#EvergreenLove; A Non-Traditional Content Marketing Campaign
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Transcript of #EvergreenLove; A Non-Traditional Content Marketing Campaign
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Tweeting our way into the hearts of tweeple, with #EvergreenLove – Sahara Star
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Valentine’s Day witnesses a rush of brands clamoring over each other for attention. Either holding contests or offering one deal or another.How does a hospitality brand stand out? That too, a 5 Star Hotel - Sahara Star.
Business Challenge
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We decided to stand out from the crowd, using that which is closest to romance and love; Poetry.
• With the aid of our in-house romantics we started tweeting short poems, romantic quotes or lines from movies and books that influential people on Twitter would connect with. All accompanied with the #EvergreenLove hashtag.
• The same was done on the Facebook page using share-worthy creatives in posts, that also contained links to the Hotel’s various Valentine’s Day specials. These posts were targeted especially towards couples in a serious relationship or those who were newly engaged, thanks to Facebook’s Ad targeting features.
Our solution
Poetry
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“When words fail your heartsay it with a rose
it says what you want towithout poetry or prose”
Conversations Using Real-Time Poetry
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“Love isWhen two souls conspire together
and make endless poetry”
Original romantic quotes
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“The secret to a perfect love, known by very few, is the joy of a
hearty meal, shared often by two”
Content vis-à-vis Promotions
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Audience Targeting
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We ensured that our messages were reaching the audience most relevant to the promotions.
We reached out to specifically;• Newly engaged couples• People in serious relationships
Audience Targeting
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#EvergreenLove
Sales Offer
Generating Leads
Involving Influencers
Targeting a relevant audience
Branding
Using a multi-pronged approach, we ensured that our messages reached a highly relevant, targeted audience with engaging, interesting content.
Multi-pronged Approach
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The Results
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Numbers and Statistics
112,000 Reach576 links clicked
159,543 timeline
deliveries
87% of #EvergreenLove
tweets were from conversations
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Focus on Female Audience
By using the unconventional medium of poetry, combined with relevant content marketing, we reached out to a prime group of influencers in a memorable way, strengthening the Sahara Star brand.
The percentage of the female audience interacting with the posts also increased to 40% from the usual 25-28% in the 25-34 age bracket.
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Focus on Influencers
By using the unconventional medium of poetry, combined with relevant content marketing, we reached out to a prime group of influencers in a memorable way, strengthening the Sahara Star brand.
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