TBWAParis unveils Vibe 100, a new biannual study that analyzes the ability of brands to stay in tune with their time and resonate with culture. Topping the rankings, Pinterest emerges.
The model is based on two criteria: relevance and impact, in order to measure their influence and ability to resonate with audiences. “Relevance measures the accuracy of the brand in its time, while impact evaluates its ability to influence trends,” explains Anne-Laure Boisson, Head of Insight & Data at TBWAParis.
The study thus offers a new interpretation of the cultural role of brands and highlights those that best capture contemporary dynamics. The methodology relies on the analysis of over 20 signals, including from social and search, to establish a ranking of the most connected brands to their time.
Brands that resonate most accurately and strongly with their time
Pinterest comes out on top in this first edition. The brand, after 16 years of existence, sees its target audience getting younger, as the platform resonates with the younger generation, being more intimate, practical, personal, and free from the social pressures of other digital platforms, the agency analyzes. Sephora, League of Legends, Crocs, and TikTok follow in the Top 5 of Vibe 100.
