Contributed by Jane Putnam
When it comes to reaching your target audience, there is an ever-increasing number of ways and media channels to do it through. When Twitter launched its Promoted Tweets service earlier this year, it caught PPBH’s eye as a new and very targeted way to reach key groups. In fact, the use of Promoted Tweets dovetailed nearly seamlessly with an overall online campaign for the Zero Fatalities program, which we have worked on since 2006. The online campaign, which included pre-roll on online videos and banner ads among other tactics, aimed to get people to view the “10-85 ECHO: A Texting Tragedy” video to educate them about the dangers (and illegalities) of texting while driving through the telling of a 19-year-old Utahn who learned the hard way.
By way of a quick background, Promoted Tweets are ordinary tweets purchased by advertisers (us, in this case) who want to reach a wider group of users or to spark engagement from their existing followers. Promoted Tweets are clearly labeled “Promoted” when an advertiser is paying for its placement on Twitter. In every other respect, Promoted Tweets act just like regular Tweets and can be retweeted, replied to, favorited and more.
Running from August to early October, the use of Promoted Tweets allowed us to reach an audience, which we were able to target geographically, that we had never reached before. Through the Zero Fatalities handle, @ZeroFatalities, we grew our followers by 1,100, garnered clicks and added to the number of video views. The campaign proved successful, as we met or exceeded the goals set out at the start of the campaign.
PPBH was one of the first advertisers in Utah—and among the first 600 nationwide—to deploy Promoted Tweets as part of an online campaign. It was a great mix of public relations (the content providers and strategists), the advertising department (campaign strategists) and the media department (purchasing and monitoring the buy). In fact, the success of our first Promoted Tweets campaign has prompted us to put it to use for a second one. Want to learn more about the second campaign? Follow us @PennaPowers.