RIL’s massive soft launch event for Reliance Jio 4G was not only a huge on ground success but it even had social media buzzing, in some parameters even outperforming paid campaigns seen on Twitter over the year.
According to data from Trends Map’ iTrended tool, the official hashtag of the event #CelebratingJio trended on Twitter for around 14 hours. In all, the hashtag trended in 5 countries globally, gaining a highest rank globally of 6. Mumbai, Delhi, Kolkata, Bangalore & Pune were the top 5 contributors in terms of tweets
#CelebrateJio in numbers…
The total number of conversations generated were 77,000+ leading to earned potential impressions of approximately 440 million and a 93 per cent positive sentiment (According to Frrole). Trends Map tracked tweets using the hashtag from December 23 to December 29. In all, 82,900 tweets were tracked with over 26,500 users tracked in 46 different places. At last count, iTrended showed that the hashtag had a RT rate of 62 per cent with over 51,000 retweets so far.
Comparison With Other Hashtags In 2015
To put things in perspective, consider these numbers; #SaluteSelfie, a paid campaign by RCom had around 100,000 tweets in a span of a week. #SaluteSelfie was run during the Independence Day week and also featured celebrities.
According to the “2015 #YearOnTwitter in India” report by Twitter, India beating Pakistan in the first match of the Cricket World Cup in 2015 was the most viewed TV and sports event of the year and drew 118.3 million impressions on Twitter.
Compared to these events, it is easy to see that #CelebrateJio has managed to hold its own in the social sphere.
Driven by the massive star power of Shah Rukh Khan, who has been announced as the brand ambassador of Reliance Jio 4G, there should have been no doubt that RIL would benefit from the actor’s legions of tech savvy fans. Khan, himself, took time out to tweet from the venue, which further added to the engagement
Apart from Khan, RIL got a whole bunch of celebrities from Bollywood as well as sports personalities like Sachin Tendulkar and Sania Mirza to tweet about the event. Of course, there was a bit of a controversy when Twitter users started noticing that almost all the celebs were tweeting nearly exactly the same thing, bringing to light the massive celebrity endorsement that the company had undertaken to ensure the launch got its limelight.
According to Trends Map, the top people included:
Globally, the event was being talked about in countries as diverse as Vietnam and the US. These included Austria, India, Latvia, United States and Vietnam. In Vietnam, the hashtag trended at #1 for 125 minutes.
Mumbai accounted for 16 per cent of the total tweets, followed by Delhi with 10 per cent. Bangalore contributed 5 per cent of the total tweets.
Apart from Indian cities, some other cities and regions where #CelebrateJio trended included Long Beach (#7), Lucknow (#2), Mesa (#7), Mumbai (#1), Nagpur (#1), New York (#3),Riga (#5), Saint Petersburg (#3), San Diego (#8), San Jose (#7), Tucson (#7), Vienna (#1) and Virginia Beach (#7).