SlideShare a Scribd company logo
1 of 11
Download to read offline
TWITTER RETWEET CONTEST 
Case Study 
Period: February 9, 2014 - February 28, 2014 
Date: 3.02.2014 
Created by: Sergey Gusarov 
Digital Marketing Manager 
Eau Palm Beach Resort & Spa 
100 South Ocean Blvd. Manalapan, FL. 33462 
Phone +1 561.540.4946 
linkedin.com/in/svgusarov
WWW.EAUPALMBEACH.COM 
CONTENTS 
1. GENERAL INFORMATION 
2. TARGETING CRITERIA 
3. PERFORMANCE AND COVERAGE
WWW.EAUPALMBEACH.COM 
GENERAL INFORMATION 
About The Company: 
Eau Palm Beach Resort & Spa (formerly Ritz-Carlton) is an exclusive Five-Diamond Luxury Resort located directly on the Atlantic Coast of Florida. 
Sitting on seven acres of oceanfront beach, the property boasts 309 elegant guestrooms and suites all with over-sized balconies or terraces. The award winning Eau Spa is 42,000 sq.ft. of pure indulgence. Other resort amenities include four distinct restaurants and lounges, tennis courts, ocean cabanas and aquatic sports desk.
WWW.EAUPALMBEACH.COM 
Objectives: 
As a developing brand, Eau Palm Beach Resort & Spa wanted to reach out to potential clientele in order to: 
 generate brand awareness, 
 support their efforts in print media, 
 create multiple touch points with the brand. 
The company chose Twitter as the most cost effective delivery platform, utilizing the network’s growing popularity and newly introduced advertising functionality. 
Using the company’s Twitter account the marketing team set up 
Period: 
February 9, 2014 - February 28, 2014 
The main goal of the campaign was to make users spread 
the message by re-tweeting it among their followers thus 
generating awareness and producing higher acceptance 
of the brand.
WWW.EAUPALMBEACH.COM 
Campaign Mechanics: 
The company launched a Twiter “Retweet to Win” contest asking Twitter users to share and retweet the message in order to win the prize. 
Message: 
RT to WIN 2-nights @EauPalmBeach Resort with $250 Spa Gift! [image] [link] [hashtags] 
Retweet to WIN 2-nights @EauPalmBeach Resort with $250 Spa Gift! [image] [link] [hashtags]
WWW.EAUPALMBEACH.COM 
TARGETING 
The campaign was aimed at affluent consumers living in the North East area. 
Gender: Women 
Age: 35-55 year old 
Family status: Married 
Location: North East , US 
Household Annual Income: $125.000 + 
In order to reach the targeted audience on Twitter the marketing team employed several tactics utilizing various targeting criteria. 
1. After researching the market, they established 74 zip codes for affluent communities in the targeted market areas. 
2. Within the set parameters (based on location/ zip codes) Twitter users have been targeted using several additional criteria that included: 
• Users’ interests, 
• Luxury and travel publications they are following, 
• Favorite TV shows (based on the study of the most popular shows among the affluent audience)
WWW.EAUPALMBEACH.COM 
Campaign 1: Magazines 
1. Locations: North East, US (74 locations - most affluent zip codes) 
2. Followers of the following publications: 
NY Times Trave l@nytimestravel 
Wall Street Journal @WSJ 
Luxury Link @LuxuryLink 
The New Yorker @NewYorker 
Travel + Leisure @TravlandLeisure 
MR PORTER @MRPORTERLIVE 
Boston Common Mag @bostoncommag 
TripAdvisor @TripAdvisor 
Luxury News @Luxuo 
JustLuxe @JustLuxe 
DOLCE VITA MAGAZINE @DolceMag 
Yachting Magazine @YachtingMag 
Upscale Living Mag @UpscaleLivingMG 
New York Magazine @NYMag 
Robb Report @RobbReport 
Haute Living @HauteLivingMag 
Elite Traveler @elite_traveler 
Departures Magazine @DeparturesMag 
PB Illustrated @pbillustrated 
Billionaire Magazine
WWW.EAUPALMBEACH.COM 
Campaign 2: Interests 
1. Locations: North East, US (74 locations - most affluent zip codes) 
2. Target users interested in: 
• Travel 
• Honeymoons and getaways 
• Hotels 
• Luxury travel 
Campaign 3: TV Shows 
1. Locations: North East, US (74 locations - most affluent zip codes) 
2. Target users interested in: 
Shows (based on audience research) 
How I Met Your Mother 
Parks and Recreation 
New Girl 
60 Minutes 
PGA Tour Golf 
E! News 
The Amazing Race 
The Good Wife 
NHL Hockey 
ABC World News Now 
ABC World News With Diane Sawyer 
Modern Family 
NBC Nightly News 
Parenthood 
World Business Today 
ABC World News With David Muir 
European PGA Tour Golf 
Golf Central 
Golf Central Special 
Revenge 
FOX Business Special Report 
Golf 
The Mindy Project 
Nashville 
The Goldbergs 
Trophy Wife 
The Michael J. Fox Show 
Super Fun Night 
News 
CNN Special 
BBC World News 
Tennis
WWW.EAUPALMBEACH.COM 
PERFORMANCE AND COVERAGE 
In just three weeks, the campaign produced exceptional results with several major publications including Boston Common Mag, Gotham Magazine, and Wedding Style Magazine as well as prominent Twitter users and travel writers re-tweeting the message and following the company’s Twitter account. 
The company’s Twitter account’s follower number almost doubled, increasing by 84%. 
Twitter 
Total Retweets: 627 
Impressions (Paid via Ads): 105+ K 
Estimated Reach (Organic via Retweets): 275+ K 
Total: 380+ K 
Paid : Earned Media Ratio: 1 : 2.62 
With total number of impressions in excess of 380,000, 
the campaign reached 1 : 2.62 ratio on Paid / Earned media on 
Twitter with $ 2.62 in free advertisement on every dollar spent.
WWW.EAUPALMBEACH.COM 
Facebook 
Impressions (Paid): 68+ K 
Clicks: 1.6 + K 
Likes, Comments, Shares: 360 
Estimated Reach: 36+ K 
Total: 104+ K 
Paid : Earned Media Ratio: 1.88 : 1 
Total 
Estimated Reach: 484+ K 
Paid : Earned Media Ratio: 1 : 1.48 
Devices: 
 Mobile 264 
 Tablet 27 
 Desktop 88 
Twitter Followers Increase: + 84%
WWW.EAUPALMBEACH.COM 
Retweets by Major Publications

More Related Content

What's hot

Queen s harbour
Queen s harbourQueen s harbour
Queen s harbourflagolf
 
Hampton inn __suites___amelia_island
Hampton inn __suites___amelia_islandHampton inn __suites___amelia_island
Hampton inn __suites___amelia_islandflagolf
 
Increasing Social Media Engagement With Branded Posts
Increasing Social Media Engagement With Branded PostsIncreasing Social Media Engagement With Branded Posts
Increasing Social Media Engagement With Branded PostsSergey Gusarov
 
SocialBox_CaseStudies
SocialBox_CaseStudiesSocialBox_CaseStudies
SocialBox_CaseStudiesOmer Dar
 
How Wrangler Western Acquired Nearly 12,000 Emails with Integrated Social Cam...
How Wrangler Western Acquired Nearly 12,000 Emails with Integrated Social Cam...How Wrangler Western Acquired Nearly 12,000 Emails with Integrated Social Cam...
How Wrangler Western Acquired Nearly 12,000 Emails with Integrated Social Cam...Shoutlet, a Spredfast Company
 
Magnolia point golf___country_club
Magnolia point golf___country_clubMagnolia point golf___country_club
Magnolia point golf___country_clubflagolf
 
Case study - the real radio renegade - scotland
Case study - the real radio renegade - scotlandCase study - the real radio renegade - scotland
Case study - the real radio renegade - scotlandBenjamin Hernandez-Stroud
 

What's hot (9)

Queen s harbour
Queen s harbourQueen s harbour
Queen s harbour
 
Hampton inn __suites___amelia_island
Hampton inn __suites___amelia_islandHampton inn __suites___amelia_island
Hampton inn __suites___amelia_island
 
Increasing Social Media Engagement With Branded Posts
Increasing Social Media Engagement With Branded PostsIncreasing Social Media Engagement With Branded Posts
Increasing Social Media Engagement With Branded Posts
 
SocialBox_CaseStudies
SocialBox_CaseStudiesSocialBox_CaseStudies
SocialBox_CaseStudies
 
How Wrangler Western Acquired Nearly 12,000 Emails with Integrated Social Cam...
How Wrangler Western Acquired Nearly 12,000 Emails with Integrated Social Cam...How Wrangler Western Acquired Nearly 12,000 Emails with Integrated Social Cam...
How Wrangler Western Acquired Nearly 12,000 Emails with Integrated Social Cam...
 
Magnolia point golf___country_club
Magnolia point golf___country_clubMagnolia point golf___country_club
Magnolia point golf___country_club
 
RaysFinal
RaysFinalRaysFinal
RaysFinal
 
Case study - the real radio renegade - scotland
Case study - the real radio renegade - scotlandCase study - the real radio renegade - scotland
Case study - the real radio renegade - scotland
 
MLS Project
MLS ProjectMLS Project
MLS Project
 

Viewers also liked

Case Study: Danish Museums on Twitter
Case Study: Danish Museums on TwitterCase Study: Danish Museums on Twitter
Case Study: Danish Museums on TwitterNeil Bates
 
Walmart: How Social Analytics Works at Walmart
Walmart: How Social Analytics Works at WalmartWalmart: How Social Analytics Works at Walmart
Walmart: How Social Analytics Works at WalmartBrandwatch
 
Twitter Case Study by Mitesh M Motwani
Twitter Case Study by Mitesh M MotwaniTwitter Case Study by Mitesh M Motwani
Twitter Case Study by Mitesh M MotwaniMitesh M Motwani
 
HTC Vive Marketing Plan
HTC Vive Marketing PlanHTC Vive Marketing Plan
HTC Vive Marketing PlanGregory Haeger
 
Walmart Quick Strategic Analysis / case study, past, present and future
Walmart Quick Strategic Analysis / case study, past, present and futureWalmart Quick Strategic Analysis / case study, past, present and future
Walmart Quick Strategic Analysis / case study, past, present and futureArchana Bhui
 
Toyota motors and CSR case study
Toyota motors and CSR case studyToyota motors and CSR case study
Toyota motors and CSR case studyAqsa Awan
 
Case Study: Google 2012
Case Study: Google 2012Case Study: Google 2012
Case Study: Google 2012Teresa Rothaar
 
wal mart case study
wal mart case study wal mart case study
wal mart case study Crystal lee
 

Viewers also liked (10)

GCCSI Financial Model Case Study
GCCSI Financial Model Case StudyGCCSI Financial Model Case Study
GCCSI Financial Model Case Study
 
CA Case Study
CA Case StudyCA Case Study
CA Case Study
 
Case Study: Danish Museums on Twitter
Case Study: Danish Museums on TwitterCase Study: Danish Museums on Twitter
Case Study: Danish Museums on Twitter
 
Walmart: How Social Analytics Works at Walmart
Walmart: How Social Analytics Works at WalmartWalmart: How Social Analytics Works at Walmart
Walmart: How Social Analytics Works at Walmart
 
Twitter Case Study by Mitesh M Motwani
Twitter Case Study by Mitesh M MotwaniTwitter Case Study by Mitesh M Motwani
Twitter Case Study by Mitesh M Motwani
 
HTC Vive Marketing Plan
HTC Vive Marketing PlanHTC Vive Marketing Plan
HTC Vive Marketing Plan
 
Walmart Quick Strategic Analysis / case study, past, present and future
Walmart Quick Strategic Analysis / case study, past, present and futureWalmart Quick Strategic Analysis / case study, past, present and future
Walmart Quick Strategic Analysis / case study, past, present and future
 
Toyota motors and CSR case study
Toyota motors and CSR case studyToyota motors and CSR case study
Toyota motors and CSR case study
 
Case Study: Google 2012
Case Study: Google 2012Case Study: Google 2012
Case Study: Google 2012
 
wal mart case study
wal mart case study wal mart case study
wal mart case study
 

Similar to Twitter Contest Case Study

Facebook Promotion Case Study
Facebook Promotion Case StudyFacebook Promotion Case Study
Facebook Promotion Case StudySergey Gusarov
 
New media - Social Networks
New media - Social NetworksNew media - Social Networks
New media - Social NetworksCathy Chao
 
การตลาดและประชาสัมพันธ์ เถ้าแก่ไฮเทค
การตลาดและประชาสัมพันธ์ เถ้าแก่ไฮเทคการตลาดและประชาสัมพันธ์ เถ้าแก่ไฮเทค
การตลาดและประชาสัมพันธ์ เถ้าแก่ไฮเทคCheeptham Kumvisate
 
Just how great is my campaign? Learn how great creative reflects great strate...
Just how great is my campaign? Learn how great creative reflects great strate...Just how great is my campaign? Learn how great creative reflects great strate...
Just how great is my campaign? Learn how great creative reflects great strate...Vivastream
 
Just how great is my campaign learn how great creative reflects great strateg...
Just how great is my campaign learn how great creative reflects great strateg...Just how great is my campaign learn how great creative reflects great strateg...
Just how great is my campaign learn how great creative reflects great strateg...Vivastream
 
Jelly Belly FY15 Facebook April 3, 2015
Jelly Belly FY15 Facebook April 3, 2015Jelly Belly FY15 Facebook April 3, 2015
Jelly Belly FY15 Facebook April 3, 2015Peter Osicka
 
Lets Go Chipper National Tour
Lets Go Chipper National TourLets Go Chipper National Tour
Lets Go Chipper National TourJill Melchionda
 
Social Media Marketing Plan
Social Media Marketing Plan Social Media Marketing Plan
Social Media Marketing Plan PaolaLeon54
 
September 2007 SM Presentation
September 2007 SM PresentationSeptember 2007 SM Presentation
September 2007 SM PresentationMary Wimmer
 
Social Media Marketing Plan
Social Media Marketing PlanSocial Media Marketing Plan
Social Media Marketing PlanPaolaLeon54
 
Pure Michigan: Social Media Strategies and Tips Any Business Can Use
Pure Michigan: Social Media Strategies and Tips Any Business Can UsePure Michigan: Social Media Strategies and Tips Any Business Can Use
Pure Michigan: Social Media Strategies and Tips Any Business Can UseChad Wiebesick
 
KMHDVenturaAssociatessm
KMHDVenturaAssociatessmKMHDVenturaAssociatessm
KMHDVenturaAssociatessmKaren McCarthy
 
Caribe Royale Slide Share
Caribe Royale Slide ShareCaribe Royale Slide Share
Caribe Royale Slide ShareCarolinePacl
 
Bored with Sweeps? Get Inspired for your Next Promotion
Bored with Sweeps? Get Inspired for your Next PromotionBored with Sweeps? Get Inspired for your Next Promotion
Bored with Sweeps? Get Inspired for your Next PromotionHY Connect
 
#eTAS14 Presentation - Sonal Patel of Twitter
#eTAS14 Presentation - Sonal Patel of Twitter#eTAS14 Presentation - Sonal Patel of Twitter
#eTAS14 Presentation - Sonal Patel of TwittereTourism Africa Summit
 
T mobile final pdf
T mobile final pdfT mobile final pdf
T mobile final pdfmegtucker20
 
Forum, Conference and Awards Presentations Landing page: https://www.portada-...
Forum, Conference and Awards Presentations Landing page: https://www.portada-...Forum, Conference and Awards Presentations Landing page: https://www.portada-...
Forum, Conference and Awards Presentations Landing page: https://www.portada-...Portada
 
Social Media Strategies that Work!
Social Media Strategies that Work!Social Media Strategies that Work!
Social Media Strategies that Work!Griffin Comm
 

Similar to Twitter Contest Case Study (20)

Facebook Promotion Case Study
Facebook Promotion Case StudyFacebook Promotion Case Study
Facebook Promotion Case Study
 
New media - Social Networks
New media - Social NetworksNew media - Social Networks
New media - Social Networks
 
การตลาดและประชาสัมพันธ์ เถ้าแก่ไฮเทค
การตลาดและประชาสัมพันธ์ เถ้าแก่ไฮเทคการตลาดและประชาสัมพันธ์ เถ้าแก่ไฮเทค
การตลาดและประชาสัมพันธ์ เถ้าแก่ไฮเทค
 
Just how great is my campaign? Learn how great creative reflects great strate...
Just how great is my campaign? Learn how great creative reflects great strate...Just how great is my campaign? Learn how great creative reflects great strate...
Just how great is my campaign? Learn how great creative reflects great strate...
 
Just how great is my campaign learn how great creative reflects great strateg...
Just how great is my campaign learn how great creative reflects great strateg...Just how great is my campaign learn how great creative reflects great strateg...
Just how great is my campaign learn how great creative reflects great strateg...
 
Jelly Belly FY15 Facebook April 3, 2015
Jelly Belly FY15 Facebook April 3, 2015Jelly Belly FY15 Facebook April 3, 2015
Jelly Belly FY15 Facebook April 3, 2015
 
Brand Advocates
Brand AdvocatesBrand Advocates
Brand Advocates
 
Lets Go Chipper National Tour
Lets Go Chipper National TourLets Go Chipper National Tour
Lets Go Chipper National Tour
 
Social Media Marketing Plan
Social Media Marketing Plan Social Media Marketing Plan
Social Media Marketing Plan
 
MS_Portfolio
MS_PortfolioMS_Portfolio
MS_Portfolio
 
September 2007 SM Presentation
September 2007 SM PresentationSeptember 2007 SM Presentation
September 2007 SM Presentation
 
Social Media Marketing Plan
Social Media Marketing PlanSocial Media Marketing Plan
Social Media Marketing Plan
 
Pure Michigan: Social Media Strategies and Tips Any Business Can Use
Pure Michigan: Social Media Strategies and Tips Any Business Can UsePure Michigan: Social Media Strategies and Tips Any Business Can Use
Pure Michigan: Social Media Strategies and Tips Any Business Can Use
 
KMHDVenturaAssociatessm
KMHDVenturaAssociatessmKMHDVenturaAssociatessm
KMHDVenturaAssociatessm
 
Caribe Royale Slide Share
Caribe Royale Slide ShareCaribe Royale Slide Share
Caribe Royale Slide Share
 
Bored with Sweeps? Get Inspired for your Next Promotion
Bored with Sweeps? Get Inspired for your Next PromotionBored with Sweeps? Get Inspired for your Next Promotion
Bored with Sweeps? Get Inspired for your Next Promotion
 
#eTAS14 Presentation - Sonal Patel of Twitter
#eTAS14 Presentation - Sonal Patel of Twitter#eTAS14 Presentation - Sonal Patel of Twitter
#eTAS14 Presentation - Sonal Patel of Twitter
 
T mobile final pdf
T mobile final pdfT mobile final pdf
T mobile final pdf
 
Forum, Conference and Awards Presentations Landing page: https://www.portada-...
Forum, Conference and Awards Presentations Landing page: https://www.portada-...Forum, Conference and Awards Presentations Landing page: https://www.portada-...
Forum, Conference and Awards Presentations Landing page: https://www.portada-...
 
Social Media Strategies that Work!
Social Media Strategies that Work!Social Media Strategies that Work!
Social Media Strategies that Work!
 

Recently uploaded

The seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniThe seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniSurya Prasath
 
Gain potential customers through Lead Generation
Gain potential customers through Lead GenerationGain potential customers through Lead Generation
Gain potential customers through Lead Generationvidhyalakshmiveerapp
 
Distribution Ad Platform_ The Role of Distribution Ad Network.pdf
Distribution Ad Platform_ The Role of  Distribution Ad Network.pdfDistribution Ad Platform_ The Role of  Distribution Ad Network.pdf
Distribution Ad Platform_ The Role of Distribution Ad Network.pdfTransports Advertising
 
How consumers use technology and the impacts on their lives
How consumers use technology and the impacts on their livesHow consumers use technology and the impacts on their lives
How consumers use technology and the impacts on their livesMathuraa
 
personal branding kit for music business
personal branding kit for music businesspersonal branding kit for music business
personal branding kit for music businessbrjohnson6
 
W.H.Bender Quote 61 -Influential restaurant and food service industry network...
W.H.Bender Quote 61 -Influential restaurant and food service industry network...W.H.Bender Quote 61 -Influential restaurant and food service industry network...
W.H.Bender Quote 61 -Influential restaurant and food service industry network...William (Bill) H. Bender, FCSI
 
Mastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessMastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessAbdulsamad Lukman
 
VIP Call Girls Dongri WhatsApp +91-9833363713, Full Night Service
VIP Call Girls Dongri WhatsApp +91-9833363713, Full Night ServiceVIP Call Girls Dongri WhatsApp +91-9833363713, Full Night Service
VIP Call Girls Dongri WhatsApp +91-9833363713, Full Night Servicemeghakumariji156
 
The Art of sales from fictional characters.
The Art of sales from fictional characters.The Art of sales from fictional characters.
The Art of sales from fictional characters.Bharathi sakthi
 
Aligarh Hire 💕 8250092165 Young and Hot Call Girls Service Agency Escorts
Aligarh Hire 💕 8250092165 Young and Hot Call Girls Service Agency EscortsAligarh Hire 💕 8250092165 Young and Hot Call Girls Service Agency Escorts
Aligarh Hire 💕 8250092165 Young and Hot Call Girls Service Agency Escortsmeghakumariji156
 
HITECH CITY CALL GIRL IN 9234842891 💞 INDEPENDENT ESCORT SERVICE HITECH CITY
HITECH CITY CALL GIRL IN 9234842891 💞 INDEPENDENT ESCORT SERVICE HITECH CITYHITECH CITY CALL GIRL IN 9234842891 💞 INDEPENDENT ESCORT SERVICE HITECH CITY
HITECH CITY CALL GIRL IN 9234842891 💞 INDEPENDENT ESCORT SERVICE HITECH CITYNiteshKumar82226
 
Elevating Your Digital Presence by Evitha.pdf
Elevating Your Digital Presence by Evitha.pdfElevating Your Digital Presence by Evitha.pdf
Elevating Your Digital Presence by Evitha.pdfevithatojoparel
 
SP Search Term Data Optimization Template.pdf
SP Search Term Data Optimization Template.pdfSP Search Term Data Optimization Template.pdf
SP Search Term Data Optimization Template.pdfPauleneNicoleLapira
 
Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx
Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptxUnveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx
Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptxelizabethella096
 
Optimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered PromptsOptimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered PromptsVbout.com
 
Crypto Quantum Leap - Digital - membership area
Crypto Quantum Leap -  Digital - membership areaCrypto Quantum Leap -  Digital - membership area
Crypto Quantum Leap - Digital - membership areajaynee G
 
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdfTAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdfSocial Samosa
 
Discover Ardency Elite: Elevate Your Lifestyle
Discover Ardency Elite: Elevate Your LifestyleDiscover Ardency Elite: Elevate Your Lifestyle
Discover Ardency Elite: Elevate Your LifestyleMy Heart Throw Pillow
 
Cartona.pptx. Marketing how to present your project very well , discussed a...
Cartona.pptx.   Marketing how to present your project very well , discussed a...Cartona.pptx.   Marketing how to present your project very well , discussed a...
Cartona.pptx. Marketing how to present your project very well , discussed a...BeshoyFawaz1
 
Best 5 Graphics Designing Course In Chandigarh
Best 5 Graphics Designing Course In ChandigarhBest 5 Graphics Designing Course In Chandigarh
Best 5 Graphics Designing Course In Chandigarhhamitthakurdma01
 

Recently uploaded (20)

The seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniThe seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert Cialdini
 
Gain potential customers through Lead Generation
Gain potential customers through Lead GenerationGain potential customers through Lead Generation
Gain potential customers through Lead Generation
 
Distribution Ad Platform_ The Role of Distribution Ad Network.pdf
Distribution Ad Platform_ The Role of  Distribution Ad Network.pdfDistribution Ad Platform_ The Role of  Distribution Ad Network.pdf
Distribution Ad Platform_ The Role of Distribution Ad Network.pdf
 
How consumers use technology and the impacts on their lives
How consumers use technology and the impacts on their livesHow consumers use technology and the impacts on their lives
How consumers use technology and the impacts on their lives
 
personal branding kit for music business
personal branding kit for music businesspersonal branding kit for music business
personal branding kit for music business
 
W.H.Bender Quote 61 -Influential restaurant and food service industry network...
W.H.Bender Quote 61 -Influential restaurant and food service industry network...W.H.Bender Quote 61 -Influential restaurant and food service industry network...
W.H.Bender Quote 61 -Influential restaurant and food service industry network...
 
Mastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to SuccessMastering Affiliate Marketing: A Comprehensive Guide to Success
Mastering Affiliate Marketing: A Comprehensive Guide to Success
 
VIP Call Girls Dongri WhatsApp +91-9833363713, Full Night Service
VIP Call Girls Dongri WhatsApp +91-9833363713, Full Night ServiceVIP Call Girls Dongri WhatsApp +91-9833363713, Full Night Service
VIP Call Girls Dongri WhatsApp +91-9833363713, Full Night Service
 
The Art of sales from fictional characters.
The Art of sales from fictional characters.The Art of sales from fictional characters.
The Art of sales from fictional characters.
 
Aligarh Hire 💕 8250092165 Young and Hot Call Girls Service Agency Escorts
Aligarh Hire 💕 8250092165 Young and Hot Call Girls Service Agency EscortsAligarh Hire 💕 8250092165 Young and Hot Call Girls Service Agency Escorts
Aligarh Hire 💕 8250092165 Young and Hot Call Girls Service Agency Escorts
 
HITECH CITY CALL GIRL IN 9234842891 💞 INDEPENDENT ESCORT SERVICE HITECH CITY
HITECH CITY CALL GIRL IN 9234842891 💞 INDEPENDENT ESCORT SERVICE HITECH CITYHITECH CITY CALL GIRL IN 9234842891 💞 INDEPENDENT ESCORT SERVICE HITECH CITY
HITECH CITY CALL GIRL IN 9234842891 💞 INDEPENDENT ESCORT SERVICE HITECH CITY
 
Elevating Your Digital Presence by Evitha.pdf
Elevating Your Digital Presence by Evitha.pdfElevating Your Digital Presence by Evitha.pdf
Elevating Your Digital Presence by Evitha.pdf
 
SP Search Term Data Optimization Template.pdf
SP Search Term Data Optimization Template.pdfSP Search Term Data Optimization Template.pdf
SP Search Term Data Optimization Template.pdf
 
Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx
Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptxUnveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx
Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx
 
Optimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered PromptsOptimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered Prompts
 
Crypto Quantum Leap - Digital - membership area
Crypto Quantum Leap -  Digital - membership areaCrypto Quantum Leap -  Digital - membership area
Crypto Quantum Leap - Digital - membership area
 
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdfTAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
 
Discover Ardency Elite: Elevate Your Lifestyle
Discover Ardency Elite: Elevate Your LifestyleDiscover Ardency Elite: Elevate Your Lifestyle
Discover Ardency Elite: Elevate Your Lifestyle
 
Cartona.pptx. Marketing how to present your project very well , discussed a...
Cartona.pptx.   Marketing how to present your project very well , discussed a...Cartona.pptx.   Marketing how to present your project very well , discussed a...
Cartona.pptx. Marketing how to present your project very well , discussed a...
 
Best 5 Graphics Designing Course In Chandigarh
Best 5 Graphics Designing Course In ChandigarhBest 5 Graphics Designing Course In Chandigarh
Best 5 Graphics Designing Course In Chandigarh
 

Twitter Contest Case Study

  • 1. TWITTER RETWEET CONTEST Case Study Period: February 9, 2014 - February 28, 2014 Date: 3.02.2014 Created by: Sergey Gusarov Digital Marketing Manager Eau Palm Beach Resort & Spa 100 South Ocean Blvd. Manalapan, FL. 33462 Phone +1 561.540.4946 linkedin.com/in/svgusarov
  • 2. WWW.EAUPALMBEACH.COM CONTENTS 1. GENERAL INFORMATION 2. TARGETING CRITERIA 3. PERFORMANCE AND COVERAGE
  • 3. WWW.EAUPALMBEACH.COM GENERAL INFORMATION About The Company: Eau Palm Beach Resort & Spa (formerly Ritz-Carlton) is an exclusive Five-Diamond Luxury Resort located directly on the Atlantic Coast of Florida. Sitting on seven acres of oceanfront beach, the property boasts 309 elegant guestrooms and suites all with over-sized balconies or terraces. The award winning Eau Spa is 42,000 sq.ft. of pure indulgence. Other resort amenities include four distinct restaurants and lounges, tennis courts, ocean cabanas and aquatic sports desk.
  • 4. WWW.EAUPALMBEACH.COM Objectives: As a developing brand, Eau Palm Beach Resort & Spa wanted to reach out to potential clientele in order to:  generate brand awareness,  support their efforts in print media,  create multiple touch points with the brand. The company chose Twitter as the most cost effective delivery platform, utilizing the network’s growing popularity and newly introduced advertising functionality. Using the company’s Twitter account the marketing team set up Period: February 9, 2014 - February 28, 2014 The main goal of the campaign was to make users spread the message by re-tweeting it among their followers thus generating awareness and producing higher acceptance of the brand.
  • 5. WWW.EAUPALMBEACH.COM Campaign Mechanics: The company launched a Twiter “Retweet to Win” contest asking Twitter users to share and retweet the message in order to win the prize. Message: RT to WIN 2-nights @EauPalmBeach Resort with $250 Spa Gift! [image] [link] [hashtags] Retweet to WIN 2-nights @EauPalmBeach Resort with $250 Spa Gift! [image] [link] [hashtags]
  • 6. WWW.EAUPALMBEACH.COM TARGETING The campaign was aimed at affluent consumers living in the North East area. Gender: Women Age: 35-55 year old Family status: Married Location: North East , US Household Annual Income: $125.000 + In order to reach the targeted audience on Twitter the marketing team employed several tactics utilizing various targeting criteria. 1. After researching the market, they established 74 zip codes for affluent communities in the targeted market areas. 2. Within the set parameters (based on location/ zip codes) Twitter users have been targeted using several additional criteria that included: • Users’ interests, • Luxury and travel publications they are following, • Favorite TV shows (based on the study of the most popular shows among the affluent audience)
  • 7. WWW.EAUPALMBEACH.COM Campaign 1: Magazines 1. Locations: North East, US (74 locations - most affluent zip codes) 2. Followers of the following publications: NY Times Trave l@nytimestravel Wall Street Journal @WSJ Luxury Link @LuxuryLink The New Yorker @NewYorker Travel + Leisure @TravlandLeisure MR PORTER @MRPORTERLIVE Boston Common Mag @bostoncommag TripAdvisor @TripAdvisor Luxury News @Luxuo JustLuxe @JustLuxe DOLCE VITA MAGAZINE @DolceMag Yachting Magazine @YachtingMag Upscale Living Mag @UpscaleLivingMG New York Magazine @NYMag Robb Report @RobbReport Haute Living @HauteLivingMag Elite Traveler @elite_traveler Departures Magazine @DeparturesMag PB Illustrated @pbillustrated Billionaire Magazine
  • 8. WWW.EAUPALMBEACH.COM Campaign 2: Interests 1. Locations: North East, US (74 locations - most affluent zip codes) 2. Target users interested in: • Travel • Honeymoons and getaways • Hotels • Luxury travel Campaign 3: TV Shows 1. Locations: North East, US (74 locations - most affluent zip codes) 2. Target users interested in: Shows (based on audience research) How I Met Your Mother Parks and Recreation New Girl 60 Minutes PGA Tour Golf E! News The Amazing Race The Good Wife NHL Hockey ABC World News Now ABC World News With Diane Sawyer Modern Family NBC Nightly News Parenthood World Business Today ABC World News With David Muir European PGA Tour Golf Golf Central Golf Central Special Revenge FOX Business Special Report Golf The Mindy Project Nashville The Goldbergs Trophy Wife The Michael J. Fox Show Super Fun Night News CNN Special BBC World News Tennis
  • 9. WWW.EAUPALMBEACH.COM PERFORMANCE AND COVERAGE In just three weeks, the campaign produced exceptional results with several major publications including Boston Common Mag, Gotham Magazine, and Wedding Style Magazine as well as prominent Twitter users and travel writers re-tweeting the message and following the company’s Twitter account. The company’s Twitter account’s follower number almost doubled, increasing by 84%. Twitter Total Retweets: 627 Impressions (Paid via Ads): 105+ K Estimated Reach (Organic via Retweets): 275+ K Total: 380+ K Paid : Earned Media Ratio: 1 : 2.62 With total number of impressions in excess of 380,000, the campaign reached 1 : 2.62 ratio on Paid / Earned media on Twitter with $ 2.62 in free advertisement on every dollar spent.
  • 10. WWW.EAUPALMBEACH.COM Facebook Impressions (Paid): 68+ K Clicks: 1.6 + K Likes, Comments, Shares: 360 Estimated Reach: 36+ K Total: 104+ K Paid : Earned Media Ratio: 1.88 : 1 Total Estimated Reach: 484+ K Paid : Earned Media Ratio: 1 : 1.48 Devices:  Mobile 264  Tablet 27  Desktop 88 Twitter Followers Increase: + 84%
  • 11. WWW.EAUPALMBEACH.COM Retweets by Major Publications