BÉIS V Away: A Brand Comparison

Influencer Intelligence’s advanced analytics tool, Brand Intelligence, presents users with a full data profile for thousands of registered brands. Echoing the content of our extensive talent profiles, Brand Intelligence allows users to dig into the data of a particular brand, be it your own company or your competitors.

By clicking the tab, subscribers can perform a targeted search according to brand type, social influence (data around reach and engagement per platform) as well as social audience – which features drop down filters for each unique metric that is tracked on influencer profiles, such as age, gender, brand affinities, hashtags, personal income and location.

The feature utilises our in-house data science and social listening capabilities to keep track of the competition and plan and execute successful campaigns and projects. Subscribers can view and benchmark other brand’s social media audience, performance and influencer endorsements in one place. 

To further demonstrate one of the key ways the Brand Intelligence tool can be used, the following blog will perform a case study comparison of luggage brands, BÉIS and Away.

BÉIS

Travel baggage and accessories brand, BÉIS, was created by influencer and actor Shay Mitchell in 2018. Known for colour-coordinated luggage and everyday essentials, the brand in Vogue, Forbes and Bazaar. BÉIS has a total social reach of 1.86m with its greatest following on Instagram, and best engagement on TikTok. In terms of celebrity endorsers, the face of nearly all of its campaigns and its most prominent brand ambassador is Shay Mitchell herself, along with some in-house employees.

In the last three months, there have been 54 mentions of the brand on Instagram, with promotion from the likes of Devin Cordle (1.5m), Tiffany Davidson (219K) and Mariana Vicente (119K). On TikTok, there were 61 brand mentions since February including endorsement from Courtney Cahoon (1.5m), Melanie Demi (806K) and Aracelys Rodriguez (406.4K).

Under the Audience tab, we can see that BÉIS attracts a 93% female, thirty-something, US-based audience on Instagram primarily, with high annual earnings. This group is comprised of stylists, makeup artists, bloggers, designers and marketers. On TikTok, it speaks to an 89% female, twenty-something following mostly who are also based in the US, though the brand does have a foothold in the UK and Canada. Its TikTok audience have common interests such as underwear, dance, astrology, makeup, travel and coffee.

Away

With 15 stores across the Unites States and one in London, luggage brand Away is built for the modern traveller. Founded in New York in 2016, Away has been featured in Good Housekeeping, WSJ, CNN and Cosmopolitan. Away has a total social reach of 886K with its greatest following on Instagram, and best engagement on TikTok. In terms of celebrity endorsers, Away has worked with FKA Twigs, Serena Williams and Rashida Jones and has partnered with WNBA and HBO.

In the last three months, there have been 37 mentions of the brand on Instagram, with promotion from the likes of Adrienne Reau (161.8K), Taylor Quitara (63.6K) and Jason Boldon (510K). On TikTok, there were 17 mentions of the brand since February, including influencers Salomé Brimhall (1.5M), Saroop Sangha (19K) and Luna Lindsay (41K).

Under the Audience tab, we can see that Away attracts a 78% female, thirty-something, US-based audience on Instagram mainly, with shared brand affinities for Girlfriend Collective and Allbirds. On TikTok, its followers are typically 76% female, in their twenties, with high salaries. This group are based in the US, UK, Canada or the Philippines, work in social media, blogging, design or sales and use hashtags like #blacklove, #paradise, #hustle and #ootd.

As apparent from this brand analysis, subtle nuances exist between social networks in terms of core demographics. Keeping track of these discrepancies allows subscribers to target campaigns based on hard data and research. Furthermore, at a quick glance, BÉIS and Away can see which creators are speaking about their brand, whether organically or as part of a promotional partnership. Crucially, BÉIS and Away can log on and use the Brand Intelligence tool to monitor each other’s activity over time, providing crucial competitor comparison at the touch of a button.­

For more information on how to access and utilise Brand Intelligence, get in touch.

@influencerintelligence