Talkwalker Market Pulse - Cricket, cola ads and changing names
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Consumer Insights - England are cricket champions, but India wins online
Cricket comes home. Over the weekend, we saw the conclusion of the cricket Twenty20 World Cup—a tournament for the shortest format of the game organized by the International Cricket Council (ICC). England defeated Pakistan in the final to be crowned T20 World Champions. The competition started on the 16th of October in Australia, and garnered 5M online mentions in total, with a net sentiment of 67%. Spikes were seen during the most exciting stages of the tournament, the semi-finals and the finals, but these were dwarfed by a spike in the early stages.
Virat goes viral. The tallest surge in mentions came during the match between fierce rivals India and Pakistan. The cricket community witnessed an exemplary performance by India’s superstar batsman, Virat Kohli. Despite England’s dominant display in the semi-final and the final, the voices of the Indian fans were the loudest during the course of the tournament. In fact, the most engaged post of the T20 World Cup 2022 was ICC’s tweet appreciating “King Kohli’s” innings against Pakistan - it generated half a million engagements, exploding around the world as shown in the Virality Map below.
Want more sports insights? Check out Talkwalker’s Social Content Ratings.
Industry Insights - Pepsi gets extra “bonggang”
Pepsi party in the Philippines. This week, Pepsi underscored an important brand premise: It's all about the company you keep. The soft drink giant rode two waves of social engagement driven by a Twitter video featuring Filipino superstar couple Donny Pangilinan and Belle Mariano. The ad, posted to Pepsi Philippines, shows the two preparing with their friends for an extra "bonggang" (lavish) Christmas party with nachos, pizza, and extra large glasses overflowing with Pepsi. The power couple drinking Pepsi together lent some serious cred, and boosted the overall conversations about the brand to an impressive 270K for the week. ?
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The #DonBelle effect. Singer, actress, and model Belle Mariano made headlines this year for becoming the first Filipino woman to win the Outstanding Asian Star award at the 17th Seoul International Drama Awards. She stars with her partner, and Filipino heart-throb, Danny Pangilinan in the Netflix romantic series He’s Into Her. A sentiment analysis shows that the official campaign hashtag drove positivity, and helped to spread some of that #DonBelle brand love. How this strategy played out in Pepsi's favor can be seen in the Influencer Network, where the brand message was amplified by the large reach of the #DonBelle fan base. This campaign demonstrates that if you want extra good vibes about your brand, you’d better get extra "bonggang" about your social influencer strategy.
Learn more about how to leverage influencer marketing.
Movers & Shakers - The name’s Wilson, Rainnfall Heat Wave Rising Sea Levels Wilson
What’s in a name? Rainn Wilson, star of Weird: The Al Yankovic Story changed his name this week to “Rainnfall Heat Wave Rising Sea Levels Wilson”. And it was no joke. According to Wilson, he was as serious as the melting Arctic. He made the change to support a campaign by climate change awareness body Arctic Basecamp. The initiative generated 14K online mentions, and a negative 48% net sentiment showed that netizens understood the seriousness of the matter. Responses to Wilson’s tweet echoed this sentiment, generating more than 1.7K engagements and significant negative sentiment as shown in the Virality Map below.
Make a name for yourself. We found that in addition to Wilson bringing awareness through his new name, the online community started discussing climate change more intently, as seen in the theme cloud below. The actor urged others to also join the cause and change their names to raise awareness by sharing the link to Arctic Basecamp’s name generator. Here, anyone can make an awareness-raising name for themselves in a bid to fight climate change.
Read our sentiment analysis guide which will help you understand consumer emotions.