Samsung moves Chilean fans and grows its community.
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- Christina Porter
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1 Samsung moves Chilean fans and grows its community. The Brand took advantage of the attention drawn by the national soccer team and created a promotion to award their followers. Samsung is global technology brand with a strong focus on consumer electronics in the Chilean market. #YoSudoCuando Results for #YoSudoCuando Garnier
2 CHALLENGE How does a technology brand connect with users to build meaningful stories? The brand wanted to increase the size of its Twitter community, become a referent when it comes to technology brands, and raise awareness of the brand s range of in-market product offerings. They also expected to stand out over the buzz generated by the Chilean soccer team, motivate Chilean fans to share multimedia content and generate a real-time communication strategy during the games. SOLUTION As part of an integrated marketing campaign, leveraged both Promoted Accounts and Promoted Tweets to generate community growth and an extended reach of their product messaging. The brand targeted Promoted Accounts to Twitter users interested in technology, sports and TV. The brand also used Promoted Tweets to connect to people s passion around soccer. The brand invited Twitter users to cheer for their team and enter a contest to win a Galaxy Camera by using the hashtag #630minutosdepasion. They targeted relevant interests like soccer and sports news to get its message in front of the Twitter users most likely to engage. The brand also posed soccer-related questions to fans and gave away products to the Twitter users with the best responses. Si siempre apoyas a La Roja, demuestra tu pasión subiendo una foto a Instagram usando #630minutosdepasion y participa por una Galaxy Camera 25/03/13 07:03 90 RETWEETS 43 FAVORITES Sube tu foto, video o arenga apoyando a La Roja con el hashtag #630minutosdepasion. Podrás ganar un Galaxy S III! 18/03/13 11: RETWEETS 79 FAVORITES
3 TESTIMONIAL Un Galaxy Note G para el mejor DT: tuitea usando #630minutosdepasión Qué jugador no puede quedar fuera de la formación de La Roja? samsungpasionporlaroja.cl Samsung is synonymous with technology and innovation and we want to reflect that in the media we choose. Twitter is an important platform that allows us to maximize our reach and impact of our content. The integration of Twitter s Promoted Account and Promoted Tweet products delivered positive results that exceed our expectations. 03/06/13 12: RETWEETS 44 FAVORITES José Tomás De Larraechea Social Media / Online Marketing IMC & Branding Samsung Electronics Chile TIP + Use Promoted Tweets to connect to poeple s passion and interests, increase the size of your Twitter community and raise awareness of the brand s range of in-market product offerings.
4 RESULTS 300% growth in interactions related to Samsung products 435% growth in followers 700% growth in interactions related to Samsung s sponsorship of national soccer team + significantly boosted awareness, reach and brand conversation.
5 KEYS TO SUCCESS #01 CONNECT TO PEOPLE S PASSIONS To connect with the most receptive audience, targeted Twitter Ads to people interested in technology and sports. #02 SHARE RELEVANT CONTENT produced interesting, relevant content to keep fans engaged and link different life moments to different Samsung products. #03 INCENTIVIZE WITH CONTESTS Entice users to engage through relevant promotions. To enter a contest, required followers to use the hashtag #630minutosdepasion. Contact us to learn more about the possibilities that Twitter offers for your [email protected]
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