Possibly driven by demand for its Peppermint Mocha Latte due to the cold winter temperatures, Starbucks soared to the top of the December 2014 edition of The Love List from social relationship platform Hootsuite.
- Total number of brand mentions received.
- Sentiment score.
- Conversations about the brand during the past month containing the word “love.”
Hootsuite said in a release announcing the December Love List:
Media and entertainment brands dominated the November Love List, but in December, social’s love was directed at food and beverage brands, with four landing in the top 10.
Starbucks took the No. 1 spot thanks to some Christmas cheer. The brand has cultivated a passionate fan base by offering limited-edition and seasonal items, which results in spikes of excitement and sharing on social. From its adored seasonal “red cups” to holiday-themed drinks like the Peppermint Mocha and Eggnog Latte, Starbucks kept social merry in December, earning the No. 1 spot on The Love List.
In October, we predicted that holiday wish lists might move aspirational and luxury brands up in the November rankings, but instead broadly popular brands dominated The Love List that month. With the December results, the holiday season did in fact affect the rankings. While luxury brands overall didn’t climb the rankings, holiday shopping and gift-giving did help improve rankings for midrange retail brands like Nordstrom and J. Crew. Straddling the line between aspirational and accessible, these brands pushed out some of the more accessible and budget brands that topped the list in months past.
The top 10 on the December 2014 Love List:
Readers: Did any of your favorite brands make the December 2014 edition of The Love List from Hootsuite?