Category Archives: Campaign Management

Conduit campaign

Case Study: How Helped Web’s Largest Publisher Platform Conduit Run a Campaign on Twitter

Running a successful campaign on Twitter requires not only resources – more importantly it requires a willingness and dedication to engage your community in an open and authentic manner. It also requires having the right set of tools that would enable effective engagement, without being overwhelmed.

When Conduit, a leading web publishing platform asked us to help them run a Twitter campaign celebrating their participation in Mobile World Congress in Barcelona, we couldn’t be more excited.  Working with a company whose philosophy is summed-up by the motto “engaging people” is a privilege.

The Inception

The idea behind the announced campaign was straightforward: encourage people to tweet why they should be the ones to win a flight to Barcelona, and connect it to the Conduit brand. Participants were required to complete 2 simple steps:

  • Follow @Conduit on Twitter
  • Tweet this: Fly me to #MWC12 because ___ @conduit #ConduitMWC12

Participants with the most retweets would receive a valuable prize – a flight and entrance to MWC.

The Campaign

Right from the onset, the campaign quickly gained a lot of traction. People shared their connection to the brand (“Fly me to #MWC12 because my students and I use conduit in my classroom #ConduitMWC12″), and repeatedly asked their followers to retweet. After 2 weeks of build-up, the nominees were introduced, and finally the winners were announced.

How Helped

Using (corporate tier) , the Conduit team was able to easily monitor campaign engagement as it happened, measure it, and engage with top participants. Here is how it all came together:

  • Monitor – Conduit team added #ConduitMWC12 hashtag under Monitor Engagement section in their dashboard. From this point, our engine monitored incoming tweets with this hashtag in real-time, using Twitter’s Stream (which is significantly more reliable than using the traditional Twitter search)
  • Measure – using the Engagement Report (found in the Advanced tab), the Conduit team could access the core engagement metrics for the #ConduitMWC12 hashtag (such as # people participated), and get a full list of the participants, with their relevant statuses, and sort them by their overall rating and the number of retweets they got.

Engagement Report

  • Connect – top campaign participants propagated to the dashboard feed and the #ConduitMWC12 list, making it really easy for the Conduit team to connect with them
  • Support – our dedicated account manager was available during the whole campaign for any issue the Conduit team faced. We worked with Conduit as one team with a mutual goal.

Sivan Cohen, Conduit’s content marketing manager shares from her experience working with

Hundreds of Twitter tools claim to provide the most comprehensive analytics feedback, but tops the list of Twitter engagement tools, helping you manage your community more efficiently and drive more business. Furthermore, their client management team is always on hand to support and guide you, and to ensure the feedback gained is specific to your business goals. has consistently proved to be a great service.

Key Takeaways

Campaign’s success was driven by several key tactics, that are applicable in any Twitter marketing campaign:

  • Mark tweets with a unique hashtag – identifying participant’s tweets by a unique hashtag (#ConduitMWC12) allowed us to effectively monitor engagement, and filter participants’ engagement from the rest of the community.
  • Measure retweets – measuring the number of retweets of the participant’s statuses meant that the campaign rewarded influence. Participants with larger, more active community had a bigger chance to win. This is a win for the brand, since naturally influencers command a bigger impact on how much engagement and awareness is created by the campaign.
  • Ask participants to follow the brand – while increasing the followers number isn’t usually the main success metric, there is no reason not to see it grow during a campaign
  • It’s not only about monitoring – Conduit used not only to monitor engagement and get detailed reports, but also to engage and connect with influencers that participated in the campaign. This is important, since long-term relationships and brand loyalty are created by 2-way communication, not 1-way.

Want Us to Help You Run a Successful Campaign?

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monitoring hashtags

Case Study: How Wix Ran a 6M User Marketing Campaign on Twitter using

Here at our goal is to help businesses grow and cultivate relationships with their customers and supporters using social media. A growing number of businesses of all sizes trust us to help them achieve their business goals on Twitter. But when Wix, a world-leading Flash website builder, came to us asking to help them run a Twitter campaign, invigorating their user-base of more then 6 million people, we weren’t sure how exactly it would play out. Looking back, the success story of the campaign has some valuable lessons companies can learn from.

The Inception

When the Wix marketing team has set out to create a Twitter-centered marketing campaign, they had a twofold goal:

  1. To increase user engagement with the worldwide @Wix account and the Spanish @MundoWix community
  2. To bring a sense of fun and joy to the Twitter community

Carolina, @MundoWix community manager tells:

At Wix, we came up with this amazing Twitter contest idea: asking our followers to confess their darkest secrets, twitting the phrase “Nobody knows I_____ . @Wix #KnowsMeBest”. The contest was to be held on both Twitter channels for a week, and we would give away 3 smartphones as prizes to the most creative twitterers.

"nobody knows" Wix campaign

Bringing Idea to Life

After setting up the ground rules of the contest, Wix realized that they needed a way to monitor all the hashtag tweets and retweets that will be pouring out during the campaign. That’s where entered the picture. Our solution allowed Wix to:
  • Monitor #KnowsMeBest hashtag using Twitter’s real-time stream, which guarantees delivery of all tweets (in contrast to Twitter Search, which is notoriously unreliable)
  • Prioritize all the hashtag mentions by the influence and relevance of people tweeting and retweeting them
  • Report on the engagement of the community during the campaign on a daily basis, broken down by members, and sorted by multiple parameters, such as # followers
  • Connect with the new members beyond the campaign, cultivate them to become supporters, and see their full engagement history with Wix (all mentions, dms, retweets of every member in one chronological thread)

The Campaign

After sending an email with the contest rules to more then 6 million Wix users, the contest began. The tweets were pouring in, Wix community managers tracked the hashtags, engaged back the community, and in the end of every day received a detailed report on community engagement. At the end of the week, when the contest finished, they received a detailed weekly report.

Reports that Wix received  contained not only dry numbers, but more importantly, a detailed list of members that engaged during the campaign, sorted by their member rating – a 0-100 score of member’s influence and relevance specifically to Wix (in contrast to a universal personal score, a-la Klout, which doesn’t consider the differences of every community).
Carolina shares her experience running the campaign:
We worked with dashboard to both manage and track entries in the contest. Without, keeping up-to-date with the tremendous activity we had on both our channels would have been impossible. With thousands of confessions, and having reached Trending Topic in Latin America, we can say this was a successful and fun campaign!”

The Takeaways

There are several lessons companies can learn from the way Wix ran this Twitter marketing campaign:

  • Multi-Channel Approach – while the contest ran on Twitter, the first engagement with the user base was using email. This shows that the inbox is still a major a user behavior driver
  • Reliable Monitoring – since Twitter Search can’t be used consistently for monitoring,  a robust monitoring solution should be used, to eliminate loss of leads
  • Short-term Gains and Long-term Benefits – while the short term goals of increasing engagement were the focus of the campaign, the long term benefits weren’t forgotten. After the campaign finished, Wix community managers made sure to follow up with key influencers (right from the dashboard) in order to ensure their continuing involvement and support.

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We had a blast working with the Wix team, their professionalism and friendly spirit were unbeatable! We are looking forward to our future cooperation :)