Ben & Jerry’s and Häagen-Dazs are the two most strong ice cream brands in the US. They are also recognizable in other parts of the world through social media and marketing tactics.Both the brands deliver premium ice cream experience to their consumers. With multiple options and high-bufferfat content, which adds a creamy texture to their products both the brands have paved their way to the top.
Häagen-Dazs certifies itself as a high-end, luxury brand whereas Ben and Jerry’s prefer the image of the brand to be perceived as more responsible, ethical, fun, and trendy. Apart from this, both brands have multiple similarities. They target the same audience, which is young adults. Their pricing policies are quite similar, and even the packaging looks pretty much the same.
Since both brands cater to a similar target audience and deliver likewise products, it’ll be interesting to see how both of them maintain their exclusivity on social media platforms.
To compare both the brands and their social media activities, we analyzed their Key Indicating Parameters. We went through their activity (July 4, 2020- August 5, 2020) on all platforms to look at which brand was able to scoop out more likes, comments and mentions through their social sundae!
Ben and Jerry’s
– Social Mentions:
Considering all the Mentions posted by Ben and Jerry and audience handles, its social media potential reach extended up to 16M within a month. A hike in Mention happened during mid of July when it reached up to 879. With 724.4K social media interactions combined and 3.1M social media engagements in terms of brand shares, comments, and replies, it was able to generate a buzz on digital platforms.
– Sentiment Analysis:
Social media Mentions were either positive or negative. Positive mentions saw a rise on 6th July whereas negative mentions were the highest on 21st July.
– Mention Analytics:
Tapping through all the digital channels, Ben and Jerry made a huge impact on Twitter as it had the maximum number of Mentions, followed by Facebook comments, Instagram, LinkedIn, Facebook posts, Articles, Instagram stories and customer reviews.
– Keyword Analysis:
‘Ben and Jerry’s’ became the most popular search keyword on LinkedIn among all the platforms. The same keyword also had the maximum number of negative Mentions by the audience.
– Hashtag and Buzzword Analysis:
Apart from keywords, many brand related hashtags became popular on multiple social media platforms. Among all the online platforms mentioned above, Instagram had the maximum number of Hashtag Mentions with a total of 268 Mentions for the keyword ‘#benandjerrysicecream’. It also became the highest performing Hashtag Mentions with a total of 34 Mentions on 24th July. #benandjerrysicecream was used by the audience the most for a total of 312 times.
Some other popular hashtags and buzzwords related to Ben and Jerry trending on social media between July 4, 2020-August 5, 2020 were:
Hashtags: #benandjerrys #icecream #qualifiedimmunity #cookiedough #foodporn
Buzzwords: ice cream, Ben & Jerry’s, Graveyard, Vermont, Wavy Gravy
– Account summaries:
| Platform | Total tweet/posts | Engagement | Average Engagement | Followers | Result |
| 126 | 32.2K | 256 | 455.1K | Maximum engagements forTwitter was done on 24th July. | |
| 49 | 17.5K | 356 | 8.8M | Maximum engagements for Facebook was done on 31st July. | |
| 16 | 590.1K | 36.9K | 1.5M | Maximum engagements forInstagram was done on 24th July. |
– Audience Analysis:
Among Ben and Jerry’s target audience, Micro-influencers and Social profiles formed the majority of influencers and were most active on LinkedIn. Considering the spoken language of the audience, English topped with 99% and the majority of the population was male (62.3%) among the audience.
Häagen- Dasz:
– Social Mentions:
Considering all the mentions posted by Häagen Dasz and audience handles, its social media potential extended up to 16.8M within a month. Mentions saw a constant growth with time and it grew up to 175 Mentions on 30th July. The brand was able to generate 121.3K social media interactions combined and 132.8K social media engagements in terms of brand shares, comments, and replies.
– Mention Analytics:
Tapping through all the digital channels, Häagen Dasz made a huge impact on Instagram (1363), followed by Facebook posts, Twitter, LinkedIn, Articles, Consumer Reviews, Instagram stories and Facebook Comments.
– Keywords:
‘Häagen- Dasz’ became the most popular keyword on the Facebook posts.
– Hashtag and Buzzword Analysis:
Apart from keywords, many hashtags became popular on multiple social media platforms. Among all the online platforms mentioned above, Instagram had the maximum number of Hashtag Mentions with a total of 1178 Mentions for the keyword #haagendasz. It also became the highest performing Hashtag Mentions with a total of 141 mentions on 24th July.
To track the audience response to the brand, here’s a performance comparison between brand used hashtags vs the hashtags used by the audience.
- #haagendazs was used by the audience the most for a total of 1582 times.
- #haagendazsindia was used by the brand the most for a total of 1 time.
Some other popular hashtags and buzzwords related to Häagen- Dasz are as follows:
Hashtags: #haagendazs #icecream #summer #dessert #häagendazs
Buzzwords: Häagen-Dazs, ice cream, India, Baskin-Robbins, Madagascar
| Platform | Total tweet/posts | Engagement | Average Engagement | Followers | Result |
| 0 | 0 | 0 | 4.3M | No new posts during July 5, 2020 to August 4, 2020 | |
| 2 | 704 | 352 | 6K | Maximum engagements forInstagram were done on 17thJuly. |
– Audience analysis:
Among the target audience, Social profiles formed the majority of influencers and were most active on Twitter. Considering the spoken language of the audience, English topped with 81.2% and the majority of the population was female (31.6%) among the audience.
Conclusion:
– Both brands attracted different target segments. Ben and Jerry’s had more male population responding to their online content while the female population dominated Häagen-Dasz’s content.
– Ben and Jerry’s social media Mentions were much more compared to the other brand.
– Ben and Jerry’s were also more active on their social media platforms unlike Häagen-Dasz within the course of one month.
– Ben and Jerry’s have a considerable amount of positive and negative mentions within a month. We couldn’t track sentiments on Häagen-Dasz’s due to less social media activity by the brand.
– Last but not the least, we found out that brand names are the most popular keywords among the audience.
