M.A.C’s collaboration with Disney for the launch of “Maleficent” catapulted the brand to new social media success, while visual marketing for nail brands, namely OPI, remained strong.

Tribe Dynamics, the San Francisco-based start up with proprietary data analytics software that measures brands’ engagement on social media, presented data based upon the top 50,000 influencers in the beauty, fashion and lifestyle spaces and the public information of these brands’ annual revenue, reviews from consumers and retailers.

For the month of May, the following brands were the most socially influential, generating the most valuable earned media, based upon the number of posts (videos, tweets) and views (likes, Twitter actions, comments).

1. MAC – $13,032,339
2. Maybelline – $5,840,613

3. L’Oreal – $5,465,609
4. NARS – $5,128,331

5. OPI – $4,951,641

6. NYX – $4,638,937

7. Revlon – $4,144,225

8. Urban Decay – $3,542,472

9. Rimmel – $2,968,299

10. Too Faced – $2,751,445

The following are the Top 3 brands for each social media channel for the month of May.

Blogs


M.A.C

Maybelline
Revlon

YouTube
M.A.C
L’Oréal

NARS

Twitter


M.A.C

OPI
NARS

Facebook


M.A.C

OPI

L’Oréal

Instagram
M.A.C

OPI

NYX

Pinterest

M.A.C

OPI

Revlon

Tribe Dynamics used M.A.C’s ROI with “Maleficent” as a case study for the success it realized on social media during the month. The brand received “off the charts earned media value due to the buzz over the M.A.C Maleficent makeup collection and looks inspired by the film,” Tribe wrote in its report. Not only were traditional ambassadors buzzing about the brand, but so were Disney’s top ambassadors. Messages were also also shared across alternative channels, broadening M.A.C’s usual audience. Finally, the vamp look inspired by the film’s lead character, played by Angelina Jolie, complimented M.A.C’s theatrical aesthetic. MAC also benefitted from Disney’s sizeable marketing budget.

Visual marketing during May lent itself well to the beauty category, where visual storytelling is king. In May, OPI’s new Coca Cola collection sparked a large amount of fan photo sharing. The brand ranked second only to M.A.C on both Instagram and Pinterest during the month.