In the ring today are Nike (official kit sponsor of Team India) and Puma - one of their direct rivals. While Nike is sponsoring Team India, Puma has slowly and gradually focused on influencer marketing over the past few years to grow the buzz around their brand. We’ve taken a look at data from the past thirty days (excluding Instagram) and are happy to share our findings with you!
Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the ICC World Cup buzz, using their platform. Talkwalker Analytics analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data.
Both Nike and Puma are popular brands. There is no doubt about that. But it’s important to know what age group and gender they resonate with. Unsurprisingly both seem to be popular with quite a similar demographic profile. What is interesting to note is that Puma seems to have more women talking about it as compared to Nike ( hat’s off!) – this could be in part due to their recent collaboration with Sara Ali Khan. It’s also the millienial age group that is buzzing about both brands Note that a significant chunk of Nike’s mentions come from the 35-44 age group as well.
Sport is always related with emotions, so we thought why not have a look at the emojis associated with both sportswear brands. It’s interesting to see that both brands have a similar emoji map with the fire emoji as the most commonly used emoji. Other emojis that are common are the camera, heart eyes, clapping emoji and of course the cricket bat and ball. Funnily enough, it’s only Puma that features the sneakers emoji, not Nike.
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Watch the film conceptualised by Daiko FHO here