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Has the Gushcloud incident hurt impression of Singtel?

Article from: 
US
Article from: 
Singapore
Thu, 23/04/2015 - 14:51
By: 
Ervin Ha
Singtel

The Singtel-Gushclould incident was the talk of the town (that town being Singapore) last month over a campaign which apparently paid social media influencers to write poor reviews about rival telcos - M1 and StarHub.

Singtel’s Buzz score was increasing steadily this year until mid-March and peaked at 17.1 points. However, the score has fallen by about 14 points since the incident to 2.7 points, and has only partially recovered. At the same time Singtel’s Word Of Mouth levels rose by +4% across the general population.

This indicates that although there is increase in Word of Month, we see that consumer hearing more negative things about Singtel than they are positive. Also the ‘long legs’ of decreasing Buzz score indicates that this incident and its story is sticky with consumers.

How does this affect Singtel as a brand? Looking at 2 other scores, Impression and Consideration Singtel has been fairly consistent with no decrease in these metric scores as a result of the incidence. This is perhaps an indication of the strength of the Singtel brand with consumers.

So although this incident caused some negative publicity for Singtel, it remains to be seem if consumers will continue to support the brand as they have in the past, or if this may be an opening for other brands to take share away from Singtel.

Since YouGov Brandindex launched in January 2015, we have been tracking over 300 brands in Singapore on a continuous basis, enabling a more transparent understanding how consumers perceive these brands.

Buzz: Singtel
Buzz: Singtel
WOM: Singtel
WOM: Singtel
Singtel: Purchase Consideration, Impression
Singtel: Purchase Consideration, Impression
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