Swiss Federal Railways SBB (@RailService) wanted to increase brand awareness with a Twitter campaign that encouraged rail travellers to shop online for train tickets and to sign up to its newsletter.
SBB’s campaign set out to educate Twitter users in Switzerland about the great weekend offers and deals found on its online ticket store. To reach as many potential new passengers as possible, SBB ran a Promoted Accounts campaign to build its following. It combined this with Promoted Tweets that included a special incentive of discounted offers on rail journeys available on its website.
SBB also ran a competition to encourage newsletter sign-ups, which was incentivised with a prize draw to win SBB-branded backpacks.
Tweeting in both French and German, SBB ensured that the content connected with rail travellers all over Switzerland.