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' Measurement Conference 

prmeasurement2015-180x150Join PR News at the Hyatt Regency in Chicago on Nov. 18 for the Measurement Conference, where you'll learn how to focus on measurable media relations, social media reputation-enhancing and crisis management programs that clearly affect your organization's bottom line.

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

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

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.