Battle of the Brands: Reebok vs New Balance
A weekly round up of the action in the social media space
Aug 29, 2020 07:51:00 AM | Article | Campaign India Team Share -
Let’s talk about fitness (again). Mental health is innately tied to our fitness and everything we do to calm our mind. Though going to the gym is no longer an option (and we really don’t know for how long we have to stay trapped indoors), home workouts have become a real game changer. That’s where fitness brands like Reebok and New balance come in. Lately, Reebok has been posting content with respect to home workout videos and they have really been appreciated. Let’s look at both this iconic fitness brands!
Talkwalker, a social media analytics company, based in Luxembourg, provides information on the using their platform. Talkwalker Analytics analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data.
Looking at pure mentions, Reebok is clearly stealing the show. Over the past three months, the big peak for Reebok came in mid June – and there is a very simple reason for this, their celebrity campaigns. The top results for Reebok are associated with the likes of Venus Williams and Katrina Kaif. In comparison, the peak for New Balance was in early August and it’s mostly associated with ad formats and channels, not celebrity endorsements. Other results for New Balance are for the sneakers and the kind of products they have released lately.
Is the buzz coming from the target audiences of both brands or is it something else? This is important for us to know. For both brands, the demographics are pretty similar. For new balance, there is a greater percentage of men talking about it whereas for Reebok, there is a slightly higher percentage of women talking about it. For both brands, the age profile is more or less the same.
I decided to take a closer look at the celebrities associated with both brands since, from the mentions we can see that Reebok is doing a fantastic job of influencer marketing. The celebrities associated with Reebok range from various walks of life, with Katrina Kaif being the most prominent one for Indian audiences. For New Balance, surprisingly, both the current and former presidents of the US are prominently mentioned.
4. Media types:
Where is the conversation taking place? Mostly on Twitter, but surprisingly, we also see a healthy amount of conversation coming from online news and blogs as well. For New Balance, in fact there is pretty big percentage of conversation that originates from online news.