Contemporary dancewear Dincwear wanted to raise its visibility by increasing its Twitter followers.
As it was approaching Christmas, we tied this holiday season theme to form part of the digital campaign and messaging. To encourage people to follow Dincwear on Twitter we ran a competition where they would be entered to win £100 worth of Dincwear gift vouchers. The competition ran for 17 days in December 2014. Our tactics included designing and building an e-shot which was sent out to its dance industry database.
We also ran Twitter AdWords which targeted the platform's community who had an interest in dance.
With more than 3,000 likes on Facebook, we exerted maximum leverage by pushing these loyal fans to also follow the brand's Twitter profile. We also posted the competition in relevant dance LinkedIn groups, under the Promotions tab.
A week before Christmas we sent out a follow-up e-shot to its database. As the competition campaign was performing so well, Dincwear wanted the eshot to focus on driving sales through the site.
One of Dincwear's major target market are young dancers and performing art students. We engaged with new and existing followers post campaign to encourage them to spend their Christmas money on Dincwear clothing and accessories.
- By the end of the campaign Dincwear's gained 128% more Twitter followers.
- Dincwear's tweets received 82.4K impressions during the campaign period - 2.8 times more impressions than pre- and post-campaign.
- The first and follow-up e-shot received 24% and 28% respectively - higher than the retail industry average of 22.54%
- The first and follow-up received a click-through rate of 6% and 5% - nearly double the retail industry average of 2.95%