OR…. A 15 minute discovery of how an 80-year-old sponsorship relationship is moving into the digital age.
Wimbledon and Robinsons go hand in hand (much like strawberries and cream), and the Robinsons brand name is synonymous with the famous Tennis Championships. This soft drink brand is a long standing sponsor of Wimbledon although much has changed since the start of their partnership. With the surge in social media usage, Robinsons know that to get maximum value from their sponsorship they have to be present and engaging with consumers online.
With Wimbledon now come to a close for another year, we’ve taken 15 minutes and, using social media listening tools, discovered how this relationship has moved forward to promote their brand and connect with their customer base in the digital age.
First of all, Media Measurement analysts set up a search and looked at the sheer volume of posts the brands and tennis fans posted mentioning Robinsons in relation to Wimbledon.
The first discovery was that during the tournament there were over 3,000 posts on various social platforms mentioning Wimbledon and Robinsons together! Twitter and Instagram were the most engaged-with channels – though this hardly surprising given the ease with which users can quickly share photos and use hashtags to attract likes and RT’s.
The second interesting find was the peak in activity on the 7th July with almost 2,000 posts on that day. Upon further investigation, it became clear that this was driven by a Londis and Robinsons competition, which had great success – generating over 1,800 retweets. These tactics helped Londis to gain new followers and as part of the competition T&Cs, it promoted the Robinsons brand – a further reminder on social of the brand’s involvement in the Championship.
Our team also had a quick look at last year’s results and quickly discovered that last year Robinsons mentions peaked twice during the tournament – interestingly enough these peaks were also attributed to the Londis competition which was run every Wednesday of the Championship. This weekly event played a big part in the 5,500+ mentions of Robinsons during the 2016 season – clearly both Londis and Robinsons decided to to pursue similar tactics this year following the success in 2016.
|Comparison of mentions at Wimbledon 2016 vs 2017 for Robinsons. The peaks can be attributed to the Londis competition, although it was run twice at the 2016 Championships.|
Media Measurement analysts also observed other posts receiving traction and it was noticeable that most of those were celebrity posts with high follower numbers, such as Geordie Shore’s Vicky Pattison with over 2 million followers on Twitter and 3.7 million followers on Instagram. Similarly, other high profile celebrities mentioned the brand, frequently mentioning the Robinsons twitter or instagram handle @robinsons_uk and/or hashtag #tasteofwimbledon. This hashtag goes to show how ingrained the Robinsons brand is with the experience of Wimbledon.
To a lesser, yet still visible, extent this also included bloggers, who posted about Wimbledon and Robinsons role around the tournament.
Finally, Media Measurement analysts had a quick look at the other sponsors of the Wimbledon Championships and how they nurtured the Wimbledon relationship and their brand image during the tournament.
First up Pimm’s, that staple of the British summer and Wimbledon. A quick search revealed that there were circa 4,700 posts during the tournament mentioning the sponsor in conjunction with Wimbledon. Interestingly, there were no significant spikes observed during the period of the tournament, suggesting more frequent organic mentions of the brand proving its popularity as the go-to beverage for those watching the tournament at home or onsite. The most commonly used hashtag was, of course, #pimmsoclock. However, the brand and its ambassadors took the opportunity to promote the brand with posts reaching their substantial follower base.
We also looked at Wimbledon’s sponsor Evian, another drink that is an established regular at Wimbledon. A quick look at the social mentions uncovered over 5,600 posts with a peak on 3rd July due to a Little Mix tweet going viral. The popularity on social for the water brand was largely driven by the hashtags for #liveyoungwimbledon and #wimblewatch as the series unfolded during the Championship. Notably, the brand also received mentions by celebrities, including Little Mix as mentioned above.
Where are we heading?
Media Measurement’s 15 minuted surgery on the Robinsons brand during Wimbledon shows the impact sponsorship had for Robinsons as they reaffirmed its status as THE sponsor of Wimbledon. It also demonstrates the different tactics used for strengthening the brand image via celebrity endorsements and competitions – both of these combined with the brand’s established popularity translated into numerous posts and an ever increasing brand awareness.
Our 5 minute discovery on two other beverage sponsors, Pimm’s and Evian, reaffirmed the tactics used by Robinsons in the digital age to connect with their consumer base.
Did you enjoy our quick discovery on the beverage brand sponsors @ Wimbledon? Watch this space next month for the upcoming Media Measurement soft drink tracker results where we look at which brands are pulling ahead in the competition to connect with consumers.