• by Erik Sass  @eriksass1, October 31, 2014

The Digital Engagement Index fell by over a quarter on Thursday, as Axe saw social activity for its Axe Hair videos subside. However some brands still scored big gains: Microsoft led the pack thanks to the Microsoft Band product launch, and Pillsbury tracked enormous growth, driven by its "How to" videos, such as the Halloween themed "How to Make Pillsbury Crescent Mummy Dogs" video.