L2 Digital
Is It Better To Be Good Or Lucky?

Under Armour had incredible luck with the athletes they chose to sponsor this year. The Golden State Warriors’ rise from obscurity to become the best team in basketball highlighted Stephen Curry’s Under Armour footwear, Jordan Speith’s Masters victory made the brand synonymous with golf overnight, and Misty Copeland became the first African-American to be named a principal in the 75-year history of the American Ballet Theater, helping her Under Armour YouTube video garner over nine million views.

Another winner: Christian Louboutin. While most fashion brands are expanding their Instagram presence, posting 36% more frequently this year than last, only a few are encouraging their users to mention the brand in their posts. Christian Louboutin seems to have figured this out. Since July, the brand has more than quadrupled organic brand mentions and grown its community by 80%. They did this by launching #LouboutinWorld, a user-generated content site gallery that gives users a chance to have their images featured on the Christian Louboutin site. As a result, organic brand mentions for Louboutin have eclipsed 5.1 million.

Two more winners: HBO Now and cord cutters. HBO Now was the top iOS app for revenue last month, way ahead of Hulu. Last week Verizon announced its customers can subscribe to HBO Now without a cable TV package. It’s a victory for quality content — and a loss for cable providers.

Given all the talk about print books losing out to e-books, it’s particularly surprising that authors from decades past just scored two top bestsellers. Dr. Seuss’s new book What Pet Should I Get? sold out on Amazon en route to becoming the top bestseller. The former number one bestseller? Harper Lee’s Go Set a Watchman, released two weeks prior. Notably, ebooks accounted for only 23% of book sales, while 67% were hardcovers and paperbacks.

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