Arby's Twitter conversation with Pharrell Williams during the Oscars turned out to be another big win for the brand. In a tweet, the fast-food company brilliantly revealed that it had purchased the rapper's Vivienne Westwood-designed hat—which it previously pointed out looks a lot like the Arby's logo—for $44,100 as part of a charity-based auction.
The brand's move culminated a fun Twitter-based discussion with Williams about his eye-catching fedora that began during the Grammys. When it comes to retweets and favorites in Twitter messages containing the #Oscars hashtags, Arby's tweet won the night.
Check out the top 20 brand #Oscars tweets, per Socialbakers' data, given exclusively to Adweek. Fashion brands such as Victoria's Secret performed well, as did frozen pizza firm DiGiorno.
It's also worth noting that the results are global, with Mexican retailer El Palacio de Hierro and United Kingdom brands ASOS and Superdrug making appearances. No other country-specific brands made the rankings, underscoring the idea that the Academy Awards are more of a North American/British Isles phenomenon compared to the more international Super Bowl.
At any rate, the first chart documents Socialbaker's findings for top #Oscars retweets, while the second chart ranks brands according to both retweets and favorites. You can click on the brands to see their tweet copy and images.
#Oscars – Ranked by # of Retweets
|8||Olay Skin Care||810||1,081|
|17||El Palacio de Hierro||493||390|
#Oscars – Ranked by Retweets + Favorites
|7||Olay Skin Care||810||1,081||1,891|
|16||El Palacio de Hierro||493||390||883|