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Royal Wedding- Social Media

Analysis

This document is proprietary and confidential. Reproduction prohibited.

0

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Social media buzz for The Royal Wedding

Number of mentions

Glo

bal

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INDIA AUSTRALIA UK USA•More than 18 lakh mentions till date have been recorded worldwide from Nov 2010- when

the wedding was announced till date with nearly 14 lakh mentions coming from USA, UK,

Australia and India

•During the wedding, there were about 6 Lakh tweets worldwide and 600 tweets from India

(recorded between 3PM and 6 PM IST)

•Mentions from India for the past week have recorded about 50000 mentions on Facebook

and Twitter alone showing a 700% increase in mentions in just 1 week!!

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64334322

10222654

231

9983211

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65444333

2133

9765

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5000

10000

15000

20000

25000

30000

Nov '10 - Dec '10 Jan '11 - Feb '11 Mar '11 - Apr '11

Twitter Blogs Social Media News

Key takeaways:

•In India, on 29th April, there are on an average 2 tweets per minute for the Royal Weddingrecording a growth rate of 131% from last week’s tweets on Royal Wedding

•The increasing percentage of news mentions indicates a very high media interest in the event

•Top conversations on Twitter in India:•Royal wedding, very boring•On which channel can I watch the live streaming?•Google’s doodle on Royal Wedding

Spread of mentions for The Royal Wedding in India

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34%

21%14%

13%

11%

7%

Discussions in India for The Royal Wedding

I am watching the wedding, Who else is?

Which of the celebrities are attending?

I could care less about The Royal Wedding, I got work to do

What is the itenerary?

I'd rather watch IPL

What is so special about Royal wedding when people here are suffering for a days meal

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Positive sentiment for India’s gifts and merchandise for the Royal Wedding

54%35%

11%

Positive

Negative

Neutral

# of relevant mentions = 113

•Ludhiana’s Centex exports was chosen

from across the world to manufacture

4000 soft woolen stoles

•Centex employees are very excited to

see their stoles as part of the Royal

Wedding.

• Reactions:

•54% is positive with India’s

heritage being showcased at the

wedding and Indian export market

looking up

•35% shows a negative sentiment

towards Centex’s association with

the Royal Wedding- people have

not still gotten over with the British

ruling India in the past

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•Shaadi.com – used the Royal Wedding theme

to revamp their website and ran a survey on

which do their members think is the best Indian

celebrity to match Prince William.

•The survey showed that Katrina Kaif as the top

voted with 75% votes followed by Priyanka

Chopra and Sonakshi Sinha.

• Majority of people in India are largely unaware

that a volley of Indian brands from Tanishq,

Ponds, MakeMyTrip to Lotus Herbal are

sponsors for this high profile event

•Indian brands feel that they sponsoring this

event would help them effectively reach out to

their NRI target segments and showcase their

solutions

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64%

22%

12%2%

T-Mobile Easyjet Kodak PG Tips

Viral campaigns of global brands using the Royal Wedding theme for

promotions

Overall discussions

Kodak : “Prints Charming” poster ads

Easyjet: Top 20 Royal Wedding Look-a-likes

announced, print ads

T-Mobile: Royal Wedding spoof video has got

more than 65 Million views on YouTube!

PG Tips: Drink Tea while watching the Royal

Wedding

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Sentiment tone

25 34 28 27

34 17 2112

41 49 5161

0%

20%

40%

60%

80%

100%

Kodak Easyjet PG Tips T-Mobile

Neutral Negative Positive

•Kodak -Prints Charming- corny puns, Stretching too far with the MiddleTons caption

•EasyJet- rewards a year of free flights to Kate and William’s look alike couples- very

innovative and popular campaign

•PG Tips- Love the poster ad, no wedding without tea

•T- Mobile- Royal wedding dance Video- Brilliant viral campaign, although I wish the

content was original