Eight ways that Twitter drives sales

By Gordon Macmillan
Wednesday, 29 October 2014

Brands use Twitter to communicate with customers in many different ways. It can boost purchase intent, as research with @Nielsen and @KelloggsUK confirmed earlier this year, as well as drive website traffic and app installs. The platform has also increasingly proven itself as a great way to drive sales.

It’s this latter category we want to highlight: the role that Twitter plays in shopping, which is something we have focused our research on this year. A new study by @Nielsen found that 56% of Twitter mobile users say they are influenced by content on Twitter when they are buying a product or service.

Here are eight recent examples of how brands use Twitter to really connect with consumers. They do so by delivering great content that’s timely and relevant to users, and achieve impressive campaign results.

@Missguided - The goal
Manchester based online fashion retailer @Missguided wanted to drive strong returns with its summer campaign.

The approach
@Missguided used Twitter Website Cards to showcase campaign and product images prominently in user timelines and to drive traffic. The company also used Twitter’s tailored audiences to define its own target groups.

The results
@Missguided’s summer Twitter campaign saw an average order value of £34, resulting in an ROI of £29 on every £1 spent.

@notonthehighst - The goal
Online marketplace @notonthehighst wanted to capitalise on hectic Father’s Day shopping activity by highlighting the brand’s key point of difference with its “unique and original Father’s Day gifts.”

The approach
@notonthehighst used Promoted Tweets with interest and @usernames, as well as keyword targeting. It tapped into the power of the second screen with TV Conversation targeting, and significantly was the first UK advertiser to take advantage of Twitter’s tailored audiences targeting. This allowed the company to retarget visitors in real time to its website via Twitter.

The results
The campaign delivered an impressive CPA as low as £3.53. This means the company was acquiring customers at a CPA in line with the performance of its most successful generic PPC campaigns.

@rimmellondonuk - The goal
As it celebrated its 180th birthday, iconic beauty brand @rimmellondonuk wanted to thank its customers with a campaign that centred around the #rimmel180 hashtag.

The approach
The team created a series of flash sales in partnership with retailers. It used Promoted Tweets with keyword and interest targeting to drive reach and awareness and traffic to retailers websites.

The results
The #Rimmel180 campaign generated a huge volume of social buzz that directly affected sales. In some instances the products sold in the thousands within the short sale window – even selling out. @BeautyatTesco saw its #Rimmel180 sale sell out in 20 minutes, while others like @lookfantastic sold out in 45 minutes.

@Peperami - The goal
Pork salami brand @Peperami wanted to take advantage of the second screen and use the World Cup as a springboard to launch on Twitter and connect with its target millennial audience in real time.

The approach
The company used TV conversation targeting to complement its TV campaign and built its following with Promoted Accounts. It also leveraged its long history with stop motion animation to produce a series of Vines, which were the mainstay of @Peperami’s creative arsenal during the World Cup.

The results
The campaign delivered a 30% YOY increase in sales, and according to @Peperami, Twitter played a role in driving these results; the company also saw strong engagement rates throughout the campaign, peaking at more than 39%.

@book_world - The goal
Australia’s online bookstore @book_world wanted to improve brand recognition and grow sales 25% during the Christmas season.

The approach
@book_world used Promoted Tweets and Promoted Accounts to share video clips from its “Book-Stops” campaign, which offered free books at pop-up bookshelves on bus shelters in Sydney and Melbourne.

The results
The company saw a 54% increase in traffic to its website and a 59% increase in sales from the previous year’s Christmas period according to internal figures. The brand also received over 33,000 engagements as well as doubling its follower base.

https://business.twitter.com/success-stories/dominos-pizza-uk

Eight ways that Twitter drives sales

@GetTaxi - The goal

Taxi app @GetTaxi wanted to establish itself as the transportation of choice for young urban professionals in New York City, London, Moscow and St. Petersburg.

The approach

@GetTaxi used Twitter’s mobile app promotion suite, making the most of the Image App Card, and took advantage of keyword targeting. It also used new creative formats, targeting options and real-time reporting to meet its acquisition goals.

The results
@GetTaxi saw 34% more registrations per install from Twitter than its average across its other channels. Additionally, it achieved high engagement rates (peaking at over 37%) and its CPIs on Twitter were at least 30% lower than on all other mobile channels.

@AlgidaTurkiye - The goal
Turkish ice cream brand Algida Turkey (@AlgidaTurkiye) wanted to popularise its hugely seasonal snack outside of the summer months.

The approach
@AlgidaTurkiye used paramotors and balloons to deliver ice cream from the sky. It backed this with an integrated digital marketing campaign around TV and Twitter where it used a Promoted Trend to build awareness and Promoted Tweets to encourage participation.

The results
@AlgidaTurkey significantly increased reach and brand conversations during the course of its campaign, and saw sales rise by 6%. It also racked up more than 250,000 votes via Tweets and hit an engagement rate of 27.1% during the Trend.

@DigitalFashWeek - The goal
Asia’s highest profile designer showcase, @DigitalFashWeek, wanted to use Twitter to generate awareness around its live event and strengthen the reputation of local designers.

The approach
It used Promoted Accounts to grow its followers and launched a Promoted Trend. @DigitalFashWeek backed its Trend with Promoted Tweets that drove buzz, enhanced its reach and targeted a broader audience of fashion supporters.

The results
With its appeal to fashion lovers worldwide, #DigitalFashionWeek resulted in a 200% growth in sales for local designers. @DigitalFashWeek also achieved a 1200% increase in followers and saw a 10% peak engagement rate for Promoted Tweets.