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How three brands achieved sales success with Twitter

By Gordon Macmillan
Monday, 29 September 2014

Three brands from different sectors, Rimmel London (fashion), Peperami (FMCG) and notonthehighstreet.com (online shopping) have all seen strong sales-related success on Twitter recently. We have produced three video case studies to tell those stories.

Fashion and beauty brand @rimmellondonuk used Twitter to help launch an online flash sale; pork salami brand @Peperami conducted a Twitter campaign around the World Cup; and online department store @notonthehighst achieved a cost per acquisition that matched those of its best-performing generic search engine campaigns.

As part of our #TwitterWorks series, we spoke to all three about what worked and the results they achieved.

Rimmel London

@rimmellondonuk created their first online flash sale using the hashtag #Rimmel180, one of several events helping celebrate the brand’s 180th birthday. We spoke to digital manager Natalie Christoforou at Coty Beauty about the #Rimmel180 campaign.

Peperami

The World Cup was a major marketing opportunity for thousands of brands. With so many official and non-sponsors vying for attention, it was a challenge for businesses to achieve cut-through in such a competitive space.

@Peperami was one of those that succeeded. It used the run-up to the World Cup as its moment to launch on Twitter and created a series of highly engaging @VineApp videos to capture the attention of football fans.

Not only was it able to grow a significant following, but the overall campaign delivered strong sales results. We spoke to Peperami’s marketing controller Alec Mellor, about how they got there and the role Twitter played.

notonthehighstreet.com

For this year’s #FathersDay, @notonthehighst launched its first major Twitter campaign. As an online store that’s a gateway to thousands of the UK’s most creative small businesses, notonthehighstreet.com started a campaign around a fun series of Vine videos.

Each Vine was designed to encourage people to spend more time with their fathers, and the campaign was one of the first to use our Tailored Audiences feature to achieve strong results. We spoke to Ben Carter, marketing director at @notonthehighst, about the campaign.

These three stories indicate how Twitter can deliver not only a high level of engagement, but also helps brands drive strong sales across various industry sectors and with differing approaches.