmas, with 87% intending to purchase compared to 43% of those that just visited the page. On YouTube this was even greater, with 89% of those interacting online planning a purchase, versus 36%.
The insight showed that Twitter activity was a strong sign of brand commitment, with 92% of followers and 93% of those tweeting about a brand intending to purchase this Christmas.
Jim Kite, strategic development director, Starcom MediaVest Group said: "In a difficult economic environment every pound spent on media and marketing is scrutinised closely for return on investment.
"Last Christmas the big six supermarkets spent a combined £69 million on media support for their festive campaigns, and all indications are pointing toward a similar investment in 2011."
SMG undertook the research in late November 2011. Using its proprietary research tool to measure the value of a fan on social media, SMG analysed the strategies of the ‘Big 6’ supermarkets in the UK – Waitrose, Tesco, Sainsbury’s, ASDA, Morrisons and the Co-operative.
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