El Palacio de Hierro 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). El Palacio de Hierro has interpreted the Mexican culture to create a lifestyle that

the account @palaciohierro 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.

The brand wanted to build brand awareness on Twitter in order to grow followers, generate

engagement and amplify to reach of its message.

El Palacio de Hierro 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.

CHALLENGE

is “Completely Palacio”.

El Palacio de Hierro was one of the first brands using social networks in Mexico. Since the creation of

http://www.soytotalmentepalacio.com/

@palaciohierro 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, @palaciohierro used a Promoted Trend: #EsteEsMiEstilo (#ThisIsMyStyle),

a phrase specifically related to the El Palacio de Hierro 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.

SOLUTION

Results for #EsteEsMiEstilo

@charlies...Charlie Sheen

@Gwyneth...Gwyneth Paltrow

@pa...El Palacio de HierroPromoted

Trends · Change

#EsteEsMiEstilo#YoSudoCuando#VMAs2013#Fernand#ColorAmorAV#LosMejoresBesosSeDanMiley CyrusRufino Tamayo

Promoted

Results

People

Photos

Mi piel es mi historia. #EsteEsMiEstilo Soy Alexi Lubomirski,#SoyTotalmentePalacio goo.gl/xyqiwn pic.twitter.com/ziJtScCNcy

@palaciohierroEl Palacio de Hierro

#EsteEsMiEstilo Soy Alexi Lubomirski, #SoyTotalmentePalacio goo.gl/xyqiwn pic.twitter.com/1dOW6zPU71

@palaciohierroEl Palacio de Hierro

Promoted by El Palacio de Hierro

TESTIMONIAL

TIP

“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 SilisSubdirector de Marketing Digital El Palacio de Hierro.

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.

.

En nuestra campaña, @alexilubocomparte su estilo en algunas frases,¿Cabe el tuyo en un tweet? #EsteEsMiEstilo#SoyTotalmentePalacio

04/07/13 9:46

104 RETWEETS 64 FAVORITES

04/07/13 9:46

104 RETWEETS 64 FAVORITES

@palaciohierroEl Palacio de Hierro

¿Definirías tu estilo en 140 caracteresa cambio de 71 segundos de inspiración? #EsteEsMiEstilo#SoyTotalmentePalaciosoy.ph/TwLiberaTuEsti...

@palaciohierroEl Palacio de Hierro

En nuestra campaña, @alexilubocomparte su estilo en algunas frases,¿Cabe el tuyo en un tweet? #EsteEsMiEstilo#SoyTotalmentePalacio

04/07/13 9:46

104 RETWEETS 64 FAVORITES

04/07/13 9:46

104 RETWEETS 64 FAVORITES

@palaciohierroEl Palacio de Hierro

¿Definirías tu estilo en 140 caracteresa cambio de 71 segundos de inspiración? #EsteEsMiEstilo#SoyTotalmentePalaciosoy.ph/TwLiberaTuEsti...

@palaciohierroEl Palacio de Hierro

En nuestra campaña, @alexilubocomparte su estilo en algunas frases,¿Cabe el tuyo en un tweet? #EsteEsMiEstilo#SoyTotalmentePalacio

04/07/13 9:46

104 RETWEETS 64 FAVORITES

@palaciohierroEl Palacio de Hierro

MILLONESPromoted Trend#EsteEsMiEstilo

impressions

mentions of #EsteEsMiEstilo

new followersas Earned Media

of the Promoted Trend

MAXIMIZE AWARENESS WITH A PROMOTED TREND.

Various Promoted Tweets asociated to the Promoted Trend,reaching an engagement rate of 11.19%

635{ }| |4. 85613 ,6

#01

RESULTS

KEYSTO SUCCESS

+

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. @palaciohierro used

the Promoted Trend #EsteEsMiEstilo

to generate brand conversation.

CREATE EXCLUSIVECONTENT

#02

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.

PARTNER WITH INFLUENCERS WHO CAN

ADD AUTHENTICITY TO YOUR MESSAGE.

#03

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.

#EsteEsMiEstilo Soy Alexi Lubomirski, #SoyTotalmentePalaciogoo.gl/30iVitpic.twitter.com/qlsijfdM8n

26/08/13 12:46

20 RETWEETS 7 FAVORITES

@palaciohierroEl Palacio de Hierro

Libera tu Estilo. Conoce a Alexi Lubomirski en exclusiva #SoyTotalmentePalaciogoo.gl/dapjsCpic.twitter.com/vjKOgUUDsG

16 RETWEETS 12 FAVORITES

@palaciohierroEl Palacio de Hierro

Promoted by El Palacio de Hierro

twitter@imssocial.com

www.imscorporate.com

#Twitter4Brands

@IMSCorp

Contact us to learn more about the possibilitiesthat Twitter offers for your business.

https://twitter.com/imscorpmailto:twitter@imssocial.comwww.imscorporate.com