Use rich media to boost engagement.
The company created a number of 90-second videos around a central theme: Whether you like your life or not, you’ll always love a Mandolin bar. The videos featured celebrities and situations that the audience would find easy to identify with. These videos — also used as television ads — increased audience interest and were shared widely across Twitter. @MandolinEgypt included video content that was exclusive to Twitter, achieving even higher engagement rates.
Broaden targeting to reach a wide audience.
@MandolinEgypt used broad targeting to reach as many consumers as possible, using geotargeting for an Egyptian audience. Some videos were also targeted by gender, as they were created to appeal specifically to men or women.
We were looking for a different medium on which Mandolin can be present, find its target, and create buzz with its controversial tonality. We picked Twitter! Obviously it was the right choice, as with a minimal budget we were very successful in outperforming all of the KPIs.