The BOOPZ poll was a great example of how a brand can interact with consumers to drive positive engagement and sentiment on Twitter. After a 15% engagement rate on the first day of voting, the overall engagement rate was an impressive 13%, at a cost of £0.02 per engagement. Meanwhile, the poll received a total of 157,000 votes, and resulted in a clear decision.
The success of the poll led to significant earned media coverage, as the great BOOPZ debate featured in some of the UK’s most widely read national newspapers.
Overall, the volume of engagements far exceeded expectation, beating previous polls by more than 40%, and, as a result, the poll format will play a prominent role in @HeinzUK future campaign planning.