Expert Content Campaigns: Blogs & Twitterg

Campaigns that experienced success from launch on expert content platforms

Jackie TitoloPei WangPei Wang

Case 1: ‘100 Bloggers Unite Against Breast Cancer’ CampaignCancer Campaign

Goal: Promote 10th anniversary of Pink Pony Foundation in 2010

Action Taken: Formed coalition of top 100 women’s lifestyle blogs to run campaign on their sites

Why it worked:*United trendy with worthwhile social cause*Creative bloggers brought individuality to coverage*Selected blogs had high readership & strong presence on multiple platforms*Selected blogs had high readership & strong presence on multiple platforms

Results:*Mainstream press coverage *Online auction

Best Type of Content• Blogs:• Blogs:

– Internal links, sidebars, calls to action increase traffic– Very visual, keep text short but creative– Establish strong personality – Interact to build relationships/community– Posts to go live early in day

• Twitter:Twitter:– Answers a question before followers/customer ask it– Immediate info real time (late afternoon is best)– Grabs attention in few works

Off “ l i ” i f ti f “h ” i– Offers “exclusive” information from a “human” voice– “Statement” content will be re-tweeted over “life” updates– Retweets, Hashtags, and Mentions

• In common:– Consistency in posting/interaction– Strong voice

Links to video– Links to video

Case 2: Jeep Twitter Campaigns 

#jeeppuzzle

Results:

Increase new followers on twitterIncrease new followers on twitter

Creating a highly engaging and involving, participatory brand experience

The brand was mentioned on millions of blogs.

The promotion videos were among the most viewed p gvideos

Case 2: Jeep Twitter Campaigns 

Action Taken: Action Taken:

Asking questions like – “What’s the best place your Jeep has taken you?”

Advertises Jeep’s celebration events and Jeep’s commercials

Promotes pictures of the day, tailgates that the company holds

Respond to fans c stomers and potential c stomers Respond to fans, customers and potential customers promptly and with useful tips