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Brands Tracked
Pg 2
INTRODUCTION
The theme of this year's Indian Premier League was #10SaalApkeNaam. With a successful 10th edition, IPL achie...
Platforms Tracked
Engagements Tracked
Amplifications
179.19 million
Conversations
Applauses 32.124m
Video Engagements 152.8...
84
68
Brands using Video Content on Facebook & Youtube
2016 vs 2017
Video Content Distribution Video Content Share
Markete...
Social Media Display marketing
WINNER
Content strategy
Green Cap
Orange Cap Purple Cap Blue Cap
Brand who excelled in all ...
x1
As of 2017, India has more than 200 million users on social media. But brands like CEAT Tyres were busy buying TV ad sl...
Ÿ Vivo was the most engaging brand followed by Vodafone and Make My Trip.
Ÿ Vivo was most active brand on social media thi...
Vivo being the title sponsor of IPL-2017 made most of the opportunity. It topped the engagements chart leaving the telecom...
Engagements were also analysed by specific engagement type. The three engagement types measured were:
Ÿ Applause, represent...
Vivo
Vodafone
Make My Trip
Amazon
Jio
Kingfisher
FBB
Hike
Motorola
Gionee
Mother Dairy
22,500,384
21,643,446
20,386,363
16,...
Vivo, Motorola and Gulf Oil secured top 3 positions in total activity as well as tweets. Twitter was most preferred channe...
Vodafone was the most active of all brands in replying. The telecom giant replied at an average of more than 1073 replies ...
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Social Media...
Content and engagement go hand in hand. Whether it is a 140-character tweet, GIFs, videos or images, you cannot expect
eng...
#1
#2
#3 #4 #5
Ÿ All brands focused on engaging users in conversation with personal authentic responses.
Ÿ Vodafone and Mo...
Amazon
The E-commerce giant made most of IPL-2017 with
ChonkPur Cheetahs. Amazon’s characters Dhyani, Coach, and
others ga...
Vodafone & Motorola
Both the brands created the best real-time responsive content which was equally creative. Vodafone wen...
Display marketing is the broadest of all the three parameters. Ranging from real time on air ads to over the top platforms...
Ÿ Hero Cycles topped the chart with its all-around presence during IPL-2017, it felt like “Wherever you go I follow.”
Ÿ In...
Hero Cycles
If you follow IPL closely there is one thing which you must
have noticed for sure, presence of Hero Cycles eve...
Pg 22 Display Marketing
Vodafone & Amazon
Both the giants came up with one of the most liked campaigns. While Vodafone bro...
Conclusion
Pg 23
Though this year's IPL kicked off with 8 grand opening ceremonies, but there was only one winner. Similarl...
Content Strategy
Display Marketing
Social Media
Score by Category
Top 11 Digital Marketing kings of IPL
1
9
8
7
6
5
4
3
2
...
Get In Touch
Create your campaign for the second biggest sporting event in India!
PRO KABBADI LEAGUE SEASON 5
Social Media...
Subscribe to XOR Labs Blog and get latest Digital Marketing news, trends, and insights.
Have any digital marketing questio...
A Quantitative Digital Marketing Analysis of IPL 2017
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A Quantitative Digital Marketing Analysis of IPL 2017

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This IPL saw more new brands come in like Parle, Vimal Pan Masala, and Polycab. Marketing communication of these brands
was focused on brand recall than sales as were the case with some of the Indian e-commerce startups last year. Freecharge,
the startup who topped the chart last year, simply decided to skip this year. Apart from Freecharge, start-ups like Flipkart, Ola, and Myntra, who were in Top 11 last year, were also not active.

Now, as the tournament is over, this is our 2nd annual IPL Digital Marketing Report to find how well the IPL sponsors and
advertisers supported their marketing campaigns on digital marketing channels.

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A Quantitative Digital Marketing Analysis of IPL 2017

  1. 1. Brands Tracked Pg 2
  2. 2. INTRODUCTION The theme of this year's Indian Premier League was #10SaalApkeNaam. With a successful 10th edition, IPL achieved what it set out to achieve and turned out to be #ManoranjanKaBaap. But a lot has been changed in last 10 years. Now Indians can watch their favourite game in HD. IPL is available on mobile phones. Millions of people are now watching IPL on Hotstar. As IPL gave marketers an audience to reach via TV ads, brands shifted gears from television and conventional media to social media in last 10 years. As India was celebrating the 10th edition of the IPL, expectations of the fans, advertisers, sponsors and broadcasters were high from India's largest sports event. Sony, the official TV broadcaster of the IPL, was set out to gain Rs.1300cr from this year's IPL ad-spots, a 18% increase from last year's IPL. With the conclusion of IPL 2017, Sony was able to complete its target of Rs. 1300cr. But what remains to be seen is how much advertisers and sponsors gained from this year's IPL. This IPL saw more new brands come in like Parle, Vimal Pan Masala, and Polycab. Marketing communication of these brands was focused on brand recall than sales as were the case with some of the Indian e-commerce startups last year. Freecharge, the startup who topped the chart last year, simply decided to skip this year. Apart from Freecharge, start-ups like Flipkart, Ola, and Myntra, who were in Top 11 last year, were also not active. Now, as the tournament is over, this is our 2nd annual IPL Digital Marketing Report to find how well the IPL sponsors and advertisers supported their marketing campaigns on digital marketing channels. Pg 3
  3. 3. Platforms Tracked Engagements Tracked Amplifications 179.19 million Conversations Applauses 32.124m Video Engagements 152.81m Social Media Presence of Brands 106 68 96 NumberofBrands Platforms 16 843k 589k Overview Content Shared Twitter hosted more than 65% of total content posted this IPL. Twitter Facebook Google+ Youtube (65.43%) (26.69%) (2.81%) (5.06%) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75,893 Replies Tracked Vodafone single-handedly grabbed more than 66% share of total replies. Pg 4
  4. 4. 84 68 Brands using Video Content on Facebook & Youtube 2016 vs 2017 Video Content Distribution Video Content Share Marketers preferred Facebook over YouTube for video sharing. Engagements Activity Replies 2016 2017 1,85,18,824 3,58,57,255 53,342 15,917 70,47073,269 13,58,57,255 0 108 Pg 5 Total Posts 32,070 Video Posts 3,207 Video content posted was exactly 10% of the total content. Youtube No. of Brands Facebook (47.24%) (52.76%) (for top 11 players)
  5. 5. Social Media Display marketing WINNER Content strategy Green Cap Orange Cap Purple Cap Blue Cap Brand who excelled in all 3 fields will be wearing the most enticing prize for an advertiser Scoring & Methodology Pg 6
  6. 6. x1 As of 2017, India has more than 200 million users on social media. But brands like CEAT Tyres were busy buying TV ad slots and strategic timeouts. They completely missed the opportunity to tap their users on social media. But the brands who used social media in their marketing campaign certainly get the most out of their sponsorship. Social Media Evaluation criteria Brand engagement Brand activity Replies to Users x2 x1x1 Orange Cap Brand who batted well in the social media crease Winner Pg 7
  7. 7. Ÿ Vivo was the most engaging brand followed by Vodafone and Make My Trip. Ÿ Vivo was most active brand on social media this season, while Motorola and Gulf Oil were next in line. Ÿ Vodafone learnt from their mistakes they have made in the last season and delighted its users not only in quantity but with quality replies. The telecom giant was followed by Vivo and Mumbai Indian's Title Sponsor “Videocon D2H”. Orange Cap: Top 5 Social MediaPg 8 x1Brand engagementKey Brand activity Replies to customers #1 #2 #3 #4 #5
  8. 8. Vivo being the title sponsor of IPL-2017 made most of the opportunity. It topped the engagements chart leaving the telecom giant Vodafone behind with a margin of nearly 4.5 million. #VivoV5s and #VivoPerfectSelfie campaign with a dedicated website helped the mobile manufacturer lead from front. #VodafoneSuperfan and #MakeMostofNow drove Vodafone to 2nd position with 21.67 million engagements. Engagements and Video engagements graphs are similar except for the positions of Jio and Gionee. Vivo, Jio and Amazon were most consistent and secured positions in top 5 in all the parameters. Brand Engagement Vivo Vodafone Make My Trip Jio Amazon Kingfisher FBB Gionee Hike Motorola Mother Dairy 26,137,992 21,670,493 20,997,746 18,689,897 18,447,937 9,343,029 5,772,632 4,607,544 4,070,665 3,568,875 2,550,445 Top 11 Brands by Total Engagement (likes + share + comments + favorites + retweets) Social MediaPg 9
  9. 9. Engagements were also analysed by specific engagement type. The three engagement types measured were: Ÿ Applause, representing favorable responses and including metrics such as likes and favorites, Ÿ Conversation, representing consumer responses and including metrics such as comments and replies, Ÿ Amplification, representing brand advocacy and including metrics such as shares and retweets Top brands by Engagement type Book My Show Vivo Jio Amazon YES Bank Etihad Airways Gionee Himalaya Men Kingfisher Motorola Mother Dairy Top 11 Brands by AmplificationTop 11 Brands by Applause (shares + retweets) Top 11 Brands by Conversation Amazon Vodafone Jio Kingfisher Vivo Parle Arabol Kenstar Etihad Airways Gionee YES Bank (likes + favorites) Brand EngagementSocial MediaPg 10 (comments + replies) Vivo Jio Amazon YES Bank Gionee Kingfisher Idea Gillette Hike Book My Show Mother Dairy 4,404,404 3,087,659 2,868,575 1,848,405 1,753,388 1,514,843 1,222,443 1,073,830 898,295 790,621 773,011 81,361 51,954 49,898 27,997 26,814 22,167 17,723 13,936 13,822 13,500 11,009 134,145 74,261 73,367 69,947 29,955 29,586 28,557 21,613 20,287 17,290 17,254
  10. 10. Vivo Vodafone Make My Trip Amazon Jio Kingfisher FBB Hike Motorola Gionee Mother Dairy 22,500,384 21,643,446 20,386,363 16,881,274 16,714,774 8,337,455 5,255,920 3,342,029 3,240,674 2,818,636 1,948,638 Video Engagement Video EngagementsSocial MediaPg 11 Even though video content contributed just 10% to the total content posted in IPL 2017, it was this 10% that grabbed more than 85% of the engagements this season. On an average every video posted during IPL Season 10 attracted 47.65K engagements. It was Video Engagement which helped crashing Vivo to success in overall engagements. 86% of the whooping 26.13 Million engagements of Vivo came from Video content. 3 Brands, namely Vivo, Vodafone and Make My Trip crossed the 20 Million video engagements' mark this season. Video Engagement (likes + share + comments + favorites + retweets)
  11. 11. Vivo, Motorola and Gulf Oil secured top 3 positions in total activity as well as tweets. Twitter was most preferred channel with 84.4% of activity of top 11 brands taking place on the microblogging site. Jio was least active of the Top 11 brands in terms of tweets as well as percentage of tweets to total activity. Just 31.8% of the total activity of the telecom giant was on Twitter. Brand activity Vivo Motorola Gulf Oil Vodafone Finolex Book My Show Zeven World Itz Cash Himalaya Men Daikin Jio 3,747 2,988 2,060 1,062 919 507 501 462 460 419 321 Top 11 Brands by Tweet Activity (Tweets) 4,039 3,157 2,193 1,087 1,037 1,011 1,008 662 605 559 559 Vivo Motorola Gulf Oil Vodafone Finolex Book My Show Jio Zeven World Daikin YES Bank Itz Cash Top 11 Brands by Total activity (Tweets + Fb posts) Pg 12 Social Media
  12. 12. Vodafone was the most active of all brands in replying. The telecom giant replied at an average of more than 1073 replies per day. The quantity of Tweets didn't hinder the quality and Vodafone's replies were personal and authentic. Jio was the only brand catering its customers with Facebook replies. 50,459 6,141 2,909 2,549 1,995 1,458 1,201 1,191 1,105 950 512 Vodafone Vivo Videocon D2H Motorola Voltas YES Bank Daikin Etihad Airways Maruti Suzuki Canara Bank Lawaman Pg3 Top 11 Brands by Replies to Customers (No. of replies) Replies to Users Pg 13 Social Media
  13. 13. Get In Touch Create your campaign for the second biggest sporting event in India! PRO KABBADI LEAGUE SEASON 5 Social Media Analytics Report on PKL Season 4 Your last chance of the year to reach a massive audience. Download Now
  14. 14. Content and engagement go hand in hand. Whether it is a 140-character tweet, GIFs, videos or images, you cannot expect engagement unless you create engaging/impressive content. Unlike the last year, companies focused more on branded content in 2017. However, not all brands were able to relate content with the game. Manforce was the emerging player of content game this year. However, Vodafone grabbed the title. Content strategy Purple Cap Brands who bowled out their opponents with best economy rate Conversation with users Personal authentic responses On air publicity of hashtag Actively used hashtag with the game Consistency Engagement authenticity Game related content Real time responsive Content creation Variety in content Creation Branded content Synergy of content with the game Content Development Content distribution Strategy Pg 15 Winner How we Scored?
  15. 15. #1 #2 #3 #4 #5 Ÿ All brands focused on engaging users in conversation with personal authentic responses. Ÿ Vodafone and Motorola showed tough competition-on the creative front as well as in creating real-time content.. Ÿ All brands performed well in content distribution except Motorola which did not focus on on-air publicity. x1Engagement AuthenticityKey Content Development Content Distribution Strategy Purple Cap: Top 5 Pg 16 Content Strategy
  16. 16. Amazon The E-commerce giant made most of IPL-2017 with ChonkPur Cheetahs. Amazon’s characters Dhyani, Coach, and others garnered fame not just on-air but on social media as well. Their custom responses to the customer queries on social media were in perfect synergy with IPL. Pg 17 Content Strategy Manforce This year’s emerging player in content played Intimate Partner League and gathered humongous response and engagements on social media. Creativity with a touch of wit made the content incredible for Manforce.
  17. 17. Vodafone & Motorola Both the brands created the best real-time responsive content which was equally creative. Vodafone went a step ahead with added element of wit to the content. Synchronization of the on-air publicity with perfect hashtag usage by Vodafone helped the telecom giant in securing the top rank. Pg 18 Content Strategy Ceat Tyres & Polycab It seems the official strategic timeout partner was on a timeout with no real-time content and no conversations with users. Ceat Tyres used the official as well as Ceat CCR (Ceat Cricket Review) handles for IPL 2017 but got stumped yet again. Polycab got stuck in multilingualism and could not engage users in conversation. The multi-talented player (Polycab) left the field in between the game and stopped posting exactly a month before the scheduled IPL final.
  18. 18. Display marketing is the broadest of all the three parameters. Ranging from real time on air ads to over the top platforms like Hotstar attracts largest chunk of expense from various brands. IPL 2017 witnessed a heated battle in telecom industry. Newest entrant in the industry Jio locked horns with Vodafone, which completed 10 years of its partnership with IPL. Blue cap was awarded to the brand which made its presence felt all-around. Display Marketing Website for the game Relevance of the website with the game Website is hosted on the brand domain Web traffic on the game related landing page Ads are related to the TV/digital campaign On-air ad spot on TV/HOTSTAR Official campaign website display in the commercial Web Engagement Real time AD buys Pg 19 Winner Blue Cap Brand who fielded well in Display Marketing How we Scored?
  19. 19. Ÿ Hero Cycles topped the chart with its all-around presence during IPL-2017, it felt like “Wherever you go I follow.” Ÿ In real time ad buys, Vodafone and Jio were two such brands who bought most ad slots. This paid them back in securing them a position in top 5. Ÿ Vivo had one of the most ad slots in real time, but poor performance in other parameters, pushed them out of the top 5. Pg 20 Display Marketing x1Web EngagementKey Real time Ad buys Blue Cap: Top 5 #1 #2 #3 #4 #5
  20. 20. Hero Cycles If you follow IPL closely there is one thing which you must have noticed for sure, presence of Hero Cycles everywhere. The Ludhiana based company advertised on air, on various websites, on all social media platforms, as the title sponsors of Kings XI Punjab and transformed their website in sync with the ongoing campaign. An All-round performance by the Cycle makers fetched them the “Blue Cap”. Jio This emerging player of the Indian telecom market played all out in IPL 2017. Strategic marketing efforts like fan wave in Wankhede Stadium and Vivo Jio Cricket Mania offer was in perfect coordination helped Jio #MakeMostofNow ;). Maruti Suzuki Maruti Suzuki left no stone unturned with its Vitara Brezza “Sport of Glamour” campaign. Campaign was perfectly in synchronization with the game. The Automobile giant was one of the official partners of IPL. It used the position to display its advertisement on air, on Hotstar, presented Vitara Brezza #GlamShot of the Season and above all hosted “cricfantasy.in” which brought huge traction to the brand. Pg 21 Display Marketing
  21. 21. Pg 22 Display Marketing Vodafone & Amazon Both the giants came up with one of the most liked campaigns. While Vodafone broke age barriers with its #MakeMostofNow Campaign, Amazon tapped tier-2 and tier-3 cities with its heart-warming #ChonkpurCheetahs campaign. As an associate sponsor of Sony Max Vimal Pan Masala spent most of its marketing budget on real time on-air ads. Roping in Ajay Devgn for “Bolo Zubaan Kesari” and connecting whole of India was perfect moves. But what went wrong for them was that they left digital media untapped and that is why Vimal Pan Masala was one of the lowest scorers in this year's IPL. Vimal Pan Masala
  22. 22. Conclusion Pg 23 Though this year's IPL kicked off with 8 grand opening ceremonies, but there was only one winner. Similarly, we gave away 3 caps to 3 different brands, but there can only be one winner. This year the battle on all fronts (Display, Content and Social Media) was so furious that no brand could remain consistent in terms of rankings except for Yes Bank and Vodafone. Both the brands were the only Two to secure a rank in all the Top 5 ranks (Display, Content and Social Media). It was due to this consistency that Yes Bank held 2nd Position and Vodafone won the Green Cap. Major driving factor behind Vodafone's success was great content, able content distribution, best customer satisfaction and perfect usage of ad slots. Perfect mix of Zoozoos with Happy Couple celebrating their Second Honeymoon helped Vodafone #MakeMostOfIPL2017. Yes Bank's success should be credited to its game related content and catchy hashtags. #IndiaBoleYes and #SayYesToGrowth were some of the many hashtags used by Yes Bank which made its presence felt in social media and display advertisements. Display proved its mettle yet again. Six of the Top 11 brands didn't perform well in display and finished in bottom seven (Motorola, Amazon, Kingfisher, Gionee, UltraTech Cement and Zeven). Book My Show was the most consistent brand in terms of points in all three parameters and managed 8th position in Top 11. Poor performance in content creation and distribution hit the title sponsor of IPL - Vivo hard and pushed it to third rank in overall rankings. Four of the top five spending advertisers in IPL 2017 managed a rank in top 6 (Vodafone, Vivo, Reliance Jio and Amazon India). While 7 out of the top 11 brands belonged to the top spending categories (Handset Makers, Telecom Operators and Online Shopping).
  23. 23. Content Strategy Display Marketing Social Media Score by Category Top 11 Digital Marketing kings of IPL 1 9 8 7 6 5 4 3 2 11 1010 Overall Ranking
  24. 24. Get In Touch Create your campaign for the second biggest sporting event in India! PRO KABBADI LEAGUE SEASON 5 Social Media Analytics Report on PKL Season 4 Your last chance of the year to reach a massive audience. Download Now
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