Twitter Contest Case Study


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A study of a successful contest campaign on Twitter designed to promote a developing brand in hospitality in social media.

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Twitter Contest Case Study

  1. 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
  3. 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. 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. 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. 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. 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. 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. 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. 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. 11. WWW.EAUPALMBEACH.COM Retweets by Major Publications