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.
EMERGENT CONSULTING AUSTRALASIA PAGE 12- 20