THE DIGITAL TOUCH

DOES SOCIAL MEDIA FOLLOWING FOR A FRANCHISEE HOLD SOMETHING GREAT FOR YOUR BRAND? (SRH & RCB)

Plausible Marketing Question

How important is social media presence? Do I choose a strong team on social media but has been an inconsistent performer or a low profile team that has consistently performed above expectations in most IPL seasons?

Data Interpretation

• For RCB, despite coming last, its principal sponsor Wrogn has benefited in terms of awareness over the weeks. A jump of 14% can be seen in the total awareness figure for Wrogn.
• However, an interesting insight is this pattern will not be true for low profile teams and those that didn’t perform well.
• SRH’s principal sponsor, Coolwinks, witnessed a jump of 17% in total awareness from week 1 to week 6 of IPL. Considering that the team performed better than RCB, the jump in awareness could have been more had SRH been more active on social media.