Case Study

E! Online expands its Latin American audience during special event broadcasts

Key results

The opportunity

E! Entertainment TV channel was broadcasting live from the red carpet during three highly anticipated events: Screen Actors Guild Awards, the Grammys and the Oscars. E! Online, the channel’s online content hub, wanted to generate buzz around the live broadcasts and increase brand awareness among viewers in Latin America.

The strategy

E! Online used two existing accounts: @EonlineLatino for Argentina, Colombia and Mexico, and @eonlinebrazil for Brazil. Before each event, it launched Promoted Tweets with images of previous ceremonies, exclusive videos and links to E!’s website. The brand customized its targeting, using TV Targeting and Event Targeting tools, to reach its audiences in each region. On the day of the broadcasting, the Promoted Trends #AlfombraRojaE! and #TapeteVermelhoE! (“#RedCarpetE”) increased awareness of the event and attracted more viewers.



Define your audience and maximize your reach.

In Argentina, Colombia and Mexico, @EonlineLatino used TV Targeting to promote Tweets to people discussing specific channels and shows. @EonlineBrasil used Event Targeting to find users interested in the events that would be broadcast live by E! Entertainment. As a result, E! Online increased its number of followers significantly. In Mexico, for example, the brand achieved 2,000 new followers on the day of the Grammys.

 

Engage your audience with rich content.

@EonlineLatino used Promoted Tweets with images from previous red carpets and ceremony videos to reach potential users and keep the conversation as fresh as possible and at the lowest cost. Those Tweets were the ones with greatest engagement among viewers.

Increase awareness with Promoted Trends.

After generating buzz around the events, @EonlineLatino used the Promoted Trends #AlfombraRojaE! and #TapeteVermelhoE! on the day of the broadcasts to reach potential users, including those who were not brand followers on Twitter. This elevated the conversation, resulting in an extraordinary impression rate during the campaign.

The success

@EonlineLatino was mentioned 18 times more than its daily average while @eonlinebrasil had 20 times more mentions on the day of the event. #AlfombraRojaE! earned 14,200 mentions in Mexico during the Grammys’ red carpet, and #TapeteVermelhoE! achieved 26,100 impressions in Brazil. Despite the campaign not being video-centered, Promoted Videos were viewed 166,000 times, resulting in a rate of 12.75%.

The brand gained 26 more followers than its daily average. Promoted Tweets with rich content achieved a 13.65% engagement rate at US$0.02 CPE, while Promoted Tweets with text had a 0.96% engagement rate at US$0.32 CPE — well below its benchmark of US$0.35.

Every brand was talking about the red carpet on social networks, but we were able to stay relevant thanks to our strategic use of the tools provided by Twitter."

Customer contact, E! Online

Solutions used

Audience targeting

You want your message to be heard by the right person. Twitter's targeting capabilities ensure it will be.

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Expanding reach

Tweets are everywhere. And this enormous, international real-time reach is within your brand’s grasp.

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