recent coverage of the fast food, pharma, tech & auto ...€¦ · 17/9/2020 · the young...

Sept 2020

Brands update: Recent coverage of the fast food, pharma, tech & auto industries

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BRANDS UPDATE: FAST FOOD, PHARMA, AUTO, & TECH

Table of contents

INTRODUCTION

1. Brands update Exploring brand industries (p. 3)

FAST FOOD BRANDS

2. Most engaged brands Top fast food brands measured by total engagements with all web articles (p. 5)

3. Top articles The most engaged individual articles referencing fast food brands (p. 6)

4. Top Facebook posts The most engaged individual Facebook posts referencing fast food brands (p. 7)

PHARMACEUTICAL BRANDS

5. Most engaged brands Top pharmaceutical brands measured by total engagements with all web articles (p. 9)

6. Top articles The most engaged individual articles referencing pharmaceutical brands (p. 10)

7. Top Facebook posts The most engaged individual Facebook posts referencing pharmaceutical brands (p. 11)

AUTOMOBILE BRANDS

8. Most engaged brands Top automobile brands measured by total engagements with all web articles (p. 13)

9. Top articles The most engaged individual articles referencing automobile brands (p. 14)

10. Top Facebook posts The most engaged individual Facebook posts referencing automobile brands (p. 15)

TECHNOLOGY BRANDS

11. Most engaged brands Top technology brands measured by total engagements with all web articles (p. 17)

12. Top articles The most engaged individual articles referencing technology brands (p. 18)

13. Top Facebook posts The most engaged individual Facebook posts referencing technology brands (p. 19)

14. Key takeaways A summary of the report and of our key findings on the topic (p. 21)

WHAT YOU WILL LEARN IN THIS REPORT

• The brands most cited across fast food, pharmaceutical, technology, and automobile verticals

• The top web articles about brands across industries

• The top Facebook posts about brands across industries

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2*Source NewsWhip Analytics from June 1st - August 31st 2020 only.

More attention has shifted to brands as the world looks forward to recovering from the many complications of the coronavirus pandemic, and contends with an environment of racial inequity. The actions of industry-leading brands are magnified, and potentially vulnerable to scrutiny, as customers digitally seek information and connection.

Brands across all industries have been impacted, but some are repositioning themselves to best meet their customers’ new needs, such as Chipotle expanding drive-thrus (“Chipotlanes”) or Yum! Brands reporting that its Taco Bell, Pizza Hut and KFC restaurants earned $3.5 billion solely from digital orders from April through June.

The opposite is true with some brands, especially automakers, who see significant challenges ahead. The hesitancy toward public transportation that normally would have bolstered new car sales is moot as auto plants resume production after extended periods of quarantines, lockdowns, and high national unemployment.

This report will analyze how some of the top brands in fast food, pharmaceutical, tech, and automobile industries have fared more recently in the press between the beginning of June and the end of August.

Brands update

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Brands update: Fast food brands

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Fast food: Most engaged brands

Starbucks was the fast food brand that generated the most reactions among major fast food brands, with stories about the brand exceeding 19 million engagements between June and August.

The gap was sizable between the brand generating the most reactions and the rest on the top ten list below. Wendy’s and Chick-fil-A followed with 11.8 million and 7.4 million engagements respectively.

While the top ten brands each generated well over 1 million engagements from articles dis-cussing them, not all of the context surrounding the mentions are considered positive.

This was especially the case for Starbucks, even though its economic performance positioned the brand at no. 2 in QSR Magazine’s top 50 rankings for 2020 before the pandemic began. Much of the engagement related to Starbucks, for example, had to do with articles that stated the brand temporarily barred staff from wearing Black Lives Matter attire.

Starbucks

Wendy's

Chick-fil-A

Taco Bell

McDonald's

Dunkin'

Pizza Hut

Chipotle

Burger King

KFC 1,332,604

1,903,512

3,633,883

4,372,541

4,440,105

5,315,681

5,901,775

7,370,363

11,786,349

19,133,026


Fast food brands by engagement with articles (Facebook, Twitter, Pinterest)

https://www.qsrmagazine.com/reports/2020-qsr-50





Fast food brands: Most engaging articles

As mentioned, although articles referencing Starbucks drove the most engagement for a fast food brand, the top articles were critical.

The top article, from The Hill, which had 2.9 million engagements focused on Starbucks’ ban of Black Lives Matter apparel. One article from CNN covered the brand reversing its decision but it generated only a fraction of the engagement.

For brands such as Taco Bell, Pizza Hut, and Wendy’s, there were some unexpected mentions. News about the political donations made by a franchisee, who owns multiple restaurants, was the dominant narrative associated with the brands.

Other articles cited fast food restaurants in connection to crime scenes. For Wendy’s in particular this was the case after Rayshard Brooks was killed by police in a parking lot and there were subsequent riots at the location. Chipotle too had a high-profile article, from NBC News, about an incident that occurred outside the restaurant.

Chick-fil-A was the only restaurant during this time period to have articles discuss statements made by its CEO Dan Cathy. An article from Babylon Bee, a satirical site, that had 1.5 million engagements imagined a satirized version of the CEO’s statements against racism.

Website Headline Engagement

thehill.com Starbucks bans employees from wearing anything in support of Black Lives Matter

2,862,459

foxbusiness.com Taco Bell, Pizza Hut, Wendy's franchisee gives $200K more to Trump reelection campaign

2,069,694

msn.com Starbucks bans employees from wearing anything in support of Black Lives Matter

1,496,480

babylonbee.com Chick-Fil-A Now Open On Sunday But Only For Black People 1,485,654

msn.com Taco Bell, Pizza Hut, Wendy's franchisee gives $200K more to Trump reelection campaign

1,384,612

dailywire.com Rioters Torch Justice Center In Seattle, Attack Stores At Apartment Complex, Hit Store Owners

997,939

forbes.com Starbucks Flips: Employees Can Now Wear Black Lives Matter Attire 974,784

nbcnews.com Couple who pulled guns on Black mother and daughters charged with felony assault

764,515

theblaze.com Chick-fil-A CEO suggests white people shine the shoes of black people to express 'shame' over racism

749,208

cnn.com Starbucks reverses its stance and will now let baristas wear 'Black Lives Matter' apparel

593,763


Most engaged articles mentioning fast food brands


Fast food brands: Most engaging Facebook posts

While a few of these themes carried over to Facebook, the top posts about fast food brands tended to carry a very different tone.

The top post from Tasty dished on how to order from the secret Starbucks menu and The Dodo’s video featured, possibly, the smallest Chick-fil-A fan. Each of the videos generated more than 200k engagements. There were also a few nostalgic posts about a McDonald’s commercial from the past and Miranda Lambert reminiscing about childhood Dairy Queen blizzard drinks.

Black Lives Matter and police posts came to a bit of a clash. There were several posts focused on Chick-fil-A CEO Dan Cathy’s statements in response to racial injustice. On the other end, there were also posts about a cop sharing a Chick-fil-A meal with a homeless person. Then there was Peggy Hubbard’s post about the death of Rayshard Brooks, which occurred in a Wendy’s parking lot.

Facebook Page Post Type Summary Of Post Engagement

Tasty Native Video

Here's how to order your next Starbucks specialty. Thanks to: instagram.com/samthebarista_

317,612

The Dodo Native Video

This woman takes her rescue squirrel to Chick-fil-A every morning 😍

248,916

Breitbart Photo After calling for whites to repent for racism, Chick-fil-a’s CEO Dan Cathy got down and shined rapper Lecrae’s shoes on stage in front of the video broadcast.

160,153

Peggy Hubbard Photo He was out on COV19 release. he was passed out drunk in a Wendy's restaurant drive thru. He resisted arrest. He some how got a hold of a police officer's tazer […]

127,694

FOX 13 News - Tampa Bay

Link A bystander watched the deputy get out of his patrol car and pull up a chair next to a homeless man. He then handed him some Chick-fil-A and the two enjoyed a meal together […]

109,873

The Daily Show Native Video

From Starbucks to the golf course to dollar stores, White people are unnecessarily calling the cops on Black people. […]

97,367

The Young Turks Native Video

Taco Bell Worker Says He Was Fired For Wearing Black Lives Matter Mask #TacoBell #BLM #BlackLivesMatter

88,137

Open Court Native Video

Larry Bird Vs Michael Jordan - McDonald's Commercial Still the greatest commercial EVER!

88,057

Miranda Lambert

Photo […] Sometimes after school we got a Dairy Queen blizzard. (Can I get an amen on the Oreo blizzard anyone?) […]

86,130

Fox News Link A photo of a Florida sheriff ’s deputy and homeless man eating Chick-fil-A for lunch together has gone viral on social media with thousands of shares.

78,087

7

Most engaged Facebook posts mentioning fast food brands

*Source NewsWhip Analytics from June 1st - August 31st 2020 only.

www.newswhip.com


Brands update: Pharmaceutical brands

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Pharmaceuticals: Most engaged brands

Most of the most mentioned pharmaceutical brands are involved in treating COVID-19 or working to develop a vaccine.

While the clinical trial portion of vaccine development in the U.S. consists of three phases, it typically takes several years to become a licensed vaccine. Moderna, whose vaccine is currently in a phase 3 trial, generated more than 1.7 million reactions from articles it was mentioned in between June and August.

The only other brand to generate more than a million engagements was Gilead, known for its antiviral medication Remdesivir that is being used to treat COVID-19 patients.

Pfizer, who has already secured contracts to supply doses to several countries once it is proven safe, just missed the 1 million mark, by earning 980,000 engagements, related to its work to develop a vaccine in partnership with BioNTech.

Moderna

Gilead

Pfizer

AstraZeneca

BioNTech

Novavax

Johnson & Johnson

Bayer

GSK

Merck 103,080

151,770

160,545

235,220

339,924

354,041

774,015

980,205

1,535,374

1,721,451


Pharma brands by engagement with articles (Facebook, Twitter, Pinterest)


Pharmaceutical brands: Most engaging articles

Drug pricing was the most popular topic across pharmaceutical companies, which was mentioned in six of the top ten articles.

Gilead had some of the most high-profile mentions, all of which referred to the high price point of Remdesivir, including the no. 1 article from NBC News which had 494,000 engagements. The levels of engagement with articles about pharmaceuticals greatly varied, with the tenth ranked article from the New York Times coming in at 56,000 reactions.

Bill Gates was the only individual to appear among brand headlines. The philanthropist discussed drug funding and lauded AstraZeneca and Novavax for developing more affordable vaccines. Engagement with this Gates article could have deeper implications as the billionaire has been the subject of several conspiracy theories this year.


nbcnews.com Drug company to charge thousands for coronavirus treatment 494,110

cnbc.com Gilead's coronavirus treatment remdesivir to cost $3,120 per U.S. patient with private insurance

155,605

vox.com Bill Gates is spending $150 million to try to make a coronavirus vaccine as cheap as $3

94,208

cnn.com Oxford's Covid-19 vaccine appears safe and induces immune response, early results suggest

92,317

abcnews.go.com Moderna says everyone in coronavirus vaccine trial developed antibodies

89,017

theweek.com Gilead's coronavirus drug remdesivir will cost over $3,000 80,642

billmoyers.com Gilead Is Profiteering Off A COVID Drug We Already Paid For – BillMoyers.com

64,680

reuters.com AstraZeneca agrees to supply Europe with 400 million doses of COVID-19 vaccine

58,768

statnews.com A powerful law gives HHS the right to take control of remdesivir - STAT

58,128

nytimes.com Some Vaccine Makers Say They Plan to Profit From Coronavirus Vaccine

56,420

10

Most engaged articles mentioning pharma brands


https://www.cnbc.com/2020/07/22/bill-gates-denies-conspiracy-theories-that-say-he-wants-to-use-coronavirus-vaccines-to-implant-tracking-devices.html









Pharmaceutical brands: Most engaging Facebook posts

Engagement was significantly lower with Facebook posts about pharmaceutical companies, the top post receiving fewer than 68,000 reactions.

The posts did have a tendency to refer to multiple brands, with an emphasis on profit.

It was also immediately apparent that posts about drug pricing most often came from Pages associated with democrats.

Six of the top ten posts came from the U.S. Senator Bernie Sanders or Bernie Sanders Pages. An additional two top posts came from Occupy Democrats and Robert Reich.


U.S. Senator Bernie Sanders

Link Gilead's coronavirus treatment remdesivir to cost $3,120 per U.S. patient with private insurance

67,585

Occupy Democrats

Link Drug company to charge thousands for coronavirus treatment

52,586

U.S. Senator Bernie Sanders

Link A powerful law gives HHS the right to take control of remdesivir - STAT

52,551

Hashem Al-Ghaili

Photo This Week in Science (27 July – 2 August, 2020) - Moderna’s Vaccine: https://bit.ly/30nt3Ei - BioNTech’s Vaccine: https://bit.ly/30mwFGg […]

51,967

Bernie Sanders Link Pharmaceutical giants have added $51 billion to their market value in 2020 as they scramble to develop a coronavirus vaccine

50,774

Bernie Sanders Link Pfizer CEO Says Companies Should Make Profit On Covid-19 Vaccines

40,769

Hashem Al-Ghaili

Native Video

Moderna’s COVID-19 vaccine enters Phase 3, the final testing stage.

37,448

Bernie Sanders Status […] 91 corporations paid nothing in federal incomes taxes after making billions in profits, including: Amazon, Netflix, General Motors, Chevron, FedEx, Eli Lilly […]

33,641

Bernie Sanders Status […] the CEO of Moderna became a billionaire overnight after his company received $483 million from the Trump Administration […] Gilead is charging over $3,000 for a COVID-19 drug that costs $10 to manufacture […]

33,239

Robert Reich Link Trump has no problem letting billionaires profit off the pandemic | Robert Reich

31,784

11

Most engaged Facebook posts mentioning pharma brands


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Brands update: Automobile brands

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Automobiles: Most engaged brands

Ford and Tesla generated the most interest, each of which had more than 4.3 million engagements, from articles mentioning the top auto industry brands.

Back in March, General Motors, Ford and Fiat Chrysler shut down U.S. factories to mitigate the spread of the coronavirus. Most of the plants remained closed for about two months, gradually reopening again in May.

The context, however, surrounding Ford mentions between June and August centered on employee attitudes toward law enforcement rather than anything to do with the coronavirus.

General Motors ranked third among the brands, with 1.6 million engagements. After this, engagement significantly dropped off. Each of the other top brands tallied between 200,000 and 850,000 engagements.

Ford

Tesla

General Motors

Toyota

Hyundai

BMW

Honda

Chrysler

Nissan / Mitsubishi / Renault

Volkswagen 217,988

402,037

429,340

511,822

529,514

723,385

836,781

1,628,618

4,315,833

4,433,157


Automobile brands by engagement with articles (Facebook, Twitter, Pinterest)


Automobile brands: Most engaging articles

Similar to fast food, much of the engagement around articles about auto brands stemmed from articles focusing on racial tension.

The top article about Ford, from Law Enforcement Today, had more than 700,000 engagements. It pointed out that the Ford Foundation donated to Black Lives Matter while Ford still creates vehicles for police officers. Another article from Law Officer focused on this aspect, but three other articles highlighted employees asking Ford to stop making cop cars.

Two of the top article mentions for Tesla focused on subsidies as aid amid the pandemic. While Tesla founder Elon Musk decried the funding an article from Forbes found the automaker benefited from the aid.

In other news, an article about Hyundai performed rather well highlighting a well-loved albeit non-human patron. A dog that kept visiting a Hyundai dealership became an honorary member of staff, generating close to 300,000 engagements.


lawenforcementtoday.co

m

Ford Foundation donates millions to 'Defund the Police' while majority of police vehicles are made by Ford

711,361

boredpanda.com Stray Dog Keeps Visiting A Hyundai Dealership, They Give Him A Job And His Own Badge

291,448

observer.com Elon Musk, Who Made $2 Billion This Week, Opposes More Stimulus For the Unemployed

203,973

cnn.com The Dodge Durango Hellcat is a family SUV that can go 180 mph 203,478

lawofficer.com Ford Employees Demand They Stop Making Police Cars 178,669

theverge.com Ford employees ask the company to stop making police cars 161,969

cnn.com Tesla is now worth more than Toyota, Disney and Coke 132,693

forbes.com Elon Musk Is Government Subsidy Critic But Tesla’s Q2 Results Were Helped By Covid-19 Aid

131,602

bluelivesmatter.blue Woke Ford Employees Demand Company Stop Selling Police Vehicles - The Police Tribune

111,381

lawofficer.com Ford Foundation Is Donating Millions To ‘Defund The Police’ While Ford Motor Company Is Making Millions From The Police

104,702

14

Most engaged articles mentioning automobile brands



Automobile brands: Most engaging Facebook posts

Facebook posts about auto brands generated fewer reactions than sharing web articles.

Among the top posts, however, Tesla received attention for announcing its Cybertruck factory would plant roots in Texas. Both President Donald Trump and state governor Greg Abbott issued supportive statements.

The aforementioned story about the stray dog visiting a Hyundai dealership also did well on Facebook with 38 percent of the total engage-ments coming from Bored Panda’s own Facebook post.

Additional topics covered in posts included snapshots of classic cars and brand sponsor-ships, especially with the seventh through tenth ranked posts.


Donald J. Trump Status Great job by Elon Musk in agreeing to build, in TEXAS, what is expected to be the largest auto plant anywhere in the world. He kept his word to me. Texas & Tesla are big winners […]

480,424

Bored Panda Link Stray dog keeps visiting a Hyundai dealership, they give him a job and his own badge:

109,928

Greg Abbott Photo Tesla picks Texas for its Cybertruck factory. Thanks to Elon Musk and Tesla for embracing our great state. The Gigafactory will employee thousands of Texans and be a cornerstone for next generation innovation […]

99,875

duPont REGISTRY

Photo 2020 Ford Mustang Shelby GT500 Now available on #dupontregistry 𝐅𝐨𝐫 𝐌𝐨𝐫𝐞 𝐈𝐧𝐟𝐨: https://bit.ly/3g8RYQq

69,777

Robert Reich Link Elon Musk Is A Government Subsidy Critic, But Tesla’s Q2 Results Were Helped By Covid-19 Aid

69,010

Bernie Sanders Embedded Video

Sanders calls Elon Musk a 'hypocrite' for opposing new stimulus package

68,100

Heacock Classic Photo So classy 😏 👌 (📸 : @classicsociety247 and @marcopiper) […] #carsofinsta #carstagram #epiccars #carvintage #racecar #chevy #chevrolet #chevelle

64,517

Fox News Link Corey LaJoie's Go Fas Racing Ford Mustang to run Trump 2020 sponsorship in 9 races

63,962

PGA TOUR Native Video

Jon Rahm makes 66 foot putt to win the BMW Championship 58,277

Brad Paisley Live Video Live From The Drive In at Nissan Stadium in Nashville, TN! 46,584

15

Most engaged Facebook posts mentioning automobile brands


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Brands update: Technology brands

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Technology: Most engaged brands

Social media platforms were the types of technology brands to generate the strongest reactions with web articles.

Facebook swept the top spot with 141 million engagements. Twitter was not far behind with 129 million. TikTok, Google, Reddit, and Snapchat were also among the six social platforms to make the top ten tech brands list.

It is worth noting here that analysis of the top performing tech brands articles from social media platforms will only include articles discussing algorithm or policy changes.

Among the other four tech brands on the list, e-commerce site and streaming service provider Amazon was the next most engaged followed by Zoom. Apple and Microsoft were the only hardware companies to make the list.

Facebook

Twitter

TikTok

Google

Amazon

Zoom

Apple

Microsoft

Reddit

Snapchat 2,634,757

3,991,197

5,469,749

6,190,675

10,458,527

17,591,893

28,872,720

29,973,606

129,384,698

141,143,813


Tech brands by engagement with articles (Facebook, Twitter, Pinterest)


Technology brands: Most engaging articles

The top tech brand articles largely focused on social media policy violations.

The top NBC News article, which had more than 2.5 million engagements, covered Facebook removing Trump ads from the platform for content deemed to violate its “organized hate” policy.

Several other top articles came from NBC News, with most focusing on the removal of content from Facebook, Snapchat, and Twitter.

One type of content that was frequently removed was disinformation, which ranged from reporting on protests to controversial medical statements. Content from a group called America’s Frontline Doctors was removed from Facebook, YouTube, and Twitter.


nbcnews.com Facebook removes Trump ads for violating 'organized hate' policy 2,534,296

nytimes.com TikTok Teens and K-Pop Stans Say They Sunk Trump Rally 2,113,844

nbcnews.com Twitter takes down Washington protest disinformation for bot-like behavior

1,736,365

cnbc.com Trump says he will ban TikTok through an executive action 1,566,219

nbcnews.com Snapchat to stop promoting Trump's content 1,244,262

nydailynews.com Viral sensation Dr. Stella Immanuel says Jesus will destroy Facebook if her COVID video doesn’t go back up

1,066,032

nbcnews.com Facebook removes hundreds of QAnon groups, thousands of ads 1,045,548

huffpost.com How Quack Doctors And Powerful GOP Operatives Spread Misinformation To Millions

953,080

publishedreporter.com Group of “America’s Frontline Doctors,” Hold Press Conference at Capitol Hill About COVID-19 Calling Out “Massive Disinformation Campaign”

920,952

breitbart.com Facebook, Google/YouTube, Twitter Censor Viral Video of Doctors' Capitol Hill Coronavirus Press Conference

711,253

18

Most engaged articles mentioning tech brands



Technology brands: Most engaging Facebook posts

The top Facebook posts followed many of the themes observed in top articles around removal of content.

The key difference was that many of the top posts framed the issue as censorship. The majority of the posts received more than 200,000 reactions and came from conservative Facebook Pages including the Hodgetwins, Candace Owens, and Dan Bongino.

Twitter trends were also a topic that was discussed, including a criticism from President Trump and Ben Shapiro.

Aside from questions about what content is appropriate to promote, there was one post from AARP advising seniors to use Zoom to stay connected with grandchildren while social distancing, which had about 150,000 reactions.


Donald J. Trump Status So disgusting to watch Twitter’s so-called “Trending”, where sooo many trends are about me, and never a good one. They look for anything they can find, make it as bad as possible […]

367,740

The Hodgetwins Native Video

FB HAS TAKEN THIS DOWN TWICE!!!! WE NEED AN EXPLANATION NOW!!! EVERY AMERICAN NEEDS TO SEE THIS!!!

365,038

Candace Owens Photo Facebook is ONCE AGAIN trying to interfere with US elections by censoring TRUE information about Democratic candidates […] censoring it from their platform. They have also demonetized this page. […]

278,278

Dan Bongino Native Video

Jim Jordan EXPOSES Big Tech's Censorship of Conservatives to Executive's Faces

216,781

Dan Bongino Link Kamala Has Called for Twitter to Ban Trump – And Their Top Censor Used to Work for Her

166,701

Ben Shapiro Native Video

"Trump is a Fascist" trends on twitter as federal police forces arrive in unmarked vehicles to arrest rioters, looters, and other criminals […]

161,200

Fox News Link JUST IN: Facebook removes President Donald J. Trump's post for first time, citing coronavirus misinformation rules.

153,248

AARP Link […] From using Zoom to mailing gifts, here are ways you can help new parents from afar.

151,396

Dan Bongino Link YouTube Now Censoring Videos Discussing Hydroxychloroquine

146,992

CNN Replay Native Video

The fathers of the two toddlers who were shown in a manipulated video tweeted by President Trump speak out about the crude and misleading edit that has since been removed from Twitter and Facebook. https://cnn.it/2V1lQq8

142,360

19

Most engaged Facebook posts mentioning tech brands


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Key TakeawaysFast food, pharmaceuticals, automobiles, & technology

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BRANDS UPDATE: FAST FOOD , PHARMA, AUTO, TECH

Key takeaways

Technology brands, and more specifically social media platforms, drove the most engagement between June and August.

• It was Facebook that swept the top spot with 141 million engagements, but Twitter was runner-up with 129 million. Most of the articles focused on content that was removed due to social media policy violations.

• Fast food was another category that generated plenty of engagement. The top ten brands each generated well over a million engagements from articles discussing them, however, not all of the mentions were positive. The top article, from The Hill, which had 2.9 million engagements focused on Starbucks’ ban of BLM paraphernalia.

• Articles about auto brands had much less engagement but there was also a lot of focus on racial tension. Ford had 4.4 million engagements from articles it was mentioned in, however, they centered on some employees requesting the company stop making vehicles for law enforcement.

• Last but not least Moderna, whose vaccine is currently in a phase 3 clinical trial, generated more than 1.7 million reactions from articles it was mentioned in between June and August. Most of the top mentioned pharmaceutical brands are all involved in treating COVID-19 or working to develop a vaccine.

*Source NewsWhip Analytics from January 1st - March 11th 2020 only.

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recent coverage of the fast food, pharma, tech & auto ...€¦ · 17/9/2020 · the young...

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