Virgin Mobile
Virgin Mobile Australia has a partnership with the charity Oz Harvest , a charity that redirects surplus food from restaurants and other commercial suppliers to charities that feed people in need . The aim of the # mealforameal marketing campaign from was to revamp an earlier campaign to increase consumer engagement and boost brand awareness between the phone Company and charity .
As a part of the campaign Virgin Mobile created numerous videos and interactive Promoted Tweets to deliver its message to its target audiences in new and attention-grabbing ways . Virgin Mobile used the hashtag # mealforameal to communicate its primary message — that for every meal photo uploaded with the hashtag , Virgin Mobile would donate a meal to someone in need through Oz harvest . The brand also used the hashtag to grow awareness of the cause . It targeted foodies and people interested in charitable causes to generate engagement .
Virgin Mobile worked with Twitter to find the best targeting options to find people who would likely be inspired by the # mealforameal campaign . The brand used interest targeting on diverse topics like “ bed & breakfast ,” “ Italian cuisine ” and “ elder care .” @ username targeting extended the reach of the campaign to followers of food-related television shows like @ masterchefau and charities like @ MissionAust .
The results were huge : + 1.1 million impressions for Promoted Tweets + 176,000 engagements for Promoted Tweets + Cost per engagement ( CPE ) of $ 0.11 + 2.3 million impressions for Promoted Videos + 25.28 % view rates for Promoted Videos + Cost per view ( CPV ) of $ 0.08
Commonwealth Bank
Commonwealth Bank of Australia wanted to create a goodwill marketing campaign in support of the Clown Doctors – an organisation that believes in the benefit of laughter to help kids in the hospital . The bank wanted to drive brand favourability and positive sentiment . Twitter was chosen as the relevant marketing platform where the bank would ask its followers to take a “ silly selfie ” as a part of the campaign .
For every silly selfie that was posted using the hashtag # ClowningForKids , Commonwealth donated $ 5 to Clown Doctors Australia . Promoted Tweets increased the awareness of the campaign and the Promoted Trend helped to drive participation . The bank also engaged brand ambassadors such as famous cricket players ( as Commonwealth was already sponsoring Australian Cricket ) to increase engagement .
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