September 25, 2022

Helping PR pros make smarter decisions

Inaugural Spring Candy Analysis, using CustomScoop

Inaugural Spring Candy Analysis, using CustomScoop

Why not, right? Using CustomScoop’s proprietary search technology, we decided to track mentions of several categories of Easter candy, beginning on March 8—“Fat Tuesday,” aka, the day before Lent kicks in. Yes, my Catholic upbringing did provide the bias in search dates, but it made sense to me. Particularly as someone who had tried one or two years to give up chocolate for Lent, only to fail miserably by around days three or four. Seriously, I don’t think I ever made it a week without failing *cue Catholic guilt,* so after those spectacular failures I just stopped trying. (I gave soda one year, and haven’t had more than a sip or two since. Can’t stand the stuff now.)

Anyway, back to our little study. We tracked mainstream media, blog, Twitter, and Facebook mentions of the following treats: Cadbury Eggs (Crème and Mini), Chocolate Bunnies, Jelly Beans, Peeps, and Reese’s Chocolate Eggs. Here are the results.

Overall, Chocolate Bunnies dominated, garnering 48 percent of total mentions. Jelly Beans came in second at 28 percent, with Cadbury Eggs showing strong with 17 percent. My beloved Reese Peanut Butter Eggs, which to me taste better than the product-standard cups, had such a poor showing their total volume rounded down to zero percent.

So, where did all of this information come from? Well, it looks like users on Twitter LOVE to talk about candy. Mentions of the five categories listed above came predominantly from Twitter, which represented 69 percent of the discussion:

Facebook was the second-most productive source type—it should be noted here that like other monitoring firms, CustomScoop only captures publicly available status updates, so if your account has its privacy settings set to “Friends Only,” CustomScoop won’t know that you’ve confessed to eating your kid’s chocolate rabbit for breakfast. And even if we did, we wouldn’t tell, promise.

Taking a deeper look at the Twitter discussion, content rather unsurprisingly peaked yesterday:

There were more than 11,000 mentions of chocolate bunnies on Twitter yesterday. That is a lot of chocolate rabbit mentions! Still not much love for my chocolate-peanut butter eggs though.

Chocolate bunnies were just as dominant on Facebook, garnering more than 5,000 mentions:

Discussion of all candy types jumped during the last two weeks:

Although social media has produced most of the discussion on the candy topic, what is Mainstream Media content talking about? This chart shows discussion on each type of candy discussed in daily newspapers, radio, and TV:

It appears that chocolate bunnies are in the lead here too, and the results are fairly close to the social media breakdown, but Peeps have a stronger showing in MSM than in social media.

Peeps had some of the highest profile mentions, including a report on CNN, and a post on the very large Consumerist blog. The annual Peeps Show, run by the Washington Post, also bolstered volume for the sugary treat. There’s also an entire blog dedicated to ways to destruct Peeps, mentioned in the comments of the Consumerist post: .

So there you have it, a breakdown of all things sweet for Easter, mentioned in Mainstream Media sources and in social media. You’ll excuse me now while I head out to pick up a case or two of Reese’s Peanut Butter Eggs, which should be on sale right about now…


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About The Author

Jennifer Zingsheim Phillips is the Director of Marketing Communications for CARMA. She is also the founder of 4L Strategies, and has worked in communications and public affairs for more than 20 years. Her background includes work in politics, government, lobbying, public affairs PR, content creation, and digital and social communications and media analysis.

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