Social Media Icon Awards: Twitter | Promoted Tweet Campaign


Winner: Ultimate Fighting Championship - UFC 167: St. Pierre vs Hendricks

Twitter Promoted Tweet Campaign_Ultimate Fighting ChampionshipThe objectives of this campaign were to build buzz and awareness for the UFC 167: St. Pierre vs. Hendricks Pay-Per-View event. Johny Hendricks had been on an impressive winning streak and Hendricks’ confidence was getting to the champion’s head. The goal was to get the fans engaged and talking about this fight and the potential to dethrone a 6-year reigning champion.

The strategy involved using an engaging photo that shows both Hendricks’ confidence and St. Pierre's focus. Copy was used that posed the question to fans: Can Hendricks dethrone the champion? UFC fans are very vocal and opinionated and UFC wanted them to chime in with their fight predictions.

The campaign was launched within 48 hours of the UFC 167 live event; UFC alternated creative and copy to ensure that they were receiving the highest engagement rate and lowest possible CTR and CPC.

In the end, the campaign outperformed its goals; for example, it had set a goal of 2.5 million impressions but actually netted 4.37 million impressions. A goal of 200,000 engagements was set but the actual engagements were 334,000. Another goal was a 3% engagement rate and the actual engagement rate was 7.81%.

Honorable Mention:

  • Raytheon Company 




Comments Off

Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prmeasurement2015-dc-175x135

Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.