Twitter is a fantastic tool for engaging with a large and influential audience. Here are five of our favourite Twitter marketing case studies.
1. LG Ticket Hunter
In 2012 electronics company, LG, wanted to boost smartphone sales amongst 16-24 year-olds. To help achieve this they went about creating a Twitter treasure hunt.
The idea was simple, LG would set out a stall in a UK city and the first person to get to their stall won two tickets to a high profile concert. To help users find the stall, LG placed a map online that gradually zoomed in on the precise location whenever the hashtag #lgtickethunter was used on Twitter.
By fusing a fun and active challenge with desirable prizes, LG ensured that their competition would reach a large number of their target market. The campaign received 5,000 tweets on the first day and went on to reach 50,000 by the end. This, combined with impressive engagement rates of 38% from their sponsored links, helped them to quadruple their smartphone sales among 16-24 year olds during the weeks following the campaign.
2. Taco Bell
Not all brands rely on offering high profile prizes to help drive Twitter engagement. Taco Bell has adopted a very different approach by focusing much of their effort on engaging with some of their most influential followers. By diving into conversations with users who have over 10,000 followers, they’re able to maximise their brand awareness through mentions, retweets and recommendations.
Central to this is their light-hearted tone of voice that helps to ‘humanize’ what is a very large organization. Combining their jovial style with trending hashtags has also done wonders for their engagement levels and has helped them reach over 600,000 Twitter followers – roughly 3x as many as one of their biggests fast-food rivals, BurgerKing.
3. Fiat – Too Fast to Follow
Fiat took a very unusual approach to their social media marketing in Germany. Rather than engage with their followers, they actually blocked them. Their claim was that the car is “too fast to follow”.
The campaign generated a great deal of publicity and Twitter users were lining up to be blocked by the Abarth 500, though it’s not possible to give actual numbers for obvious reasons.
4. Mercedes – You Drive
Sticking with the car theme, in 2013 Mercedes used Twitter to help drive buzz around a new TV advert. They shared a 30 second clip of a car chase and then allowed the Twittersphere to vote for what happened next. The winning story was then aired during ‘The X Factor‘ the following week.
By handing power to consumers and making the process more interactive, the advert generated an impressive amount of buzz. It was one of the first examples of combining TV advertising with social media to great effect.
5. Ben and Jerry’s Fair Tweets:
After switching to fair trade produce, Ben and Jerry’s launched a clever Twitter campaign to help drive awareness. They created an easy to use tool that allowed consumers to send tweets from their website and if the tweet did not use the full 140 characters, any space remaining was used by Ben and Jerry’s to add a message about Fair Trade produce.
During the campaign, over 500,000 characters were ‘donated’ by Twitter Users, helping to spread the #FairTweets message around the world. By getting their fans to drive the campaign, Ben and Jerry’s were able to spread the message far beyond their 100,00 followers.
Update: If you’re interested in Twitter marketing case studies our friends at OST Marketing have published some great examples.