The campaign exceeded @UKTomTom’s expectations, generating 19.2 million impressions and 252,000 engagements during the 11-day period. More than 338,116 people visited the brand’s website to discover more about the TomTom Runner Cardio. Success was due in part to the Twitter Audience Platform, which saw a peak engagement rate of 5.8%.
The campaign also can be measured via insights collected. By the end, @UKTomTom learned that the audience who best responded to the creative fit a specific profile. This valuable data will help the brand in its future campaigns.
Nielsen Brand Effectiveness Study
The campaign’s success also was echoed in a Nielsen brand effectiveness survey, which ran throughout the 11-day period. The survey found @UKTomTom had scored near the top of Nielsen’s benchmarks for campaign engagement.
The survey also noted a significant uplift in awareness of the TomTom Runner Cardio and in driving association with the message ‘allows you to optimise your heart rate whilst running’. Data highlighted the importance of correct attribution of targeting by showing stronger lifts in awareness and association in the runners-only audience.
Furthermore, the survey showed how the emotionally led nature of the campaign paid off on Twitter by leaving a strong impression on those who engaged with it. Tweet recall was two times higher than with the control group.