Take a deep dive in to the social media metrics behind Gucci's social media efforts as it promotes its aspirational products to its worldwide fanbase.

1. GUCCI
on Social Media
Oct 01 2015 - Dec 31 2015
Cover Image Courtesy of Gucci FB

2. GUCCI: Social Media Report
This report looks at how
GUCCI
performed on social media between
October 1st – December 31st, 2015

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4. Analysis of
GUCCI
Facebook Page
Oct 01, 2015 - Dec 31, 2015

5. Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
15,154,987 309,385 2.08%
United
States
Mostly Older, Female and
Attached.
GUCCI

6. Engagement Score |
32
Total Posts
169
Total Likes
143,197
Total Comments
3,843
Total Shares
13,544
BRAND POSTS
Brand Overview

7. 14,650K
14,700K
14,750K
14,800K
14,850K
14,900K
14,950K
15,000K
15,050K
15,100K
15,150K
15,200K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
15,154,987
New Fans
309,385

8. Engagement
0
250
GUCCI had an average engagement score of 32 and a highest of 147.

9. Community Analysis
GUCCI fans are mostly Older, Female and Attached. GUCCI fans are largely from United States followed by
Mexico.
Fan Demographics Distribution of Fans
46%
54%
male female
0% 10% 20% 30% 40%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 500K 1,000K 1,500K 2,000K 2,500K 3,000K
United States
Mexico
Italy
India
France
Malaysia
United Kingdom
Brazil
Pakistan
Korea

10. 0
1
2
3
4
5
6
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Brand Posts
Top keywords used Frequency
Alessandro Michele 41
Cruise 2016 collection 40
2016 collection 38
Gucci 34
Gucci Gift edit 25

11. 1%
99%
Brand Participation Brand Non Participation
90%
3%
7%
Posititve Negative Neutral
Brand Posts - Engagement
GUCCI responded to 2 conversations generated by the 169
Posts they published.
GUCCI receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

12. Most Engaging Brand Posts
01-OCT-15, THU 11:42AM
A burst of rose-tinted geraniums in an
exclusive print flourishes over the new
accessory collection ..
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
224 4,829 108 848 Positive
27-OCT-15, TUE 2:05PM
Featured on the top handle bag from
the Cruise 2016 collection designed by
Alessandro Michele, the W ..
03-NOV-15, TUE 5:31PM
“#GucciGram is a starting point to tell
different stories, which are all united
by great freedom. To ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
133 4,188 110 306 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
130 4,339 318 168 Positive
NO IMAGE NO IMAGE NO IMAGE

13. Brand Posts
Days of the week
0 5 10 15 20 25 30 35
0 5 10 15 20 25 30 35 40 45 50
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts

14. Campaign Intel
0 2 4 6 8 10 12 14 16
0 20 40 60 80 100 120
Gucci Tailoring collection
GG Blooms Collection
Fall Winter 2015 collection
Number of Posts
Engagement Score
Engagement Score Number of Posts
This is the performance of a selection of Gucci campaigns that have been tagged and tracked
by Unmetric and are not restricted to the time period analyzed

15. Analysis of
Gucci
Twitter Account
Oct 01, 2015 - Dec 31, 2015

16. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
2,747,012 413,140 17.70% United States
Gucci
@gucci

17. Engagement Score
93
Total Proactive Tweets
429
Retweets Total
3
Favorites Total
73,258
Total Mention
19,578
Total Retweets
47,025
BRAND TWEETS USER TWEETS
Brand Overview

18. 2,100K
2,200K
2,300K
2,400K
2,500K
2,600K
2,700K
2,800K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Follower Growth
Total Followers
2,747,012
New Followers
413,140

19. 0K
0K
0K
0K
0K
0K
0K
0K
0K
0K
0K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Followee Growth
Total Followees
339
New Followees
3

20. Engagement
0
250
500
750
1,000
Gucci had an average engagement score of 93 and a highest of 933.

21. 0
5
10
15
20
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
429 3

22. To accept @onedirection’s awards
onstage at @TheAMAs, Harry
Styles wore a #GucciSS16 neck
bow and y..
23-Nov-15, Mon 10:51AM
ENGMT. FAV. REPLIES RETWEETS
998 6,623 88 7,971
Top Engaging Tweets
To the @TheAMAs, Harry Styles wore a
#GucciSS16 herbarium printed
cotton crêpe suit, black shirt an..
On the @TheAMAs red carpet, Harry
Styles wore a #GucciSS16
herbarium printed cotton crêpe
suit. htt..
23-Nov-15, Mon 12:16PM
ENGMT. FAV. REPLIES RETWEETS
994 5,151 68 6,357
23-Nov-15, Mon 09:02AM
ENGMT. FAV. REPLIES RETWEETS
989 4,418 90 5,607
NO IMAGE NO IMAGE NO IMAGE

23. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 50 100 150 200 250 300 350 400 450
0 50 100 150 200 250
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

24. 0 20 40 60 80 100 120
0 1000 2000 3000 4000 5000 6000 7000 8000
#gucciss16*
#guccicruise16*
#guccigift*
#gucci*
#snapchat*
#alessandromichele*
#guccigram*
#ggblooms*
#artandfilm*
#guiltynotguilty*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

25. 0
500
1000
1500
2000
2500
3000
3500
4000
4500
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
gucciss16 guccicruise16 guccigift gucci snapchat
Spread of Hashtags by day

26. 0 50 100 150 200 250 300 350 400 450 500
#guccigift*
#ggblooms*
#alessandromichele*
#gucci*
#guccicruise16*
#snapchat*
#artandfilm*
#guccigram*
#gucciss16*
#guiltynotguilty*
Engagement Score
Hashtags - Engagement

27. Average Response Rate : 0.0%
0
100
200
300
400
500
600
700
800
900
1000
1-Oct
3-Oct
5-Oct
7-Oct
9-Oct
11-Oct
13-Oct
15-Oct
17-Oct
19-Oct
21-Oct
23-Oct
25-Oct
27-Oct
29-Oct
31-Oct
2-Nov
4-Nov
6-Nov
8-Nov
10-Nov
12-Nov
14-Nov
16-Nov
18-Nov
20-Nov
22-Nov
24-Nov
26-Nov
28-Nov
30-Nov
2-Dec
4-Dec
6-Dec
8-Dec
10-Dec
12-Dec
14-Dec
16-Dec
18-Dec
20-Dec
22-Dec
24-Dec
26-Dec
28-Dec
30-Dec
MentionsandReplies
Replies Mentions
Customer Service

28. 0
500
1000
1500
2000
2500
3000
3500
4000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

29. 0
200
400
600
800
1000
1200
1400
12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM
Replies Mentions
Time of the Day

30. Total number of Retweets : 47,025
-5,000
0
5,000
10,000
15,000
20,000
25,000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Retweets of Brand Tweets Brand Tweets
Retweets

31. Total number of Mentions: 19,578
-200
0
200
400
600
800
1,000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
Mentions Brand Tweets
Mentions

32. Influencers
Name Followers Tweets
Vogue Magazine 10,384,309 10
Sonam Kapoor 8,607,581 1
John Legend 7,628,329 1
InStyle 3,867,262 1
Keith Lemon 3,548,331 2
TOP 5 INFLUENCERS

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