Exclusive #Oscars Data: Top 20 Brand Tweets | Adweek Exclusive #Oscars Data: Top 20 Brand Tweets | Adweek
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Exclusive #Oscars Data: Top 20 Brand Tweets

Socialbakers stats bode well for Arby's and Victoria's Secret

Actors Matthew McConaughey, Cate Blanchett, Lupita Nyong'o, and Jared Leto at the 86th annual Academy Awards. | Photo: Getty Images

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 

Rank Brand Retweets Favorites
1 Arby's 7,168 5,001
2 Vine 1,945 3,814
3 Victoria's Secret 1,243 1,445
4 Netflix US 1,164 1,224
5 Betsey Johnson 1,159 1,482
6 ASOS 1,112 746
7 DiGiorno Pizza 839 890
8 Olay Skin Care 810 1,081
9 Superdrug 777 91
10 Monster Products 728 733
11 Victoria's Secret 645 1,016
12 DiGiorno Pizza 590 636
13 Whataburger ® 548 1,288
14 Burberry 515 1,585
15 Google Play 509 277
16 Victoria's Secret 506 834
17 El Palacio de Hierro 493 390
18 AARP 448 815
19 WaterstonesOxfordSt 441 272
20 PETA 441 282

#Oscars – Ranked by Retweets + Favorites 

Rank Brand Retweets Favorites Total
1 Arby's 7,168 5,001 12,169
2 Vine 1,945 3,814 5,759
3 Victoria's Secret 1,243 1,445 2,688
4 Betsey Johnson 1,159 1,482 2,641
5 Netflix US 1,164 1,224 2,388
6 Burberry 515 1,586 2,101
7 Olay Skin Care 810 1,081 1,891
8 ASOS 1,112 746 1,858
9 Whataburger ® 548 1,288 1,836
10 DiGiorno Pizza 839 890 1,729
11 Victoria's Secret 645 1,016 1,661
12 Monster Products 728 733 1,461
13 Victoria's Secret 506 834 1,340
14 AARP 448 815 1,263
15 DiGiorno Pizza 590 636 1,226
16 El Palacio de Hierro 493 390 883
17 Superdrug 777 91 868
18 Google Play 509 277 786
19 PETA 441 282 723
20 WaterstonesOxfordSt 441 272 713

 

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