The case study outlines a campaign aimed at increasing engagement and awareness for a major paper towel brand on Twitter using Insightpool's intent prediction and social touchpoints strategy. Over two months, the client engaged 1.36 million parties, achieving an acquisition rate 17% above the industry benchmark and significantly higher click-through rates compared to industry standards. The results highlight the importance of combining paid and earned media to foster authentic customer relationships and boost sales through social media.

1. CASE STUDY: CONSUMER-PACKAGED GOODS
Objective: Drive net new engagement and
awareness on Twitter around one of the largest
paper towel brands.
WHAT INSIGHTPOOL DID:
1
INTENT PREDICTION BASED ON INTEREST GRAPHING.
Interest Graph Analysis uses predictive analytics to mine social actions
and surface relevant parties based on their behavior patterns.
@Publix
@MommyBlog
@MyFLFamilies
The client targeted people
who Insightpool predicted would
be interested in couponing and
mom-related topics.
Over a 2 month period, the client used Insightpool
to analyze 1,248,379 relevant targets for outreach.
In the case of anyone, the same intent-based prediction
technology can be used to surface unknown brand
advocates, customers, and people who can help project
the brand’s message at scale.
2
ENGAGED WITH OPTIMIZED SOCIAL TOUCHPOINTS.
The client was then able to deliver social touchpoints at scale to people who had
the highest propensity to re-engage with the brand. These included follows,
direct messages, retweets, and more. The visual below describes the network
effect concept of activating hyper-targeted influencers to spread a message.
on
Amplificati
each and
lR
Insightpoo
Direct Message
Influencer Shares
Brand Content
Brand Content
Retweeted by
Influencer’s
Audience
“Hey Laura! Love a good deal? Save $1 on Brawny Towels. Click here to get
started: http://bit.ly/Mu21kF -Roger”
RESULTS:
1,361
2,023,533
18%
5%
total parties engaged from client account
second-layer reach of new acquisitions
overall acquisition rate
17% above industry benchmark [1]
total click-through rate (CTR)
50x the industry standard regarding static display advertising [2]
Insightpool was able to generate positive community engagement, such as:
Proactively engaging key influencers and measuring reciprocity allows brands
to take a forward-thinking approach to shaping the customer experience.
In the CPG space, 40% of companies have recorded sales driven by social media [3],
and 74% of all social media users consult social networks before making a
purchasing decision [3].
Combining the reach of paid media with the
authenticity of earned media, Insightpool was able
to help the client grow their following with net
new influencers and cultivate conversation.
“Customer relationships are meant
to be shaped, not simply reacted to
or managed.”
-Brian Solis, Altimeter Group
BUILD DEEPER CONNECTIONS ON SOCIAL.
The Leader in Social Engagement Optimization
www.insightpool.com
@insightpool
[1] Based upon Insightpool’s internal analysis
[2] http://www.google.com/doubleclick/insights/research.html
[3] http://www.mediabistro.com/alltwitter/social-business-stats_b46133