Use innovative tools that adapt to needs.
@BuchanansMexico worked with Twitter to develop a customized Poll Card to make it easy for supporters to sign the petition. Instead of asking a question, the brand used a single option for the Poll Card and invited users to back its initiative by simply clicking “Sign here.”
Use influencers who share your brand values.
@BuchanansMexico engaged local celebrities to generate content. Musician Leonardo de Lozanne (@leodelozanne), TV presenter Jorge Van Rankin (@burrovan), and actor Humberto Zurita (@humbertozuritam) along with his son, Sebastián Zurita (@SzuritaOficial), were the main ambassadors, and invited the audience to show their support through the campaign’s videos. @BuchanansMexico used its influencer content as auto-reply for users engaging with the Poll Card.
Focus targeting and generate engagement.
Using #GraciasPapá as a Promoted Trend, @BuchanansMexico increased its campaign’s reach a day before Father’s Day. The brand encouraged Mexican men and women aged 25 to 50 to join the conversation by thanking their own dads. It also targeted users by interests, such as liquor and spirits, and by life stages, such as dads and newlyweds.