Unicorn companies are defined as a privately held startup company with a valuation over $1 billion. The list of companies that have reached “unicorn” status includes household names like Uber, Spotify and Twitter.
McGuffin Creative Group set to explore the relationship between valuation and brand awareness among US-based B2C unicorn companies. To do this they surveyed over 4,000 consumers to determine which unicorn companies consumers are most familiar with.
Here’s what they found:
- Reddit, Airbnb, Buzzfeed, Credit Karma and DoorDash are the best-known unicorn companies.
- While the bulk of the data tells us that a higher valuation leads to higher awareness, there are exceptions like JUUL Labs who is valued at $50 billion but is known by just 36% of consumers.
- The fastest-growing unicorns are JUUL labs ($68.7M per day), Scopely ($20M per day), DoorDash ($18M per day) and Airbnb ($11.1M per day). Growth is indicated by the value added per day since the company joined the unicorn list.
Take a look at the full report here.