10 of America's biggest retail brands get their report card for their Back to School campaigns. Target stands out on Facebook with rapid fan growth while JCPenney scored the highest engaging post out of all brands. This year, brands used all the social networks to create holistic campaigns on Facebook, Twitter, YouTube, Pinterest and Instagram.

2. SO
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BENCHMARKING
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FOR BRANDS
THE

3. SO
ANALYSIS OF
BRANDS ON
FACEBOOK
Time Period: July 15- August 15, 2013

4. Facebook – An Overview
UNMETRIC SCORE FOR FACEBOOK
Brand Name Unmetric Score
Walmart 76
Target 62
Macy's 55
Kohl's 54
Best Buy 41
JCPenney 37
Office Depot 34
Kmart 23
Staples 18
OfficeMax 14
The Unmetric Score is a unique sector based social media score that takes in to account
various metrics, weighted and balanced to produce a single benchmarkable score.

5. Brand Name
Audience Engagement Community
Total Fans Fan Growth Admin Posts Engagement Fan Posts
% of Fan Posts
Admin
Responded
Walmart 32,180,032 3.41% 158 90 2,367 21.07%
Target 22,022,292 0.39% 39 40 2,769 20.2%
Macy's 11,945,393 1.97% 59 62 1,054 35.95%
Kohl's 10,560,461 0.76% 89 38 562 35.58%
Best Buy 6,759,376 0.29% 73 5 1,021 67.74%
JCPenney 4,275,101 3.51% 35 64 787 50.27%
Office Depot 445,635 11.16% 45 166 135 37.27%
Kmart 1,250,182 0.76% 88 8 625 0%
Staples 735,408 1.01% 45 6 272
0%
OfficeMax 344,048 2.21% 32 3 63 43.2%
Notable Brands & Metrics on Facebook
The Engagement Score is calculated based on the number of Likes, Comments, Shares and
Estimated Impressions each post gets. It enables easy comparison regardless of fan numbers.

6. Facebook – An Overview
BEST CAMPAIGNS OF THE MONTH
(Amongst these brands)
1. Target- School Takes a Lot, Target has it all
2. JCPenney- First Day Look
3. Macy’s- Macy’s Back To School
4. Kohl’s- Kohl’s First Day

7. Target
Target has a 360° social media campaign for Back to School promotions.
“School Takes a Lot. Target has it All.” is the campaign tagline.
Target had 3 engagement alerts
and one fan growth alert in the
time period analyzed.

8. JCPenney
JCPenney had the most engaging post among all brands. The post shown below received an
Engagement Score of 798. Other posts by JCPenney scored an average of 64.
Like many retail brands, JCPenney
had a Back to School themed cover
photo

9. Macy’s
Macy’s used #MACYSBTS for promotions of their back to school supplies and trends lineups .
Facebook is their primary medium for the BTS campaign .
Macy’s was one of the only brands to
create a Facebook album for their
BTS photos

10. Kohl’s
Kohl’s worked their campaign around the hashtag #KohlsFirstDayLook on all their social media
platforms. They also held a Pinterest sweepstakes contest.
These posts from Kohl’s were the highest engaging
posts from their BTS campaign, however, Khol’s saw
better engagement on their non-BTS posts

11. SO
ANALYSIS OF
BRANDS ON
TWITTER
Time Period: July 15- August 15, 2013

12. Twitter – An Overview
UNMETRIC SCORE FOR TWITTER
The Unmetric Score is a unique sector based social media score that takes in to account
various metrics, weighted and balanced to produce a single benchmarkable score.
Brand Name Unmetric Score
Target 63
Walmart 63
Macy's 57
Best Buy 51
Staples 48
JCPenney 43
Office Depot 38
Kmart 33
Kohl’s and OfficeMax were recently added to the Unmetric database and hence certain metrics
are unavailable.

13. Notable Brands & Metrics on Twitter
Brand Name Total Followers
Followers
Growth
Number of
Tweets
Reply %
Number of
Replies
Average
Response Time
Target 743,298 3.30% 523 65% 342 1:33:01
Walmart 357,153 2.86% 7,989 96% 7,662 0:37:45
Macy's 222,036 6.61% 1,725 93% 1,602 11:57:31
Best Buy 383,947 2.72% 162 26% 42 1:54:48
Staples 258,922 0.82% 1,408 93% 1,310 3:14:43
JCPenney 166,181 4.48% 2,119 90% 1,908 7:01:47
Office Depot 58,752 46.18% 383 73% 279 4:26:26
Kmart 23,211 18.39% 2,688 89% 2,403 3:14:43
Average Response Time is the amount of time it takes for the brand to reply to a tweet and is
formatted to HH:MM:SS

14. Twitter – An Overview
BEST CAMPAIGNS OF THE MONTH
(Amongst these brands)
1. Best Buy- #CollegeTech
2. JCPenney- #FirstDayLook
3. Kmart- #KmartBackToSchool
4. Staples- #StaplesHasIt

15. Best Buy
BestBuy regularly used the hashtag #CollegeTech and most of their proactive tweets contained
links. Their videos, of the same theme, stood out on YouTube.
Links to products and video ads made
up the bulk of Best Buy’s tweets

16. JCPenney
The brand extended its First Day Look campaign to Twitter. Although most of their tweets are
replies, the personalized style suggestions by experts took their campaign to the next level.
JCPenney usually takes the weekends
off, but on the weekend of 10th and 11th
the company really ramped up its
efforts

17. Kmart
#KmartBackToSchool is the brand’s key message for their Back To School campaign. A good
number of their tweets are questions. They also promoted their YouTube videos on Twitter.

18. Staples
The brand shared tips, engaged in conversation with followers and announced giveaways.

19. SO
ANALYSIS OF
BRANDS ON
YOUTUBE
Time Period: July 15- August 15, 2013

20. YouTube – An Overview
UNMETRIC SCORE FOR YOUTUBE
Brand Name Unmetric Score
Kmart 79
Target 50
Macy's 40
Office Depot 39
Walmart 32
JCPenney 30
Best Buy 23
Staples 18
OfficeMax 14
The Unmetric Score is a unique sector based social media score that takes in to account
various metrics, weighted and balanced to produce a single benchmarkable score.
Kohl’s was very recently added to the Unmetric database and hence certain metrics are not
available.

21. Notable Brands & Metrics on YouTube
Brand Name Total Views Views Growth
Number of
Subscribers
Subscribers
Growth
New Uploads
Average Video
Length
Kmart 30,396,666 16.07% 19,401 12.10% 5 1:11
Target 7,435,592 9.03% 15,534 7.80% 25 1:11
Macy's 4,300,779 -6.78% 8,631 1.40% 11 1:28
Office Depot 2,290,537 118.80% 5,144 23.80% 10 1:04
Walmart 5,892,540 3.14% 7,124 3.50% 41 0:32
JCPenney 102,822 4.09% 3,932 0.95% 8 1:03
Best Buy 8,463,326 62.07% 6,601 5.80% 23 0:56
Staples 413,455 3.28% 1,856 3.30% 12 0:33
OfficeMax 331,749 1.08% 248 2.50% 0 0

22. YouTube – An Overview
TOP VIDEOS OF THE MONTH
(Amongst these brands)
1. Kmart- New School Year Starts Here
2. Office Depot- Save on Back To School supplies
3. Walmart- More School for Your Money

23. Video Views Growth
Kmart
Kmart Back To School Layaway -- Yo Mama
Kmart Presents “My Limo” by Da Rich Kidzz
Two of Kmart’s videos performed well above the rest. These two videos (doubled as TVCs) have
garnered over 2 million views each.

24. Video Views Growth
Office Depot
The brand experienced the highest views growth and subscriber growth rate in the time period
analyzed. This was primarily from their tie up with boy band, One Direction, not the BTS videos.
This video was Office Depot’s most popular BTS
video and it saw higher growth than most of its
other videos

25. Walmart
Video Views Growth
Walmart showcases a playlist called ‘More School for your Money’ that contained six videos on
how to shop better for college and school. They also had ‘BTS Low Price Guarantee’ videos.

26. ANALYSIS OF
BRANDS ON
PINTEREST
Time Period: July 15- August 15, 2013

27. Pinterest – An Overview
UNMETRIC SCORE FOR YOUTUBE
Brand Name Unmetric Score
Target 46
Macy's 32
Walmart 27
Kohl's 22
Best Buy 20
JCPenney 17
Staples 14
Office Depot 12
OfficeMax 11
Kmart 7
The Unmetric Score is a unique sector based social media score that takes in to account
various metrics, weighted and balanced to produce a single benchmarkable score.

28. Pinterest– An Overview
Top Pins of the month
(Amongst these brands)
1. Target- Followers Gala
2. OfficeMax- Supplies and Decor
3. Kohl’s- Re-pin to Win
4.Walmart- Multiple Boards

29. Target

30. OfficeMax

31. Kohl’s

32. Walmart
Walmart is one of the very few brands to have multiple boards for their BTS campaign.

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globe. We work with Fortune 500 companies to help them establish benchmarks for their social media teams and social
media campaigns. The data provided by the Unmetric platform can be instrumental in facilitating understanding and
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