London has just about recovered from the party to end all parties! The Palace view the nuptials as a roaring success: a shot in the arm for the Royal Family brand which was badly needed after the difficult years since Dianaâ€&#x;s death. The marriage of William and Catherine has been the ultimate in brand rejuvenation on a local and global scale. The wedding also presented brands with a fantastic opportunity to ride the coat tails of global wedding fever without having to invest millions of dollars in sponsorship rights, not an opportunity which presents itself very often! Weâ€&#x;ve put together a souvenir review of the most engaging brand activity, an analysis of the social media surrounding the event, and added a touch of reality to the much hyped TV audiences. We hope that you enjoy it!
The Royal Wedding provided a much needed boost for the UK retail sector. After very weak Q1 sales figures the British Retail Consortium have just reported that retail sales jumped
In April The extra long Bank Holiday and the excellent weather reversed a 3.5% fall in March. Champagne and garden furniture were among the items most in demand as the nation celebrated the Royal Wedding.
Some brands sought to generate income with Royal Wedding merchandise whilst others were quick enough to build clever tactical ideas to create stand-out in their category. Weâ€&#x;ve put together a round-up of the best ideas from brands as a celebration of Royal Wedding creative fever, from the superbly regal executions through to the sheer tongue-in-cheek cash-ins.
Interestingly it was the Telco category that exuded Royal Wedding fever. All the networks had to reach the challenge of upgrading their networks to cope with the surge in usage. Vodafone CTO Jeni Mundy said the Royal Wedding was
with existing customers massively increasing usage such as sending photos and international users roaming on the network. T-Mobile brought out the hilarious spoof wedding dance with Royal look-a-likes surprising an audience of customers and T-Mobile employees. It had over 28 million YouTube views.
Carphone Warehouse and Best Buy launched this timeless pay-asyou-go keepsake handset complete with a God Save the Queen ringtone.
BT chose the Royal Wedding build up to screen their own bit of a do with the climax of the Jane and Adam storyline. Almost half a million votes on Facebook and texts were sent by people to choose Janeâ€&#x;s dress, the car and the first wedding song.
Orange launched #myroyalweddingplate, inviting people to send in what theyâ€&#x;d have on their commemorative plate. A week after the wedding this Twitter tag is still going strong.
In true British tradition there was a flurry of activity in the tea category, the nationâ€™s favourite hot drink. Twinings Tea launched their limited edition Royal Blend and had fun on their Facebook page with their Lady Cha-Cha Royal reporter aka Jennie Bond (real life BBC Royal Reporter). Yorkshire Tea sponsored Camp Royale, an urban camp site set up in London for people to pitch their tents for the weekend or stay in 5 star luxury tents. Giant screens were put up and guests enjoyed free tea all weekend. No British event is complete without a commemorative tea- towel and, despite the Lord Chamberlain banning official Royal Wedding teatowels, Tetley Tea brought out The Royal Wedding Tea Folk Unofficial tea-towel with all profits going to Princes William and Harryâ€&#x;s charity.
Research by PG Tipsâ€˜ identified that on Friday,
when Kate Middleton was en-route to Westminster Abbey was the point when most people boiled their kettles and made the approximate
39,570,540 cups of tea which were consumed in the run-up to the ceremony.
â€Ś there were plenty of alcoholic beverage brands seizing the day. Britainâ€&#x;s micro-brewery industry were in full on creative mode with a number of special brews.
Coca-Cola Enterprises and Diageo GB joined forces to release Royal Wedding themed editions of their iconic brands as well as a campaign to drive sales around the 8 day holiday.
Gordon’s Gin invited people to create Royal Cocktails and streamed the winning results on YouTube.
Schweppes created the first ever Facebook Great Royal Wedding card with each person‟s name being handwritten on a giant card whenever the page was „liked‟.
Diageo spent over £500k buying up bunting as part of a tactical campaign for Pimm’s. The Pimm‟s red bus also featured at Camp Royale on Clapham Common.
Brands should never miss a
opportunity and there were some brilliant executions of this in the weeks running up to the big day.
Procter and Gamble created a limited edition „Fairy Tale‟ Royal Wedding Fairy Liquid bottle which also generated a huge amount of PR for the brand.
Hovis wrapped its loaves in the Union Jack flag to guarantee maximum standout in the bakery aisle.
Meanwhile, that most British of traditions, the pie, was given Royal status with the Pieminster brand creating two new pie flavours to celebrate the big day.
The Royal Wedding also brought out best of entrepreneurship with these limited edition cereals being cleverly marketed by the ‘Royal Breakfast Company’, set by a group of young graduates.
McVitie’s continued their tradition of making the royal wedding cake, the first being for King George V. McVitie‟s also brought out one of many commemorative biscuit tins, a staple presence at any great British event.
Over in the USA Royal Wedding fever was reaching new heights and that‟s where you had to be if you wanted to sample the Dunkin Donut commemorative heart-shaped doughnut. Or the Baskin-Robbins celebration ice-cream cake.
And after all that food you could take a trip to Australia where WeightWatchers were offering free memberships to all brides named Kate.
Green & Black’s chocolate brought out a brilliant print, outdoor and digital campaign around the something old, something new theme. We loved this great outdoor campaign by New York Sports Clubs.
Retailers jumped at the chance to turn around disappointments of Q1 sales and entice consumers to
Stores were festooned in Royal Wedding decorations and Regent Street decked itself out in Union Jack flags. Supermarket chains competed to win the lion‟s share of the two Bank Holiday‟s shopping trips with promotions and instore activity. Morrison’s ran a TV campaign featuring the cricket legend Freddie Flintoff.
High street fashion retailers such as Jigsaw and Cath Kidson ran competitions and gave away vouchers. Fashion retailers such as Reiss and Jigsaw milked maximum PR from Catherine wearing their designs. Others, such as Debenhams, Marks and Spencer and Peacocks produced copies of Catherine‟s engagement ring and official engagement dress. The rush is now on to get copies of her wedding gown in the stores. The fashionista blogs are buzzing with predications that the Royal Wedding will have a huge impact on fashion with a return to a classic, more elegant period as Catherine‟s ascent as a style icon rockets. British brands such as Burberry and Links of London are enjoying incredible sales growths as a result of Catherine being photographed wearing their brands.
Disney rode the wave by issuing Royal Editions of the Cinderella DVD whilst over in Orlando The Walt Disney World Resort hosted a Royal Wedding Sleepover for guests. Hamleyâ€™s are running a Mini-Kate and MiniWill look-a-like competition as well as selling the ÂŁ35 Princess Catherine Engagement doll.
The Sylvanian Family created a limited edition Royal Wedding set.
With Catherine and Will’s
destination just announced as the Seychelles, travel brands sought to align with the big event in a number of innovative ways. The aptly title Monarch Airlines demonstrated its support for the happy couple by decorating eight of its aircraft with wedding messages. Passengers could win free flights by sending in photos of the liveried aircraft whilst the airline waived booking fees on bookings taken for May flights.
And sticking with the travel theme, in true British ironic humour these very tongue-incheek Royal Wedding sick bags sold out within days.
Doppelganger competitions were also popular with easyJet launching a worldwide search for the look-a-likes with entrants photographs displayed on a world map on their „I Look Like A Royal‟ website. Many travel companies promoted cheap getaways for those who wanted to escape the Royal Wedding mania.
Generating PR by creating offers for people names William and Catherine was a popular ploy for travel brands. Travelodge offered a free weekend honeymoon package to any aptly named couples. MerseyRail were offering free train travel on the Wedding Day to those sharing the bride and groom‟s names.
BMW get bonus points for this Royal Wedding themed April Fool‟s Day campaign.
Aston Martin, Bentley and Rolls Royce enjoyed millions of dollars of free global brand coverage as the Royals travelled in an enviable collection of vintage cars.
Swarovski Crystal bid for attention around the Royal Wedding by covering a Mini Cooper in crystals, and sponsoring a £20,000 competition for engaged couples on London radio station Magic 105.4. The “Royal” Mini Cooper was hown at Westfield shopping centre in London on 23 April, flanked by Prince William and Kate Middleton look-alikes, to promote the radio campaign.
GE launched “The Ultimate” royal wedding refrigerator. Measuring a whopping 5‟9” long, it comes with a stunning picture of the royal couple when they got engaged. With a price tag of £2,000 we don‟t have sales figures but GE generated a huge amount of PR with this idea.
The very tongue-in –cheek Heritage Condoms marketed this timeless souvenir heirloom collector‟s box of condoms. Featuring the slogan „Lie back and think of England‟, the box set included a collectable portrait of the Royal Couple. A real indicator of how society has become slightly less irreverent to the Royals was this collection of plates from KK Outlet, serving as an antidote to the official #royalweddingtat which filled the stores.
Much has been written about the Royal Wedding being the first to be captured by social media. People were not restricted to having to watch the event or wait for the newspapers to catch a glimpse of the dress or the happy couple as the internet literally became flooded with images and content within seconds. This will have had some impact on viewing figures, as will the fact that the wedding was on a Friday at 11 am UK time.
It has been reported that over
billion people watched the live event. Weâ€&#x;ve waited for the final viewing figures to be released around the world this week to put a more accurate spin on this.
Clarence House also reported 72 Wedding streaming on YouTube.
million views of its Royal
Meanwhile, Internet traffic on US news-focused websites peaked at
5.3 million page views per minute at about 8:30 a.m. ET on the wedding date, making it the
event in Internet history.
Reviewing data from developed and high growth markets we put the figure of people viewing an average of
of live coverage of the ceremony at
200,188,585 (to be precise!).
In terms of who was viewing the wedding, there was no surprise that it skewed to a much older, female demographic. In the US 5% of all 16 – 24 year olds got up early to view the ceremony compared to 24% of those aged 65+. Over 70% of US viewers were female. The big story from the US came when we compared the data to viewing figures from Diana, Princess of Wale‟s funeral. Despite being aired at similarly early times of the day the wedding pulled in 5 millions less viewers than the funeral. A further clue as to where American loyalties lie within the Windsor clan can be gleaned from the fact that 25 million more people watched William wed Catherine than Charles finally say „I do‟ to Camilla.
5 million more
25 million less
The pattern globally tended to be older and female with some exceptions. In India the 15 – 24 year olds were as likely to watch as those aged 55+, although there was a real drop off in interest amongst the 25 – 54 year olds. Markets with a history of nobility were more likely to tune into the wedding e.g. Greece, Netherlands. The big surprise story for the audience figures was
New Zealand at
54% of the population viewing the live event (10pm local time).
We can only put this down to the fact that this is where Prince William was photographed taking his first steps in public!
China India Hong Kong Malaysia New Zealand Singapore Thailand Austria Croatia Czech Republic Denmark Estonia Finland France Germany Greece Hungary Ireland Italy Latvia Lithuania Netherlands Poland Portugal Romania Russia Slovakia Slovenia Sweden Switzerland UK Saudi Arabia South Africa Canada USA Argentina Brazil Chilie Columbia Dominica Ecaudor Mexico Paraguay Peru Venezula Peru Venezula
40,0% 39,0% 35,0% 35,0%
3,2% 0,6% 2,0% 21,0%
10,0% 14,0% 13,0%
Sources: local market TV measurement systems including BARB, Nielsen , IBOPE 31,0%
23,0% 22,0% 20,0%
10,0% 19,0% 20,0%
8,0% 7,0% 10,0%
7,0% 4,0% 4,0% 3,0%
Using our Antenna social media monitoring tool, we followed fifteen markets (USA, UK , Canada , France, Brazil, Indonesia ,Italy, Australia, Germany, Netherlands, India, Philippines, Belgium, Portugal and Switzerland) to listen in on what people were saying about the Royal Wedding. We defined certain key words (Kate, William, Royal Wedding), so this monitoring captures a social media snapshot. In total we captured 243,811 mentions between 11th April and 10th May, with 64,927 taking place on 29th April. We then analysed 1,700 English language verbatim comments to give a flavour of opinions.
70000 60000 50000
40000 30000 20000 10000
This shows the sources of comments about the Royal Wedding across the fifteen markets we monitored. Micro-blogging is mainly Twitter, which reached around 2.2 million tweets between 28th and 29th April. Tweets about Pippa Middleton were deemed too inappropriate to share in this analysis!
There was an overwhelmingly positive response towards the Royal Wedding. 73% of the comments were positive, only 19% negative and 8% neutral.
Comments about the dress were oozing positivity with 80% of people loving the McQueen design, 15% didnâ€&#x;t like it so much and 5% felt neutral about the design.
73% 19% negative
8% neutral The Royal Family are on to a winner with Catherine so far with
92% of social media surrounding her being positive.
8% Here we have analysed the verbatim comments. Aston Martin did fabulously well in terms of mentions once Prince William and his bride left the Palace in his fatherâ€™s vintage Seychelles Blue DB6 MKII Volante.
Eugenie The Queen Camilla Carole Middleton Charles
2% 2% 1% 1% 0.50%
6% 12% Royals
The following were the top sites which made up the â€˜Otherâ€™ sources.
Christian Forums Yahoo! Answers United Kingdom... Teamsugar blogs Sweet Tooth Sweet Life | A... UK Business Forums Forum Civilization Fanatics... British Expats Forum budimans.site88.net Just Us Gay Boys The Wall Street Journal Democratic Underground Forums
46% Not surprisingly, the majority of comments came from Twitter.
Forum Mums Net
Forum The Student Room
46% 1% Video/photo sharing
Number of ‘likes’
0 Princess Royal Wedding Royal Wedding Royal Wedding In loving Royal Wedding Will and Kate Beatrice's 2011 2011 on Yahoo! memory of the Daily ridiculous News deer that gave Royal Wedding its life for Hat Princess Beatrice's hat
The Royal Wedding
Royal Wedding Royal Wedding Live