Every once in a while, Twitter shares interesting case studies of how unique brands have used creativity within its social platform to drive engagement and sales. This week, Twitter share another one of those stories. It goes like this …
Santa Clara, Calif.-based company, Chegg, is a seasonal business focused on helping college students with resources like textbooks, scholarships and more. Since students go back to school at specific times of the year, Chegg knew it had to start off the season with a bang, connecting with its audience through promoted tweets advertising and a relevant eye-catching message.
With the proclaimed “polar vortex” hitting tons of states across the U.S., this idea was born in sunny California:
— Chegg (@Chegg) January 6, 2014
“We basically looked at a weather map of the storms to see which states were being hit,” Leviticus Williams, social media specialist at Chegg told Twitter. “Then we geo-targeted Tweets to those areas and used interest categories like ‘college life’ and ‘life stage-college’ to make sure we reached the relevant users.”
And, as the storm moved from state to state, Chegg adjusted the geo-targeting of the campaign to stay relevant. The results?
- Thirteen thousand post-engagement purchases from Twitter users.
- Average engagement rate of about 9 percent (surpassing benchmarks) with peak engagement rate of 23 percent on Promoted Tweets.
- Cost per acquisition of $4.
Twitter says key takeaways from this case study are:
- Monitor and optimize in real time.
- Use creativity and humor to capture attention.
- Incentivize users with a special offer.
More details on this particular campaign can be found here.