Explore the social media performance of Personal Care brands on Facebook, Twitter and Instagram. Access key takeaways and top line metrics on engagement, campaigns, and top posts.

1. Personal Care
Social Media Report
January 1st – May 31st, 2017

2. 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.

3. 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.

4. 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)

5. 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)

6. 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 Size
All 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).

7. 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. Engagement
Angel 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.

8. 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. Engagement
Pampers had the highest engagement (371) with a total of 35 Tweets. The Honest Company tweeted the
most (398) but had the least engagement (86).

9. 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. Engagement
Tampax 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.

10. 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).

11. 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).

12. 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 & Impressions
Kleenex 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.

13. 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 Posts
U by Kotex promoted the least number of Posts (1) out of their 93 Posts, while Method promoted the most
Posts (57 out of 61).

14. 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 Facebook
The 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.

15. 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 Twitter
Gillette’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.

16. 0 20 40 60 80 100
#fearnomess (Method)
#findyourfitness (UbyKotex)
#honestmoments (The Honest Company)
#likeagirl (Always)
#enjoythego (Charmin)
Number of Brand Tweets
Hashtags - Twitter
Method tweeted their #fearnomess hashtag the most (94 times). The campaign was used to their market
their cleaning products on Twitter.

17. 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 – Instagram
U 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.

18. Customer Service – Reply Time (inminutes)
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).

19. 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%).

20. 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.

21. 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.

22. 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.

23. 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.

24. Most Engaging Facebook Posts
Kleenex
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

25. 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

26. 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..

27. 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.

28. Thank You
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