Screen Shot 2020-02-07 at 10.12.53 AM

Irish Supermarkets Social Media Analysis December 2019

Éabha Farrell is a transition year student at  Scoil Íosa. She did 2 days of work experience at Olytico in January 2020.

 

In December 2019, the 11 supermarkets analysed as part of the monthly Olytico Irish supermarket social media analysis, published over 1,700 social media posts across Facebook, Twitter, and Instagram. The majority of these were on Twitter where 61% of these posts were shared, 20% were shared on Facebook and only 18% were shared on Instagram.

The 1,704 posts analysed generated 264,917 engagements in the form of likes, shares, comments, and retweets.

Most of this engagement was on Facebook where 80% of engagement took place. Instagram had 19% of engagement and Twitter only had 1%.

As it was the Christmas season the majority of posts related to this. There were many Christmas related competitions across most of the supermarkets social media accounts.

Lidl, Dunnes Stores and SuperValu were the most active accounts over Twitter, Facebook and Instagram. SPAR, MACE and Fresh were the least active accounts over the three social media platforms.

The most liked tweet was a tweet from Lidl asking for people to send in pictures of their dogs wearing Christmas jumpers to promote the dog Christmas jumpers they were selling for €5.99. This got 117 likes and 7 retweets.

The most retweeted tweet was a tweet from Centra promoting a competition to win treats from their Inspired by Centra range. This got 30 retweets and 47 likes.

The most engaged with Facebook post was a promotion from SuperValu for a 3 for €10 mix and match deal for canned drinks and tins of biscuits. This got 3,449 reactions, 1,771 comments and 507 shares.

????48 HOUR SPECIAL????3 for €10 Mix & Match on your Christmas favourites. ????Shop in-store & online: https://bit.ly/2sKXrtQ…

Geplaatst door SuperValu Ireland op Woensdag 4 december 2019

The most liked Instagram post was a promotion from Dunnes Stores for their new clothing line for children who may have additional needs when getting dressed, these clothes are functional without compromising the style of the clothes. This got 3,316 likes and 219 comments.

Twitter

 

Aldi Ireland was the most active supermarket in Ireland on Twitter in December 2019. They tweeted 272 times during the month. This accounted for 26% of all tweets from Irish supermarkets. The most liked tweet was a tweet promoting Christmas tree and Christmas decoration storage bags. This received over 100 engagements through retweets and likes.

 

 

 

Tesco Ireland was the second most active on Twitter with 252 tweets. This made up 24.11% of all tweets from Irish supermarkets. Their most liked tweet was about new sunflower lanyards which are available at customer service desks for people with invisible disabilities to signal to staff that they may need additional services. This tweet gained 26 likes and 10 retweets. The most retweeted tweet was a tweet asking for colleagues and customers to help them to raise money for Temple Street Children’s Hospital. The goal was to raise over €150,000 through donations in store and over text.

Lidl Ireland was the third most active Irish supermarket on Twitter. They had 161 tweets this month. This accounted for 15.4% of all tweets from Irish supermarkets. Their most liked tweet was them requesting that followers send in pictures of dogs wearing Christmas jumpers. This was to promote the dog Christmas jumpers they were selling in stores for €5.99. This received 117 likes and 7 retweets. They got many responses and the most popular dog in the pictures was a French bulldog.

 

SuperValu was the next most active tweeting 119 times in December. That was 11.38% of all tweets from Irish supermarkets.  The most liked and retweeted tweet was their announcement of recyclable packaging for SuperQuinn sausages. This will result in 35 tonnes of black plastic being removed from circulation every year. This year was a big year for movements against climate change and this tweet received lots of positive feedback.

 

Dunnes Stores came in fifth for most active Irish supermarket in December 2019. They tweeted 70 times this month. This made up 6.69% of all tweets from Irish supermarkets. Their most liked and retweeted tweet was Dunnes Stores Cornelscourt thanking a woman for a tweet praising their staff for being helpful and cheerful during the Christmas panic shopping. It had a total of 10 likes and retweets.

 

Marks & Spencer Ireland was the sixth most active with 59 tweets in December. This made up 5.6% of all tweets from Irish supermarkets. The most liked and retweeted tweet from them was an announcement that they had reached their fundraising goal of €100,000 for Pieta House. This money will be used to support the Pieta House Resilience Academy, which is a six week mental health programme offered to second year students across the country.

 

 

Centra Ireland was the next most active Twitter account, tweeting 44 times. This accounted for 4.2% of all tweets from Irish supermarkets. The most liked and retweeted tweet was an announcement of a competition where you could win a hamper of festive treats from their Inspired by Centra range. This got 47 likes and 30 retweets.

 

Donnybrook Fair was the eighth most active of the eleven Irish supermarkets. They tweeted 42 times in December. This made up 4% of all tweets from Irish supermarkets. Their most liked tweet was an announcement of a new selection of wines in store and six can be mix and matched for and six can be mix and matched from the selection for €120. This gained four likes. The most retweeted tweet was an announcement that part-time and full-time deli worker positions were now available. The received three retweets.

 

SPAR Ireland was the third  least active account. They tweeted 23 times during December. This was 2.2% of all tweets from Irish supermarkets.  The most liked tweet was a welcome home message to the Irish Cross Country Team returning from the SPAR European Cross Country Championships in Lisbon. This got eleven likes. The most retweeted tweet was an announcement of a partnership with Make a Wish Ireland, who they hope to raise €400,000 for. This tweet received 4 retweets.

 

Fresh TGFM was the second least active supermarket Twitter account with just two Tweets. This made up 0.19% of all tweets from Irish supermarkets.  The most liked and retweeted tweet was an announcement of free donuts and prosecco at Fresh Grand Canal. This tweet received 1 like and 1 retweet.

 

MACE Ireland was the least active if the eleven supermarkets and only tweeted once in December. That was only 0.09% of all tweets from Irish supermarkets. This tweet was a congratulations to MACE Glanmire and Healy Rae’s MACE Kilgarvin for winning a shelf life C-store award. This tweet received four likes and two retweets.

 

 

 

 

Instagram

SuperValu was the most active Instagram page of the ten pages that were analysed. They posted 78 times in December. This accounts for 24.92% of all posts made by Irish supermarkets during the month. They were the fourth most engaged with Instagram page of the ten analysed. Their most liked post was an announcement that they were bringing back their chocolate salami recipe, which is a recipe for a log chocolate biscuit cake. It got 1,182 likes and 100 comments.

 

Dunnes Stores Ireland was the second most active. They posted 55 times in December. This accounts for 17.57% of all posts made by Irish supermarkets during the month. But they were the most engaged with of the ten pages analysed. Their most liked post was an announcement for their Additional Needs Clothing, which is a clothing line for children who may have additional needs when it comes to dressing but without compromising the style. This post got 3,316 likes and 219 comments. This was similar to their most liked Facebook post which was a post also promoting this clothing line.

 

Marks & Spencer was the third most active page with 36 posts. This accounted for 11.5% of all posts made by Irish supermarkets during the month. Marks & Spencer was also the third most engaged with page of the ten pages analysed. Their most liked post was a picture of Vogue Williams wearing one of their blazers. This got 559 likes and 3 comments.

 

Donnybrook Fair was the fourth most active page. They posted 35 times during December. This accounted for 11.18% of all posts made by Irish supermarkets during the month. They were the second least engaged with Instagram page of the ten that were analysed. Their most liked post was a promotion for a competition to win a hamper of Donnybrook Fair chocolates, Christmas food and exclusive wines. Their most engaged with post on Facebook was also a competition to win a full Christmas dinner. This got 39 likes and 47 comments.

View this post on Instagram

???????? ***** Competition Time! *****???????? Christmas is just around the corner, and we’ve been hard at work packing our luxury Christmas Hampers with some of the finest foods available. For the season that’s in it, we’re giving you the chance to win one of our exclusive Donnybrook Fair Hampers, filled with a tasty selection of D|F Chocolates, Christmas Food and exclusive Wines. (you can view the full range of our Christmas treats by following the link in our bio! ????) All you have to do is *share this post in your story* with the hashtag #DFChristmasTastesBetter and comment below telling us who you’d like to share the hamper with. The winner will be announced in two weeks time on 17th December! ⠀ ⠀ *prize is for collection only at our Morehampton Road, Stillorgan Village, Malahide, Greysones or Baggot Street stores. ⠀ .⠀ .⠀ .⠀ .⠀ .⠀ .⠀ .⠀ .⠀ .⠀ .⠀ .⠀ #df #dfchristmastastesbetter #donnybrookfair #donnybrook #malahide #greystones #stillorgan #hamper #christmashamper

A post shared by Donnybrook Fair (@donnybrook_fair) on


Lidl was the fifth most active Instagram page of the ten analysed. They posted 28 times this month. This accounts for 8.9% of all posts made by Irish supermarkets during the month. They were the fifth most engaged with page of the ten pages analysed. Their most liked post was a post promoting their recipe for a Camembert bread bowl. This got 249 likes and 25 comments.

 

Tesco Ireland was the next most active page in December. They also posted 28 times in the month. This accounts for another 8.9% of all posts made by Irish supermarkets during the month. They were the sixth most engaged with Instagram page of the ten that were analysed. Their most liked post was a post of a woman named Grace and her two children wearing the Tesco Christmas pyjamas. This got 385 likes and 8 comments. Their second most liked post was an announcement for their sunflower lanyards which can be found at customer service desks for customers with invisible disabilities who may need some extra help from staff. This is similar to their most liked tweet. This got 354 likes and 14 comments.

 

Centra was the next most active Irish supermarket on Instagram. They posted 26 times in December. This accounts for 8.3% of all posts made by Irish supermarkets in December. They were the fourth least engaged with page of those analysed. Their most liked post was a promotion for a competition to win a €500 voucher for Centra. This was because the account had just reached 21K followers. This got 700 likes and 846 comments.

https://www.instagram.com/p/B5k4i_FHvPS/

 

Fresh was the next most active Irish supermarket Instagram account. They posted 16 times in December. This accounts for 5.11% of all posts made by Irish supermarkets in December. They were the third least engaged with Instagram account of those analysed. Their most liked post was an announcement of a giveaway. This giveaway was for a hamper of all kinds of American chocolate, candy, soda and food. This got 56 likes and 40 comments.

 

Aldi was the second least active account in December only posting 6 times. This accounts for 1.9% of all posts made by Irish supermarkets on Instagram in December. They posted all 6 pictures on 13th December and they make up one bug picture of a cheese grater in snow. The most liked post was a picture of a beetroot who was supposed to be Tiny Tim looking out of a window. It got 294 likes and 146 comments.


SPAR was the least active only posting 5 times in December. This accounts for 1.6% of all posts made by Irish supermarket Instagram accounts in the month. Their most liked post was a post promoting an offer on Corona EXTRA beer bottles 10 pack for €10 from the 7th-11th December. This post got 25 likes 1 comment.

 

 

 

 

Facebook

Dunnes Stores was the most active of the nine Irish supermarkets analysed on Facebook in December 2019. They made 59 posts during the month. This accounted for 17% of all Irish supermarket posts this month. But they were the sixth most engaged with page of the ninth analysed. The most engaged with post was an announcement of a new line of clothes for children with additional needs that is functional but keeps the style of the clothes.

Newly launched Online, our capsule range of Additonal Needs Clothing is designed for children who may need a little…

Geplaatst door Dunnes Stores op Vrijdag 20 december 2019

Lidl was the next most active page with 57 posts. This accounted for 16.47% of all Irish supermarket posts this month.  They were the second most engaged with page of the nine pages analysed. Their most engaged with post was a post promoting their Christmas jumpers for dogs. This is a very similar post to their most liked and retweeted tweet.

Pet Christmas… but make it fashion! Our Pet Christmas Jumpers are in stores from Monday 9th December, only €5.99!

Geplaatst door Lidl Ireland op Zondag 8 december 2019

Centra Ireland was the third most active Irish supermarket Facebook page with 38 posts in December. This accounted for 10.98% of all supermarket posts this month. They were also the third most engaged with page of the nine pages analysed. Their most engaged with post was a promotion for Bailey’s which was being sold for €10 from 5th-8th December.

https://www.facebook.com/CentraIreland/posts/10156426843266300
Donnybrook Fair was the fourth most active page in December posting 37 times. This accounts for 10.69% of all Irish supermarket Facebook posts in December. But they were the least engaged with Irish supermarket Facebook page of the nine analysed. Their most engaged with post was a competition to win a complete Christmas dinner worth over €245 that feeds 10 people.

???????? **** Competition Time! **** ????????Christmas is just around the corner, so to make your life easier we're giving away…

Geplaatst door Donnybrook Fair op Maandag 9 december 2019

SuperValu also had 37 posts in December. Which accounted for another 10.69% of all Irish supermarket Facebook posts in December. They were the most engaged with of the nine pages analysed. The most engaged with post was an announcement of a 48-hour special on 3 for €10 multi-pack canned drinks and biscuit tins.

????48 HOUR SPECIAL????3 for €10 Mix & Match on your Christmas favourites. ????Shop in-store & online: https://bit.ly/2sKXrtQ…

Geplaatst door SuperValu Ireland op Woensdag 4 december 2019

SPAR Ireland was the next most active page with 36 posts in December. This accounts for 10.4% of all Irish supermarket posts in December. They were the third least engaged with page of the nine analysed. Their most engaged with post was a competition to win a Kinder Treat Box. To win you had to comment the answer to the multiple-choice question in the post. There were 10 chances to win.

WIN with Kinder this Christmas! ❄️⛄️⛄️❄️Kinder are giving away 10 Christmas Treat boxes!For the chance to win this set…

Geplaatst door SPAR Ireland op Vrijdag 13 december 2019

Aldi was the third least active of the pages analysed with 29 posts. This accounted for 8.38% of all Irish supermarket posts in December. They were the fifth most engaged with page of the nine analysed. Their most engaged with post was an announcement that all Kerry stores will be closed from 3:45-7pm due to red weather warnings in Kerry from 4-7pm.

Met Eireann have issued a red weather warning in Kerry from 4pm to 7pm today. All of our Kerry stores will close at…

Geplaatst door Aldi Ireland op Zondag 8 december 2019

MACE Ireland was the second least active page with 27 posts in December. This accounted for 7.8% of all Irish supermarket posts in December. They were also the second least engaged with page of the nine analysed. Their most engaged with post was a final announcement for their competition to win one of four €50 MACE home fuel vouchers ends tomorrow.

Competition ends tomorrow! win one of four €50 MACE home fuel vouchers. Simply tell us your favourite thing about MACE? t&cs apply

Geplaatst door MACE Ireland op Zaterdag 21 december 2019

Tesco Ireland was the least active of the nine pages analysed. They posted 26 times in December. This accounted for 7.51% of all Irish supermarket posts in this month. But they were the fourth most engaged with page of all nine Irish supermarket Facebook pages analysed. The most engaged with post on their page this month was a promotion for flower bouquets being sold in store.

Ahhh howiyea me aul flower ????Pick up one of our stunning bouquets in store and give your home the glow up it’s been waiting for ????

Geplaatst door Tesco Ireland op Vrijdag 20 december 2019

 

 

Share this post

Share on facebook
Share on google
Share on twitter
Share on linkedin
Share on pinterest
Share on print
Share on email
Scroll to Top