Terrence Chappell's Social Media Portfolio
-
Upload
terrence-chappell -
Category
Documents
-
view
2.041 -
download
3
Transcript of Terrence Chappell's Social Media Portfolio
It’s no secret that the AA market is most active and engaged on Twitter around AA-centered pop culture events and awards shows. Armed with this insight in mind, Toyota Showcase interacted with viewers through a live tweet session during the Soul Train Awards. The live tweet session complemented Toyota’s Camry built-in media sponsorship. Live tweeting was a great way to connect with followers in real time while conveying to them that Toyota Showcase is plugged into what’s fresh and current, which resulted in:
Key Milestones: Live Tweeting Drives Engagement
72 Retweets 42 Replies 171
Favorites
12% Twitter Handle Growth
6.29% Engageme
nt Rate
765K Impressio
ns
In support of Toyota’s built-in Camry sponsorship for Lifetime’s Whitney Houston Biopic, Toyota Showcase hosted a Twitter takeover with pop-culture blogger Awesomely Luvvie to invite viewers to a custom digital experience of witty social commentary and engaging, exclusive content. Overall, the Twitter Takeover increased Toyota Showcase’s visibility among the AA market on Twitter, casted a wider net among a new network, and evoked flavor into the Twitter handle, which resulted in:
Key Milestones: Twitter Takeovers Boost Twitter Handle Growth
759 Retweets
136 Replies
1,211 Favorites
2.3% Engageme
nt Rate
40% Twitter Handle Growth
1.2M Impressio
ns
A thematic play off of Corolla’s #MakeYourMark commercial spot, Digital OOH infused art and Twitter for activations at this year’s SXSW in Austin and last year’s Art Basel in Miami. With the Corolla art installation as the focal point, guests either at the event or at home could tweet #MakeYourMark to fire off a gust of paint onto a white canvass positioned behind the Corolla. It was Twitter-generated art for the first time ever, which resulted in:
Key Milestones: Twitter-Fueled Art for The First Time Ever
204 Retweets 42 Replies 986
Favorites
2.0% Engageme
nt Rate
29% Twitter Handle Growth
7.4M Impression
s
©2013 Walgreen Co. All rights reserved. 7
11 Number of Posts 512,480 People Reached 1.5 % Engagement Rate 4,839 Likes 911 Comments 463 Shares 890,580 Impressions
Valentine’s Day Campaign (Organic)
©2013 Walgreen Co. All rights reserved. 8
387,968 People Reached Reach Breakdown:
13,184 Organic
374,784 Paid 1.0% Engagement Rate 5,483 Likes 107 Comments 68 Shares 434,447 Impressions Impressions Breakdown:
22,416 Organic
412,031 Paid
2,267 Post Clicks
Father’s Day Campaign (Paid)
©2013 Walgreen Co. All rights reserved. 9
319,872 People Reached Reach Breakdown:
9,472 Organic
310,400 Paid 0.7% Engagement Rate 5,801 Likes 50 Comments 34 Shares 356,929 Impressions Impressions Breakdown:
8,024 Organic
341,550 Paid 1,417 Post Clicks
Father’s Day Campaign (Paid)
©2013 Walgreen Co. All rights reserved. 10
484,352 People Reached Reach Breakdown:
8,192 Organic
476,160 Paid 0.6% Engagement Rate 5,727 Likes 108 Comments 215 Shares 533,843 Impressions Impressions Breakdown:
19,495 Organic
514,348 Paid 1,983 Post Clicks
Father’s Day Campaign (Paid)
©2013 Walgreen Co. All rights reserved. 11
1,230,848 People Reached Reach Breakdown:
28,160 Organic
1,202,688 Paid 0.6% Engagement Rate 19,234 Likes 201 Comments 677 Shares 1,293,248 Impressions Impressions Breakdown:
46,246 Organic
12,47002 Paid 5,007 Post Clicks
Father’s Day Campaign (Paid)
©2013 Walgreen Co. All rights reserved. 12
145,792 People Reached Reach Breakdown:
142,843 Organic
2,949 Paid 1.7% Engagement Rate 75,859 Likes 315 Comments 15,003 Shares 234,571 Impressions Impressions Breakdown:
231,622 Organic
2,949 Paid 858 Photo Clicks
Mother’s Day Post (Paid)
©2013 Walgreen Co. All rights reserved. 13
254,976 People Reached Reach Breakdown:
157,056 Organic
97,920 Paid 2.2% Engagement Rate 1,265 Likes 108 Comments 794 Shares 414,512 Impressions Impressions Breakdown:
268,974 Organic
145,538 Paid 8,159 Post Clicks
Wonder Product Campaign, Coconut Oil (Paid)
Anna Hovet’s Video Facebook Post
The Campaign:
Anna Hovet was one of the selected, featured fashion designers a part of EFFEN’s Art of Design Series. I interviewed Hovet at her studio, assisted in the creative direction of the video shoot, and monitored and engaged fans after posting the video.
STATS:
Likes: 2,066Comments: 315Shares: 94
Weekly Cocktail Recipe Facebook Posts
The Campaign:
I implemented weekly cocktail recipe posts, either on Friday or Saturday, into thesocial media calendar as a way to call fansto action on behalf of the brand but also toremind them of EFFEN’s assortment of cocktail recipes to try out during theirweekend.
STATS:
Likes: 518Comments: 15Shares: 35