Personal CareSocial Media ReportJanuary 1st – May 31st, 2017

Table of Contents• Industry Insights

• Leaderboards

• Share of Voice Snapshot

• Audience Size

• Facebook Posts vs. Engagement

• Tweets vs. Engagement

• Instagram Posts vs. Engagement

• Likes & Comments

• Facebook – Reach & Impressions

• Facebook – Organic & Promoted Posts

• Top Campaigns on Facebook

• Top Campaigns on Twitter

• Hashtags (Twitter & Instagram)

• Customer Service (Reply Time & Response Rate)

• Timing Analysis

• Most Engaging Content

• Key Takeaways

Brands analyzed in this report include: The Honest Company, Method, Pampers, Soft Soap, Tampax, U by Kotex, Charmin,

Angel Soft, Always, Cottonelle, Huggies, Kleenex, Harry's, Dollar Shave Club, Dial, Gillette.

Industry Insights

• With a growth rate of 18%, Method enjoyed the highest Follower Growth Rate on Facebook.

• Charmin replied the fastest on Twitter, with a response time of 1 hour and 41 minutes.

• With a growth rate of 64%, Gillette enjoyed the highest Follower Growth Rate on Instagram.

• The average length of a YouTube video by a Home Care Brand was 2 mins, 19 seconds.

• The Honest Company added Pins at the highest rate of 17% on Pinterest.

Leaderboards

Network

Highest Audience

Size

Dollar Shave Club

(3,146,720)

Pampers

(158,765)

The Honest Company

(714,394)

Highest

Growth

Harry's

(15.29%)

Method

(17.88%)

Gillette

(63.39%)

Highest

Engagement

Angel Soft

(1,000)

Pampers

(371)

Tampax

(360)

Share Of Voice Snapshot

Network

Most Number of

Posts

The Honest Company

(180)

The Honest Company

(376)

The Honest Company

(294)

Most Number of

Likes

Kleenex

(237,593)

The Honest Company

(7,965)

The Honest Company

(1,155,213)

Most Number of

Comments

Dollar Shave Club

(16,617)

Pampers

(1,544)

The Honest Company

(23,836)

0.00MM 0.50MM 1.00MM 1.50MM 2.00MM 2.50MM 3.00MM 3.50MM

Dollar Shave Club

Gillette

Pampers

The Honest Company

Huggies

Dial

Charmin

Method

Tampax

Kleenex

Instagram Twitter Facebook

Audience SizeAll of the brands were fairly active on Facebook with Dollar Shave Club having the largest Facebook audience

(3,146,720) and Kleenex having the smallest audience (562,447). The Honest Company had the largest

audience on Instagram (714,394). Pampers had the largest Twitter audience (158,765).

0 200 400 600 800 1,000

Angel Soft

Kleenex

Huggies

Method

Pampers

The Honest Company

Charmin

Harry's

Cottonelle

Soft Soap

Number of Facebook Posts Engagement

Facebook Posts vs. EngagementAngel Soft had the best engagement on Facebook (1,000) even though they had only 6 Posts. The

Honest Company published 180 Posts with an engagement of 317.

0 50 100 150 200 250 300 350 400 450

Pampers

Charmin

Angel Soft

Dial

Tampax

Always

Harry's

UbyKotex

Method

The Honest Company

Number of Tweets Engagement

Tweets vs. EngagementPampers had the highest engagement (371) with a total of 35 Tweets. The Honest Company tweeted the

most (398) but had the least engagement (86).

0 50 100 150 200 250 300 350 400

Tampax

Harry's

UbyKotex

Always

The Honest Company

Method

Huggies

Kleenex

Cottonelle

Dollar Shave Club

Number of Instagram Posts Engagement

Instagram Posts vs. EngagementTampax had the highest engagement (360) even though they only posted three times. The Honest Company

posted the most on Instagram (294) but only had an engagement of 266.

Total Likes

0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000

Kleenex

Method

The Honest Company

Pampers

Huggies

Dial

Dollar Shave Club

Harry's

Cottonelle

UbyKotex

Instagram Twitter Facebook

Kleenex had the most likes on Facebook (237,593), while The Honest Company performed the best

on Twitter (7,695) and Instagram (1,155,213).

Total Comments

0 5,000 10,000 15,000 20,000 25,000 30,000

Dollar Shave Club

The Honest Company

Kleenex

Pampers

Huggies

Method

Harry's

Angel Soft

UbyKotex

Charmin

Instagram Twitter Facebook

The Dollar Shave Club had the most comments on Facebook (16,617) while Pampers had the most

comments on Twitter (1,544). The Honest Company had the most comments on Instagram (23,836).

0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000

Kleenex

The Honest Company

Method

Huggies

Dollar Shave Club

Angel Soft

Pampers

Harry's

Dial

Cottonelle

Reach Impressions

Facebook –Reach & ImpressionsKleenex had the best Reach and Impressions (54,037,698 and 32,566,663) while Cottonelle reached only

1,442,980 and could only generate 2,394,332 Impressions.

0 20 40 60 80 100 120 140 160 180

Method home

Dollar Shave Club

Kleenex

Dial

The Honest Company

Cottonelle

Angel Soft

Huggies

Pampers

Harry's

U by Kotex

Number of Organic Posts Number of Promoted Posts

Facebook –Organic & Promoted PostsU by Kotex promoted the least number of Posts (1) out of their 93 Posts, while Method promoted the most

Posts (57 out of 61).

549

220

48

25

21

2

2

17

3

3

0 100 200 300 400 500 600

#DSCturns5 (Dollar Shave Club)

Valentine's Day (Harry's)

#LikeAGirl (Always)

#IEM (Gillette)

#CribsieAwards (The Honest Company)

Number of Facebook Posts Engagement

Top Campaigns on FacebookThe Dollar Shave Club had the best engagement (549) for the DSCturns5 campaign for which they posted only twice. The campaign celebrated the company turning 5 and the most engaging content was the online bashing of a razor piñata.

949

270

57

52

4

52

5

6

0 200 400 600 800 1,000

#SB51 (Gillette)

#LikeAGirl (Always)

#CribsieAwards (Honest)

#DSCturns5 (Dollar Shave Club)

Number of Tweets Engagement

Top Campaigns on TwitterGillette’s SuperBowl51 (#SB51) had the best engagement (949) even though they only posted 4 times. The

Dollar Shave Club’s #DSCturns5 campaign did not perform as well on Twitter with an engagement of 52 on

Twitter after they posted 6 times.

0 20 40 60 80 100

#fearnomess (Method)

#findyourfitness (UbyKotex)

#honestmoments (The Honest Company)

#likeagirl (Always)

#enjoythego (Charmin)

Number of Brand Tweets

Hashtags - TwitterMethod tweeted their #fearnomess hashtag the most (94 times). The campaign was used to their market

their cleaning products on Twitter.

0 10 20 30 40 50 60

#pms (UbyKotex)

#soap (Method)

#dollarshaveclub (Dollar Shave Club)

#confidentgirls (Always)

#memorylane (Harry's)

Number of Instagram Posts

Hashtags – InstagramU by Kotex used their #pms hashtag the most, with 53 Posts on Instagram. The campaign gave their

audience tips on having a happy period and publicized U by Kotex’s various feminine hygiene products.

Customer Service –Reply Time (in minutes)

0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000

Charmin

Kleenex

Cottonelle

Huggies

Method

Angel Soft

Dollar Shave Club

Pampers

Harry's

The Honest Company

Reply Time on Twitter Reply Time on Facebook

Huggies had the fastest reply time on Facebook (4 hours 20 minutes) and Charmin was the fastest to reply on

Twitter (1 hours 40 minutes). Dial had the longest reply time on Facebook (92 hours and 19 minutes) while U

by Kotex was the slowest to reply on Twitter (55 hours and 2 minutes).

Customer Service –Response Rate

0% 20% 40% 60% 80% 100%

UbyKotex

Harry's

Huggies

Method

Tampax

Cottonelle

Kleenex

Always

Angel Soft

The Honest Company

Response Rate on Twitter Response Rate on Facebook

Method had the best response rate on Facebook (90%) even though they had 67 Posts. The Honest Company

were the least responsive (9%) but had 180 Posts to reply to. U by Kotex were most responsive on Twitter

(78%) even though they had 1,233 Tweets to respond to. The Honest Company was the least responsive on

Twitter as well (6%).

Most Engaging Day of the Week Snapshot

Network

The Honest Company Wednesday Sunday Sunday

Method Friday Friday Saturday

Pampers Sunday Thursday N/A

Soft Soap Friday N/A N/A

Tampax Thursday Sunday Sunday

UbyKotex Saturday Saturday Tuesday

Charmin Thursday Thursday N/A

Angel Soft Monday Wednesday N/A

N/A - Brands have not been active during the time period or do not have a presence on the platform.

Most Engaging Day of the Week Snapshot

Network

Always Monday Saturday Friday

Cottonelle Monday Tuesday Tuesday

Huggies Friday Thursday Sunday

Kleenex Monday, Friday Wednesday Friday

Harry's Wednesday Friday Friday

Dollar Shave Club Monday Wednesday Wednesday

Dial Friday Thursday N/A

Gillette Thursday N/A N/A

N/A - Brands have not been active during the time period or do not have a presence on the platform.

Most Engaging Time of the Day Snapshot

Network

The Honest Company 8 PM-9 PM 9 AM-12 PM 8 PM-9 PM

Method 1 PM-2 PM 6 PM-9 PM 1 PM-2 PM

Pampers 12 AM-1 AM 12 PM-3 PM N/A

Soft Soap 12 PM-1 PM N/A N/A

Tampax 12 PM-1 PM 9 AM-12 PM 2 PM-3 PM

UbyKotex 11 AM-12 PM 9 AM-12 PM 10 AM-11 AM

Charmin 10 AM-11 AM 9 AM-12 PM N/A

Angel Soft 9 AM-10 AM 9 AM-12 PM N/A

N/A - Brands have not been active during the time period or do not have a presence on the platform.

Most Engaging Time of the Day Snapshot

Network

Always 8 AM-9 AM 9 AM-12 PM 12 PM-1 PM

Cottonelle 11 AM-12 PM 9 PM-12 AM 2 PM-3 PM

Huggies 9 AM-10 AM 9 AM-12 PM 7 PM-8 PM

Kleenex 10 AM-11 AM 3 PM-6 PM 5 PM-6 PM

Harry's 3 PM-4 PM 6 AM-9 AM 5 PM-6 PM

Dollar Shave Club 8 PM-9 PM 9 AM-12 PM 8 PM-9 PM

Dial 6 PM-7 PM 9 AM-12 PM N/A

Gillette 11 AM-12 PM N/A N/A

N/A - Brands have not been active during the time period or do not have a presence on the platform.

Most Engaging Facebook PostsKleenex

20-MAR-17, MON 11:00AM

Once homeless, this former student helps

others at his inner city school overcome

personal struggles ..

ENGMT. LIKES COMMENTS SHARES

1,000 21,910 454 6,354

Angel Soft

20-MAR-17, MON 7:00AM

March 21st is National Single Parent’s

Day. Surprised? So were these single

parents. Celebrate a sin ..

Kleenex

13-MAR-17, MON 11:00AM

Watch this story of a mentor who helped a

young woman become the first in her family

to graduate hig ..

ENGMT. LIKES COMMENTS SHARES

1,000 19,552 2,124 13,563

ENGMT. LIKES COMMENTS SHARES

1,000 12,390 255 1,846

Be nice to your behind with more softness.

#EnjoyTheGo

https://t.co/Kt6sFHc0du

23-Mar-17, Thu 09:58AM

ENGMT. FAV. REPLIES RETWEETS

1,000 5,660 466 831

Most Engaging Tweets

A better clean with fewer sheets.*

#EnjoytheGo. Click for coupon:

https://t.co/ddiD5WCZjY https://t..

#NeverAskAWoman are you on your period

or something?

25-May-17, Thu 10:25AM

ENGMT. FAV. REPLIES RETWEETS

986 899 100 208

30-Mar-17, Thu 09:42AM

ENGMT. FAV. REPLIES RETWEETS

965 388 9 155

Charmin Charmin UbyKotex

We picked out some really cute things to

mail you. Tag your best friend in the

comments for a chanc..

28-Mar-17, Tue 10:00AM

ENGMT. LIKES COMMENTS FILTER

887 820 415 Normal

Most Engaging Instagram Posts

Based on the amount of laundry we have to

do, we’re going to assume there are

people living here we..

25-May-17, Thu 08:00PM

ENGMT. LIKES COMMENTS FILTER

773 5,477 3,190 Normal

18-May-17, Thu 08:14PM

ENGMT. LIKES COMMENTS FILTER

759 18,726 352 Normal

UbyKotex The Honest Company The Honest Company

We’re gearing up for summer with a

giveaway! Here’s what you need to

do to enter for a chance to wi..

Key Takeaways

• Home Care brands had 2.5x times more engagement on Facebook than Twitter and twice that of

Instagram.

• Home Care companies promoted 22.5% of their Posts in the given time period.

• The Super Bowl (#SB51) hashtag by Gillette had the best engagement among all campaigns on all

platforms.

• Brands that were more active promoted fewer Posts on Facebook.

Thank You

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