The results of the Spotlight exceeded Twitter benchmarks by 30% and generated 21M impressions. @BMW_UK was also able to reach 45% of the target audience with its pre-roll ad campaign and 2.1M impressions.
There was an unintended benefit. The week of activity was the highest lead-driving week as a result of traffic driven by Twitter.
In the absence of a brand study, @BMW_UK used Twitter analytics and was able to achieve a high positive sentiment and create emotional appeal with the product.
This was one of @BMW_UK’s key KPIs. Two quotes summarise this very well: “Loved this car from the first time I set eyes on it”, and “I want one, please”.
1. 167 for regular usage – the highest of all social platforms
2. Twitter delivers better video view through rate than other platforms