@AskUnum used promoted tweets and accounts to grow its Twitter follower base by 3,700 new followers over five months, driving a 480% increase in blog traffic and engagement rates as high as 8.62%. The keys to success were keyword targeting to reach their B2B audience, including links to high-quality thought leadership content, and keeping content fresh by focusing on popular topics.

1. Performance
@AskUnum used promoted accounts to scale its follower base and promoted tweets
to distribute relevant thought leadership materials, driving conversations and
engaging influencers. The three keys to success were:
• Keyword targeting to reach and engage with a specific audience of B2B
professionals, driving them to take action and visit the Unum website
• Links to high quality content to showcase thought leadership and appeal to
the interests of Unum’s core audience
• Keeping content fresh throughout the campaign with a focus on publishing
more of the most popular content
Plan
Twitter Campaign
Success for @AskUnum
@AskUnum wanted to grow an engaged follower base of influential B2B
professionals, employers, advisers and employees.
Challenge
3,700 new
followers in
five months
480%
more
blog
traffic
8.62%
engag
ement
rate
(at peak)