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Royal Wedding- Social Media


Analysis
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Social media buzz for The Royal Wedding


1200000
1000000
800000
600000
Global Reach

400000
200000
0
0 200000 400000 600000 800000 1000000
Number of mentions
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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Spread of mentions for The Royal Wedding in India

Twitter Blogs Social Media News


30000
25000
9765
20000
15000 6544
4333
998
10000 3211
654 2133
5000 1233
231 10222
6433
4322
0
Nov '10 - Dec '10 Jan '11 - Feb '11 Mar '11 - Apr '11
Key takeaways:

•In India, on 29th April, there are on an average 2 tweets per minute for the Royal Wedding
recording 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
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Discussions in India for The Royal Wedding

7%
11%
34%
13%

14%
21%

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

# 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
11% Wedding.

Positive • Reactions:
Negative •54% is positive with India’s
35% 54% heritage being showcased at the
Neutral
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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• 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 •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.
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Viral campaigns of global brands using the Royal Wedding theme for
promotions

Overall discussions

Kodak : “Prints Charming” poster ads


2%
12% Easyjet: Top 20 Royal Wedding Look-a-likes
announced, print ads

22% T-Mobile: Royal Wedding spoof video has got


more than 65 Million views on YouTube!
64%
PG Tips: Drink Tea while watching the Royal
Wedding

T-Mobile Easyjet Kodak PG Tips


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Sentiment tone

100%

80% 41 49 51
61
60%

40% 34 17 21
12
20% 34
25 28 27
0%
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