High investments in IPL doesn't mean high engagement on digital channels
Vivo was able to justify its huge IPL investments with amazing returns on digital front backed by a comprehensive digital media strategy.
According to our recent report on IPL 2017 by XOR Labs, the mobile brand garnered 26.1 million engagements on social media followed by Vodafone, MakeMyTrip, and Reliance Jio. However, not all IPL sponsors and advertisers received similar response.
The strategic timeout partner, CEAT Tyres, was not quite active on the digital media and refrained from supporting its IPL sponsorship. According to the same report, the tyre brand posted only 69 posts on social media throughout the tournament which received a marginal 5084 engagements.
Similarly, the big time TV ad spot buyers, Parle and Yamaha, did not back their campaign on digital fronts. Parle’s social media activity during the event was restricted to 44 posts. It did receive 1.1 million engagements but the high engagement per post suggests that the brand used paid mediums to garner such high engagements. Yamaha Motors’ 327 posts during the event garnered 405,467 engagements, far from the top advertisers.
Polycab emerged as one of the biggest TV ad spot buyers during IPL 2017. Its ad campaign was multilingual and was aired in five languages. Despite such huge spending, the brand was silent on social media with only 54 posts during the tournament which received 14,164 engagements.
Polycab got stuck in multilingualism and could not engage users in conversation. The wire brand left the ﬁeld in between the game and stopped posting exactly a month before the scheduled IPL ﬁnal.
There were several other brands who did spend a lot on TV ads but failed short to capture the audience on social media.
7UP India’s social media handles were quite after 19 April. Lloyd promoted its AC brand on TV ads but they did not come up with branded social media content. Its Twitter handle only displayed retweeted content. While Voltas was active on Facebook, it only posted 2 tweets during the tournament.
The success stories
While IPL claims its viewership to be 660 million, there’s a second screen on which a wide audience can be captured. It is on these fronts many brands have not put their efforts on.
There are success stories and instances too where team sponsors outperformed IPL sponsors and TV advertisers. BookMyShow’s content was shared the most on social media, ahead of Vivo, Reliance Jio, Amazon, and Yes Bank.
Etihad Airways, a non-Indian brand who did not spend on TV ads, also received more share on its content than Ceat Tyres, Gionee, and Motorola. Similarly, Hike, who didn’t invest in TV ads, was ahead of Motorola and Gionee in video engagement.