maximizing super bowl impact for retail campaign on twitter
DESCRIPTION
The only retailer to run a TV spot during Super Bowl XLVII featured a men’s line promoted by an internationally renowned athlete. This campaign integrated social media leading up to and during the big game, asking the public to vote on the outcome of the ad. The advertiser and their agency of record employed Kinetic Social to maximize conversation and impact in paid social media ads before, during, and after the spot. On Super Bowl Sunday, Kinetic Social sent Campaign Managers to the advertiser’s office to work with representatives from Twitter and its agency to support the real time marketing strategy.TRANSCRIPT
The only retailer to run a TV spot during Super Bowl XLVII featured a men’s line promoted by an internationally renowned athlete. This campaign integrated social media leading up to and during the big game, asking the public to vote on the outcome of the ad.
The advertiser and their agency of record employed Kinetic Social to maximize conversation and impact in paid social media ads before, during, and after the spot. On Super Bowl Sunday, Kinetic Social sent Campaign Managers to the advertiser’s office to work with representatives from Twitter and its agency to support the real time marketing strategy.
Kinetic Social placed campaign advertising on Twitter before, during, and after the ad aired on television, resulting in success that dwarfed either party’s expectations. By leveraging a year of experience running campaigns for this brand, Kinetic Social’s optimization team designed a proprietary targeting strategy tailored to tap into the growing buzz about the spot amongst the brand’s fans. When other compelling ads aired during the game, the team experimented by leveraging #hashtags associated with those ads, and found many of them to provide a high level of engagement at a reasonable price.
Background
Execution
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ResultsThis Super Bowl Twitter campaign was the perfect storm:
According to Twitter, this social campaign’s engagement rate of 10.58% “far surpassed the retail industry Super Bowl game day benchmarks.” The average cost per engagement was significantly lower than peak rates on Twitter during other major TV events such as the 2014 Grammy’s, which had aired the week prior. The top 3 performing pieces of campaign creative real-ized remarkable engagement rates between 14.5% and 27.49%.
Bluefin Labs, a Twitter company, listed the spot as generating 109K organic comments during just the 45 minutes from the moment the ad started airing, more than any ad that ran during the Super Bowl. This smart, complementary social investment on Twitter truly sent the campaign sailing through the goal posts.
Incredibly compelling and viral TV ad content.
A successful program which created pent up demand for the TV spot through online voting.
Industry leading paid media optimization tools from Kinetic Social that enabled the advertiser to benefit from huge engagement rates.
A Twitter bidding platform that rewards high engagement rates with more efficient cost-per-engagement pricing.