Google released today its 2013 Zeitgeist, which reveals top searches of the year in 80 categories. We used Google trends to look at this year’s searches for brands in our Digital IQ Index: Beauty report. Most were consistent throughout the 12 months, but Elizabeth Arden and Kiehl’s showed unique patterns influenced by campaigns.
Kiehl’s: Ranked second and named a digital Genius in our report, Kiehl’s experienced a surge in queries in July, after the launch of its first text messaging campaign. Users could sign up for emails from Kiehl’s, or they could opt to receive up to three location-based text messages a month alerting them of new products and discounts in nearby stores. Kiehl’s found that 73% of those who signed up for text messages purchased an item. The surge in queries for Kiehl’s continued throughout November with a slight dip in August.
Elizabeth Arden: Searches for the Gifted brand rose steadily starting October, boosted by the multimedia campaign for its new fragrance Untold . The video commercial perplexed music lovers by featuring a song they could not find elsewhere. (Marketing Blog solved the mystery. Civil Twilight performed the song.)
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