See How This Global Entertainment Brand Used Twitter s New Tweet Engager Targeting To Increase Engagement by 415%

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1 C A S E S T U D Y See How This Global Entertainment Brand Used Twitter s New Tweet Engager Targeting To Increase Engagement by 415%

2 CHALLENGE For the past 45 years, Comic Con has created an environment where as many as 130,000 fantasy fanatics could come together to celebrate all things superhero, gaming and sci-fi. A Global Entertainment Brand, who had a unique and interactive presence at the convention (which may or may not have involved lasers), wanted to bridge the gap between what they were doing on-site with the larger Twitter audience online. Occasionally as marketers, we are faced with the decision of whether or not to use the latest feature or option available, however as with everything in advertising, context is key. In this case, under Unified s guidance, The Global Entertainment Brand decided to test Twitter s new Tweet Engager Targeting to achieve their objective. 2

3 STRATEGY AN UPDATED TAKE ON A PROVEN TACTIC Twitter s Tweet Engager targeting is an interesting twist on retargeting. The feature makes it possible for advertisers to target the users who have recently seen or engaged with their tweets regardless of if they are organic or paid. SUCCESSFULLY FUSING VIRTUAL WITH REALITY It s well-known that Twitter and live events go together like comics and cosplay. However as with any social media campaign, success is all in how you construct your content and targeting mix. For this campaign, The Entertainment Brand leveraged video and specialized targeting to give non-attendees a taste of what the booth participants were experiencing, with the chief objective of achieving higher engagement at a low cost in mind. Here are some of the strategy components used in the campaign, which were deployed using Unified s Investment Manager and Proprietary Optimization Technology: KEEPING CONTENT CURRENT: The Global Entertainment Brand captured the excitement of their custom-built, interactive presence at the event to create a video that showcased the experience. This made it genuinely engaging for users who were interested in or attended the convention in the past. TWEET ENGAGER TARGETING: Tweet Engager Targeting was the crown-jewel of this campaign. The Brand was able to target people who have seen one of their tweets within 30 days as well as users who have retweeted or favorited a tweet within 90 days. EVENTS AND ENTHUSIASTS: In addition to the Tweet Engager Targeting, The Global Entertainment Brand sought out video game enthusiasts, game influencers and users who ve indicated an interest in Comic-Con. 3

4 RESULTS In the end, Unified s Paid Intelligence dashboard showed how Twitter s Tweet Engager targeting yielded impressive results: 74% Decrease In Cost Per Engagement Compared To Historical Benchmark* 415% Higher Engagement Rate Compared To Historical Benchmark* *Benchmarks based on Historical Unified and Twitter data 4

5 CONCLUSION TACTICAL TAKEAWAYS For this campaign, a combination of video and Tweet Engager targeting were instrumental in helping to achieve The Global Entertainment Brand s main objectives. The fact that the promotion brought together a leading industry event with exciting content made it a perfect fit for event, interest and engager targeting. This powerful mix ultimately drove engagement through the roof while decreasing costs substantially. 5

6 ABOUT Unified delivers technology and services to connect marketing data sets and optimize investments across the customer journey. Unified s software empowers Fortune 500 companies and agencies to drive marketing success in the context of their business goals. The Unified platform transforms fragmented marketing data into actionable intelligence and real-time activation. Unified has offices in New York City, San Francisco, Los Angeles, and Chicago. For more information, visit or on Twitter. CONTACT US sales@unifiedsocial.com SIGN UP FOR A LIVE DEMO FIND US ON PHOTO CREDIT Emilio Labrador Game Enthusiast CC BY 2.0 (Flickr) Parker Knight Pax Prime CC BY 2.0 (Flickr) Het Nieuwe Instituut Moving Stories CC BY 2.0 (Flickr) Parker Knight Pax Prime CC BY 2.0 (Flickr) Parker Knight Pax Prime CC BY 2.0 (Flickr) Parker Knight Pax Prime CC BY 2.0 (Flickr) 6