Twitter turned on the creators of the now infamous Kendall Jenner Pepsi ad this week.

The ad, which has now been pulled, featured Jenner joining a protest and has been widely criticized.

The Brandwatch React team examined how social media reacted to the ad.

21000%+ increase in mentions

Pepsi’s day-over-day social mentions increased by over 7,300% between April 3rd and 4th as social reacted to the ad.

April 4th saw more than 427,000 mentions of Pepsi on Twitter, Facebook and Instagram alone, with April 5th accumulating another 1.25 million mentions.

The percentage increase in mentions from April 4th to April 5th is over 193%. The percentage increase from April 3rd to April 5th is an astronomical 21,675% increase.

Men and women contributed to the conversation at nearly the same rate, as gender-categorized authors split close to 50/50. Women held the slight majority at 51% of all unique authors.

Plummeting sentiment

People were not pleased with the brand’s commercial.

Looking at sentiment-categorized mentions, April 4th’s conversation sentiment was 53.3% negative. The 5th was more negative still, with 58.6% of mentions categorized as negative.

Looking at Pepsi’s social conversation from the past week, it skews negative (56.4%).