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Performics UK Leverages Twitter to Drive Engagement and Awareness for Buxton Waters During London Marathon

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Performics UK grows Buxton Waters' Twitter following and brand engagement surrounding the London Marathon.

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Performics UK Leverages Twitter to Drive Engagement and Awareness for Buxton Waters During London Marathon

  1. 1. Performics successfully used Twitter to elevate Buxton’s presence as an official London Marathon sponsor and Promoted Tweets led to an improved brand image. Campaign results included: • 31.6 million impressions and 442,000 engagements in 4 weeks • #Withyoualltheway was mentioned 2,884 times • Peak engagement rate of 14.76% was reached for #Runwithalovedone • Engagement rate on marathon day was 2-3 times higher than the average category benchmark • Buxton gained 2,500 additional followers, a 38% growth in one week Performance Using hashtags #Withyoualltheway and #Runwithalovedone to support Buxton’s marathon initiatives, Performics launched a paid social strategy on Twitter using Promoted Trends, Lead Generation Cards and Promoted Tweets to drive engagement and maximize brand visibility: • Promoted Trends: Launched on marathon day to create a highly visible Twitter presence during the marathon. This kept tweeters up-to-date with the marathon’s key moments and encouraged participants to interact with the brand’s hashtag initiatives. • Lead Generation Cards: Used to target runners of the London Marathon who would be running with a loved one (#Runwithalovedone). The Twitter Cards promoted direct event registration. • Promoted Tweets: Leveraged to help Buxton deliver rich content in different media formats- including video, animated GIFs and images to further support engagement around the brand’s marathon initiatives. • Advanced Targeting: Performics used Twitter’s keyword and postcode targeting to reach people at the race, as well as those closest to the marathon. This helped Buxton drive in-the-moment engagement with participants and spectators actively tweeting about the race. Plan Performics UK Leverages Twitter to Drive Engagement and Awareness for Buxton Waters During London Marathon Buxton Waters’ Twitter following grew 38% in one week Buxton Waters, a Nestle brand, looked to maximize awareness and engagement surrounding their sponsorship for the London Marathon. As the official water provider for marathon runners, Buxton sought to capture the emotion and excitement surrounding the event. Challenge #Withyoualltheway was mentioned 2,884 times Drove 31.6 million impressions and 442,000 engagements

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