Social Media Face Off: Charmin vs. Cottonelle

Social Media Face Off: Charmin vs. Cottonelle image CharminvsCottonelleSocial Media Face Off: Charmin vs. Cottonelle

Yep, we’re going there. In this week’s Social Media Face Off we’re putting two leading toilet paper brands sheet-to-sheet to see which brand is the best in social. Both Charmin and Cottonelle have great commercials—hello adorable puppies and cartoon bears—and both have been upping their social media presence. We love Charmin’s popular hashtag #tweetfromtheseat and Cottonelle just had its first Twitter chat, #LetsTalkBums. Both brands are clearly embracing social—and bathroom humor—so we’re excited to see which brand comes out on top in this matchup.

In order to compare the brands on social, we set up search streams for each brand in the uberVU platform and compared the results from the past two weeks to determine our winner.

Let’s find out which brand is on a roll in social.

Round One: Mentions

Looks like Cottonelle’s Twitter chat came at just the right time for this face off. With 13,464 mentions, Cottonelle had almost five times as many mentions as Charmin, who brought in 2,882 mentions. As you can see Cottonelle hit a spike in mentions on September 19th, which was the day of the #LetsTalkBums Twitter chat.

Social Media Face Off: Charmin vs. Cottonelle image Screen Shot 2013 09 26 at 12.38.19 PMSocial Media Face Off: Charmin vs. Cottonelle

Winner: Cottonelle

Round Two: Sentiment

So Cottonelle had the most mentions, but were the majority of mentions positive or negative? Looks like a good amount were positive—29%, which topped Charmin’s 27%. Cottonelle wins in positivity and gets an extra point for also having a lower amount of negative mentions—14% compared to Charmin’s 20%.

Social Media Face Off: Charmin vs. Cottonelle image Screen Shot 2013 09 26 at 12.38.26 PMSocial Media Face Off: Charmin vs. Cottonelle

Winner: Cottonelle

Round Three: Conversation Mapping

With a score of 2-0 it’s not looking good for Charmin. Let’s see if the brand can get a win with its conversation map. By using uberVU’s conversation maps we are able to take a closer look at what exactly is being discussed about each toilet paper brand in social. Both brands’ maps contain product-related phrases like “rolls,” “wipes,” and “pk dispenser,” but they differ in what marketing efforts are being buzzed about. With words like “bears” and “commercials” trending for Charmin, it looks like people like talking about the brand’s advertising. So while Charmin is getting buzz for its traditional advertising, Cottonelle is creating traction with its latest social efforts with words related to its Twitter chat trending – “Twitter Party,” “bum,” and “talk.” We love that Cottonelle is inspiring social buzz in social. Plus, the brand gets points for also having “love” on its map.

Social Media Face Off: Charmin vs. Cottonelle image Screen Shot 2013 09 26 at 12.38.36 PMSocial Media Face Off: Charmin vs. Cottonelle

Winner: Cottonelle

Overall Winner: Cottonelle

With win in overall mentions, sentiment and conversation mapping, we declare the winner of this Social Media Face Off to be Cottonelle. One could argue the timing of this face off was on the brand’s side with its recent Twitter party, which is true but what’s also true is the brand is embracing social and social is embracing it right back, which always wins points with uberVU.

Want to see how your social stacks up against your biggest industry rival? Get a custom Social Media Face Off report!

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