Adnams Twitter Competition Case Study

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This low cost campaign was run with the aim of increasing brand awareness during the run up to Christmas. The prize was chosen to appeal to the target market and a ReTweet element maximises sharing.

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Adnams Twitter Competition Case Study

  1. 1. Adnams Free BeerTwitter Competition Sean Clark 12th - 23rd December 2011
  2. 2. Objectives•Increase Targeted Twitter Followers•Maximise Brand Mentions in Xmas Period•Maximise Brand Reach in Xmas Period
  3. 3. Campaign Idea•Daily Prize to maintain impetus•Champion Beer Box as prize to target beer drinkers•Twitter as conduit•Use ReTweets as entry method to make campaign self marketing•Cost £120
  4. 4. Targets •Gain 500 new Followers1 (from total of 7500) •2000 Brand @ Mentions 2 •200,000 Brand Name Reach 31 Average natural growth rate in this time period 200 Followers2 Standard number of mentions in this time period 5003 Average reach in time period 45k (Approx. 10 times no. of mentions)
  5. 5. Results•1200 New Followers (8700 total)•3,110 Brand @ Mentions•1.2 Million Brand Name Reach

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