2 Reasons to get Excited about Twitter – Case Apetina Somekokki & Huawei Twitterliiga

2 REASONS TO GET EXCITED ABOUT TWITTER

Hi, my name is @esapeltonen, I’m a Creative Strategist @IsobarFinland #hellofinland

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BORN 2003

AROUND 20

INTERNATIONALLY 3000

36 MARKETS

PART OF

PEOPLE IN FINLAND  

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WE GET OUR KICKS FROM CREATIVE DATA DRIVEN

MULTICHANNEL MARKETING, SOCIAL MEDIA AND

INNOVATIVE TECHNICAL SOLUTIONS.

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IT’S A UNIQUELY OPEN SOCIAL MEDIA.

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IT’S UNIQUELY CURRENT.

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IT’S THE MEDIA FOR INFLUENCING PUBLIC OPINION.

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78% OF JOURNALISTS USE SOCIAL MEDIA TO SEARCH FOR BREAKING NEWS, AND TWITTER IS ONE OF THEIR

MOST IMPORTANT TOOLS FOR DOING SO.

(Washington Post)

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ON TWITTER WE’RE NOT EQUAL.

Alexander Stubb and Tuomas Enbuske tweeting. (Lehtikuva/Mikko Stig)

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APETINA #SOMEKOKKI

2014 +

Case  

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TWO TARGETS

INCREASE BRAND PREFERENCE

COMMUNICATE THAT APETINA CAN GIVE A GREAT TWIST TO

ALMOST ANY TYPE OF FOOD.

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CASUAL CREATIVE

COOKS

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See the case video:

https://vimeo.com/117594122

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TWITTER CAMPAIGN

SITE

INSTAGRAM

FACEBOOK

BLOGS

PR

YOUTUBE

DISPLAY RADIO SAMPLING

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#SOMEKOKKI CAMPAIGN STATISTICS

12 million

over

Potential impressions on Twitter

137 000 over

Visitors to campaign site exceeded

800 tweets

over

#somekokki hashtag

was used in

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GROWTH IN BRAND ATTRIBUTES*

*MillwardBrown  

50 %

Brand top of mind increased

Brand loyalty grew

48 %

Preference increased

13 %

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SALES GROWTH

5 %

Apetina market share

grew by

8,5 %

Apetina sales grew in volume 2013 vs. 2014

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KEYS TO SUCCESS

ENGAGING BACK STORY

THE RIGHT AMBASSADORS

FREEDOM OF EXPRESSION

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#HUAWEITWITTERLIIGA Case  

The Most Talked About New Sport of the Year is Twitter

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THREE GOALS

INCREASE AWARENESS

IMPROVE PRICE/QUALITY

IMAGE

LAUNCH THE NEW MATE7 SMARTPHONE

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TARGET GROUP INSIGHTS

THEY ACTIVELY FOLLOW OPINION

LEADERS

THEY WANT TO SHOW OFF THEIR

KNOW-HOW

THEY ARE EXTREMELY

COMPETITIVE – THEY LOVE

GAMING

(Source: Dentsu Aegis Network CCS study 2014)

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See the case video:

https://vimeo.com/117595393

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#HUAWEITWITTERLIIGA IN A NUTSHELL

World’s first fantasy league that lets you create and manage a team of top Twitter influencers in the country.

Create a team from 100 top Twitter influencers

in the country.

Influencers include for example politicians (Alexander Stubb, Jyrki Katainen), musicians

(Petri Nygård, Michael Monroe) and business leaders (Peter Vesterbacka, Pauli Aalto-Setälä, Ville Tolvanen).

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#HUAWEITWITTERLIIGA STATISTICS

1500 over

Total tweets

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TOP 100 influencers that have promoted the game

% 6,2

Potential Twitter

impressions

over

million

+210% over target

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ESTIMATED TWITTER FREQUENCY

15,6

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#HUAWEITWITTERLIIGA STATISTICS

25 000 over

Visits to the site

70 over

Total time spent with the game

1468

Total people registered

days

+30% over target

+53% over target

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BOUGHT MEDIA BUDGET ONLY

15 000 €

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Huawei Twitter League on YLE Efter Nio:

https://vimeo.com/120378216

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KEYS TO SUCCESS

UNIQUENESS GAMIFICATION ENGAGING THE INFLUENCERS

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THREE THINGS TO CONSIDER WHEN USING TWITTER

“UNDERSTAND THE STRUCTURE”

“EMBRACE THE CULTURE”

“LEAVE SOME MEAT ON

THE BONE”

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THANK YOU!

@esapeltonen @IsobarFinland #HelloFinland