Tweeting our way into the hearts of tweeple, with #EvergreenLove; An innovative content marketing campaign for Sahara Star

1. Tweeting our way into the hearts of tweeple, with
#EvergreenLove – Sahara Star

2. Valentine’s Day witnesses a rush
of brands clamoring over each
other for attention. Either
holding contests or offering one
deal or another.
How does a hospitality brand
stand out? That too, a 5 Star
Hotel - Sahara Star.
Business Challenge

3. We decided to stand out from the crowd,
using that which is closest to romance and
love; Poetry.
• With the aid of our in-house romantics we
started tweeting short poems, romantic
quotes or lines from movies and books that
influential people on Twitter would connect
with. All accompanied with the
#EvergreenLove hashtag.
• The same was done on the Facebook page
using share-worthy creatives in posts, that
also contained links to the Hotel’s various
Valentine’s Day specials. These posts were
targeted especially towards couples in a
serious relationship or those who were newly
engaged, thanks to Facebook’s Ad targeting
features.
Our solution
Poetry

4. “When words fail your heart
say it with a rose
it says what you want to
without poetry or prose”
Conversations Using Real-Time
Poetry

7. “Love is
When two souls conspire together
and make endless poetry”
Original romantic quotes

10. “The secret to a perfect
love, known by very few, is the
joy of a hearty meal, shared
often by two”
Content vis-à-vis Promotions

13. Audience Targeting

14. We ensured that our messages
were reaching the audience
most relevant to the
promotions.
We reached out to specifically;
• Newly engaged couples
• People in serious relationships
Audience Targeting

15. #EvergreenLove
Sales Offer
Generating
Leads
Involving
Influencers
Targeting a
relevant
audience
Branding
Using a multi-pronged
approach, we ensured
that our messages
reached a highly relevant,
targeted audience with
engaging, interesting
content.
Multi-pronged Approach

16. The Results

17. Numbers and Statistics
112,000 Reach
576 links clicked
159,543
timeline
deliveries
87% of
#EvergreenLove
tweets were from
conversations

18. Focus on Female Audience
By using the unconventional medium of poetry,
combined with relevant content marketing, we
reached out to a prime group of influencers in a
memorable way, strengthening the Sahara Star
brand.
The percentage of the female audience
interacting with the posts also increased to 40%
from the usual 25-28% in the 25-34 age
bracket.

19. Focus on Influencers
By using the
unconventional medium
of poetry, combined with
relevant content
marketing, we reached
out to a prime group of
influencers in a
memorable
way, strengthening the
Sahara Star brand.