by StatSocial | Oct 29, 2020
StatSocial analyzed the audiences of 200 top celebrity influencers and overlaid these insights with the shopping data of retail giants, Target and Walmart.
Doing this enabled us to identify which of the big box retail stalwarts is preferred by the fans of each influencer, and to what degree.
Using StatSocial‘s Silhouette, the industry’s most advanced audience intelligence platform, we’ve discovered that — of the many influencers featured here — it is Floyd Mayweather‘s fans (69.3%) who are more likely to shop at Walmart over Target. On the other side, fans of Lauren Conrad (83.5%) vastly prefer Target.
This summary offers only a taste of Silhouette‘s capabilities. The once elusive ability to attribute conversions (including those occurring offline) and retail data to specific influencer audiences and campaigns is now attainable. Our insights also provide essential guidance when researching the most fruitful future influencer and sponsor partnerships.
Before continuing, we’ll allow you peruse the below graphic, and we’ll return with explanations and highlights further down in this entry.
On the Walmart side, it is a mixed assortment of influencer audiences who prefer to shop at the world’s largest company, by revenue. Of those within his audience who shop at either (or both) stores, 69.3% of retired, undefeated boxing champion, Floyd Mayweather‘s fans prefer the affordable retail behemoth.
Admirers of former Alaska governor, and 2008 Republican vice presidential nominee, Sarah Palin, favor Walmart to an only slightly lesser degree than Mayweather‘s audience, with 68.6% of the governor’s fans shopping there.
Over at least 60% of the Walmart and/or Target shopping members of the audiences of legendary rappers and multimedia stars, 50 Cent, Queen Latifah, LL Cool J, Ice Cube, and Snoop Dog all prefer Walmart.
Very near the dead center of the statistical journey from Walmart to Target, we find the audiences of Rev. Run, Elon Musk, Ryan Seacrest, J. Cole, Jason Aldean, Katie Couric, Katy Perry, Kanye West, and practically right smack-dab in the middle, President Bill Clinton.
Now flipping the tale to the Target side, we find that it is the audiences of female influencers occupying the top spots for the big box chain that is thought of as being a bit more high-end and hip (thus the good-natured, pidgin French-pronounced nickname, “Tarjay“).
Designer, author, lifestyle influencer, and reality TV star, Lauren Conrad, finds her audience landing strongly on the Target side of the aisle. Of her fans who shop at either, or both, of the chains, 83.5% prefer the Minneapolis-headquartered retail giant.
The audiences of Rachel Zoe, Mindy Kaling, Zooey Deschanel, Christine Teigen, Anna Kendrick, and Jenna Marbles all favor Target to degrees starting at only a bit shy of ¾, and growing larger from there.
How It Works
When trying to convey the depth, breadth, and scale of StatSocial‘s Social Affinity and Earned Media data, we sum it up like this: Imagine an 85,000 question survey given out to 300 million consumers. Now, imagine this already incredible thing as a living, dynamic data set. This survey is being administered in real time, constantly, being continually refreshed to include all of the most up-to-date opinions, choices, affinities, and actions. Learn more here.
Marketers and media-sellers know that Earned Media and Influencer Marketing are valuable components of their campaigns. Attributing a definitive worth to either, however, has traditionally been elusive. As StatSocial’s analyses report of with topics and influencers an audience’s members have been engaging, a marketer can now directly attribute website and offline conversions. The same metrics that marketers have long relied upon to quantify the value of a campaign’s Paid and Owned Media components, are now just as readily available for Earned Media. Learn more here.
StatSocial‘s vast and comprehensive taxonomy is accessible across every programmatic platform. Our partnership with Liveramp, and direct integrations with such leading platforms as Viant, Oracle Data Cloud,Eyeota, and Lotame, finds StatSocial‘s insights available everywhere you access audience data. We are also available, via our 24/7 online to get you the insights and audiences you need, when you need them. Learn more here.