El Palacio de Hierro moves its lifestyle "Totalmente Palacio" to Twitter.
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- Jewel Pope
- 10 years ago
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1 moves its lifestyle "Totalmente Palacio" to Twitter. With the campaign Este es mi estilo, the brand managed to involve its followers in the spreading of its corporate message. belongs to Group BAL and is a trendsetter in Mexico through its 12 Almacenes (department stores), two Casa Palacio (home and design) and three Boutique Palacio (fashion boutiques). has interpreted the Mexican culture to create a lifestyle that is Completely Palacio. was one of the first brands using social networks in Mexico. Since the creation of the account in November, 2012, it has implemented an always-on presence on the platform, creating content exclusively for the Twitter community, publicizing catalogues, events and promotions as well as doing customer service. A dedicated team manages the account and works to maintain the brand s identity in every Tweet. CHALLENGE The brand wanted to build brand awareness on Twitter in order to grow followers, generate engagement and amplify to reach of its message.
2 SOLUTION hosted a series of high profile events throughout the year. In 2013, the brand launched an institutional campaign called Este es mi estilo (This is my style) with Twitter as the main communication channel. To maximize awareness, used a Promoted Trend: (#ThisIsMyStyle), a phrase specifically related to the brand. It also used 14 Promoted Tweets, each one featuring content directly aligned with the campaign message. These Tweets encouraged users to participate with an explicit call to action: Cabe tu estilo en un tweet? (Does your style fit in a Tweet?) and other similar messages. Results Results for People Photos Soy Alexi Lubomirski, goo.gl/xyqiwn pic.twitter.com/1dow6zpu71 Promoted by Charlie Gwyneth Paltrow Promoted Trends Change Promoted #YoSudoCuando #VMAs2013 #Fernand #ColorAmorAV #LosMejoresBesosSeDan Miley Cyrus Mi piel es mi historia. Soy Alexi Lubomirski, goo.gl/xyqiwn pic.twitter.com/zijtsccncy
3 TESTIMONIAL En nuestra comparte su estilo en algunas frases, Cabe el tuyo en un tweet? 04/07/13 9: RETWEETS 64 FAVORITES Definirías tu estilo en 140 caracteres a cambio de 71 segundos de inspiración? soy.ph/twliberatuesti... 04/07/13 9:46 Twitter is essential for our online media mix. The possibility of interaction and direct contact with our customers allows us to engage in daily conversations and expand the reach of our traditional campaigns. Carlos Silis Subdirector de Marketing Digital. 104 RETWEETS 64 FAVORITES TIP Use Promoted Tweets to extended the reach of your message and to encourage participation from the audience. Also, establishe the identity of your campaign by creating an explicit Promoted Trend and generating buzz around it..
4 RESULTS { , 635 MILLONES mentions of new followers as Earned Media } of the Promoted Trend Promoted Trend impressions + Various Promoted Tweets asociated to the Promoted Trend, reaching an engagement rate of 11.19% KEYS TO SUCCESS #01 MAXIMIZE AWARENESS WITH A PROMOTED TREND. Promoted Trends featured on the home page at the top of the Trends list for 24 hours allow you to get massive exposure for your business, brand or product. used the Promoted Trend to generate brand conversation. En nuestra comparte su estilo en algunas frases, Cabe el tuyo en un tweet? 04/07/13 9: RETWEETS 64 FAVORITES
5 #02 CREATE EXCLUSIVE CONTENT Use the platform to share information or images (teasers, backstage, production process) that people can t find anywhere else, updating Promoted Tweets constantly. This captures the interest of your community and creates the need to check your Tweets more often. Libera tu Estilo. Conoce a Alexi Lubomirski en exclusiva goo.gl/dapjsc pic.twitter.com/vjkoguudsg Promoted by 16 RETWEETS 12 FAVORITES Soy Alexi Lubomirski, goo.gl/30ivit pic.twitter.com/qlsijfdm8n #03 PARTNER WITH INFLUENCERS WHO CAN ADD AUTHENTICITY TO YOUR MESSAGE. 26/08/13 12:46 20 RETWEETS 7 FAVORITES These alliances make your corporate message more human, by adding a specific face and voice. It is a win-win situation because both your followers and theirs can see the Tweets and engage in the campaign.
6 Contact us to learn more about the possibilities that Twitter offers for your business.
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