The campaign was built around a real-time digital ticket promotion that aimed to generate at least 20,000 entries over the course of its six-week duration. From the outset, made the decision to place the hashtag at its heart. The hashtag, which ran across all media, provided a clear focus point for the campaign, and a powerful expression of the idea behind it of bringing people together. “By putting and Twitter at the heart of our campaign we were able to have a clear focus point of the communication plan,” explains Callum Galloway, brand manager at Dove Men+Care.
As a way to help keep the ticket giveaway fresh and sustain it, employed a variety of creative ideas. This included experimenting with Twitter Cards. This saw make great use of custom formats such as Polls and Flock to Unlock Cards to help drive competition entries. It combined these with Retweet to win and Vines as ways to encourage rugby fans to enter its ticket giveaway.
“While tone of voice is hugely important for a brand on social media, there is a case to dial up the humour element slightly to engage with your audience,” says Johnny Durant, account director at Essential Group. “Whether this is through using emojis, Vines, or GIFs, will certainly be looking to keep these fun and engaging conversations going. As well as using Polling Cards to engage users and drive competition entries.”
As the campaign progressed, continually refined its campaign, allowing it to focus on the most successful tactics. These were extremely successful at driving competition entries as well as prompting users to engage with wider content. Targeting and placement delivery were optimised in real time at key moments during the RWC to ensure the reach of when conversation volumes were at their highest. “Twitter allowed us to carry out real-time ticket competitions so we could give value back to our consumers and be reactive to events on the pitch during the Rugby World Cup,” says Galloway.
Throughout the campaign made sure to keep its Tweets clear and consistent. This helped ensure that its creative work made the greatest possible impact, and that its message hit home.