From Facebook Likes on in-store hangers to Instagram photos on product pages, social media has changed the retail business. While new tools, like Pinterest, have certainly proven their worth — especially benefiting retailers — old favorites like Twitter still pack a powerful punch.
Social marketing firm Wishpond took a closer look at how retail brands have built highly-engaged audiences on Twitter, which in turn have helped to raise awareness, boost web traffic, and drive sales.
LG Ticket Hunter, for example, launched a Twitter exclusive treasure hunt around a Promoted Trend called #LGTicketHunter. Promoted Trends are an extension of Twitter’s Promoted Tweets platform. With Promoted Trends, members see time-, context-, and event-sensitive trends at the top of the Trending Topics list on Twitter.
This particular campaign, which was promoting a new phone in the UK, resulted in more than 50,000 hashtag mentions, 20 million impressions, 5,000 tweets per hour, and just under 12,000 engagements. We should note that this interactive campaign was ran over a five-day period using the same Promoted Trend on two of those days.
Cirque du Soleil, although recognized internationally, wanted to grow its audience using Twitter’s Promoted Accounts. Promoted Accounts, for those that don’t know, are suggested based on a member’s public list of whom they follow. On average, Cirque du Soleil gained over 360 followers per day directly from Promoted Accounts.
It also organically gained over 340 followers per day, nearly double the number of organic followers gained on a daily basis before running the campaign. Following the new acquisitions, the company used Promoted Tweets to announce promotions, tour dates, and to drive ticket sales.
These are just two examples of how brands have used Twitter to achieve success. More case studies can be found on the infographic below as well as on the Twitter for Business website.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.