SOURCE: Optimal, Inc.

Optimal, Inc.

August 02, 2012 13:29 ET

Optimal Announces the Fastest Growing Social Brands for July 2012: Walmart, Target, Starbucks, Skittles, Victoria's Secret, Disneyland, MTV, Coca-Cola, Kohl's and Chick-fil-A

SAN FRANCISCO, CA--(Marketwire - Aug 2, 2012) - Optimal, Inc., the leading social media advertising and audience data platform, today released the list of the top performing brands on the Optimal Index for July 2012. The Optimal Index is an independent valuation tool, to help determine the relative value of a brand's current audience on Facebook by combining fan counts, engagement statistics and global fan valuation. It is available for free daily at

"We use data to help companies figure out -- and then engage, using state of the art optimization software -- not just more fans, but the right existing customers and brand advocates," said Rob Leathern, CEO of Optimal. "The Optimal Index is a free tool for over 5,500 brands comprising over 3.2 billion Likes to benchmark their progress in social, and to determine the interests and affinities of the consumers engaging with their competition."

Figure 1: Top 25 Growth in Optimal Index (June 30 - July 31st)

Rank Brand Index
1 Walmart 3,110
2 Target 2,194
3 Starbucks 2,155
4 Skittles 2,079
5 Victoria's Secret 1,879
6 Disneyland 1,785
7 MTV 1,771
8 Coca-Cola 1,590
9 Chick-fil-A 1,517
10 Kohl's 1,324
11 iTunes 1,299
12 Subway 1,256
13 Taco Bell 1,255
14 Burberry 1,244
15 Disney Pixar 1,234
16 NBA 1,133
17 Red Bull 1,117
18 H&M 1,115
19 Samsung Mobile USA 1,056
20 Intel 1,014
21 Facebook 994
22 Gerber 940
23 Walt Disney World 932
24 Dior 930
25 908

Amid recent controversial comments made by members of its executive team, Chick-fil-A added 524,238 new fans in July, but even more striking was the growth in their engagement rate of over 1572% to over 550,000 discussing, liking or commenting on their Page in the past week. 

One component of the Optimal Index is the raw growth in number of Likes for a given brand. And here, several other well-known brands stand out for July, like Visa and Lancome. A full list of the top 100 fastest-growing brands for July 2012 both in terms of the Optimal Index as well as fan counts is available at

Figure 2: Top 10 Growth in Facebook Fan Counts (June 30 - July 31st)

Rank Brand Likes
1 Coca-Cola 2,634,256
2 Samsung Mobile USA 2,225,298
3 2,006,919
4 Target 1,959,014
5 Lancome 1,597,271
6 Facebook 1,358,285
7 YouTube 1,354,486
8 Walmart 1,203,464
9 Visa 943,473
10 Kohl's 839,072

Optimal will release a summary of these statistics on the first Thursday of every month.

About Optimal, Inc.
Optimal, Inc. provides unparalleled audience data to help marketers manage and optimize their social advertising campaigns, all in real-time. The company is a member of Facebook's Preferred Marketing Developer (PMD) program. The company is based in San Francisco, with offices in New York and Palo Alto. For more information, please visit

Facebook® is a registered trademark of Facebook, Inc.

Contact Information

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    Jessica Cheney
    Atomic PR for Optimal
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