Women at NBCU, NBCUniversal’s initiative for marketers looking to reach the ladies, has taken a look back at the past year in its Brand Power Index (BPI) and tallied up the top brands and campaigns.
Frito Lay got the “Best Social Media Buzz” for its Guinness record for most Facebook “likes’ in 24 hours. (It broke the record in April after a couple of others broke and re-broke the record earlier in the year.)
“Best Breakthrough Buzz” went to Harley Davidson for its efforts to reach women. “Best Steady Buzz” went to CVS Pharmacy for the ongoing changes it has been making to go beyond the typical pharmacy, including a CSR program with the World Wildlife Fund. “Best Controversial Buzz” (which doesn’t seem so controversial at all) was for the U by Kotex Tween program to spur conversation about feminine care between moms and eight-to-12 year olds.
And “Best Viral Buzz” went to Mattel, which took to social media and created a Web series, “Genuine Ken,” all based on the relationship between Barbie and Ken. We’ve got a clip from the series above. I can’t believe guys actually turned up to be on this show.
To compile it’s full-year results, Women at NBCU analyzed online search data, social media info, and interview info compiled by research companies.