Lionsgate's concerted Facebook and Twitter push drives engagement around release of The Hunger Games
by Charles Allison on 21st March 2012
The Hunger Games' Facebook and Twitter engagement show the impact of aligning social media platforms in a concerted and creative campaign
Cosmetics brand, 17, successfully drives product discussion amongst teenage girls, using Twitter party
by Rachel Ditchburn on 16th November 2011
17 shows how to generate positive product discussion and recommendations using “Twitter parties”- evenings of product giveaways and makeup tips hosted by brand ambassadors on Twitter.
Burberry successfully enhances excitement and exclusivity surrounding its SS12 collection using innovative 'Tweetwalk'
by Rachel Ditchburn on 21st September 2011
Burberry's London Fashion Week 'Tweetwalk' campaign shows that providing social media fans with exclusive information on luxury products makes them feel part of the 'elite' and enhances, rather than compromises, the brand's overall sense of exclusivity.
Wave: social media quarterly – how brands are creating frameworks for consumer-led engagement
by Leonie Bulman on 7th April 2011
WaveMetrix analysis of social media trends in Q1 2011 shows different ways in which brands can use social media as a framework for consumers to engage with or promote brands. Brands have successfully continued to monetise social media, whilst others are encouraging consumers themselves to promote their brand.
Conversational Twitter handle proves more effective in engaging consumers
by Leonie Bulman on 18th February 2011
Comparing the Twitter handle of two movie studios – Film4 and Focus Features – shows that conversational posts are much more effective in engaging consumers than posting news snippets. Film4’s informal and chatty posts lead to a much higher consumer response rate than Focus Features' news-based handle.
Allowing Twitter consumers to take the lead proves more successful than giving unsolicited advice
by Catherine Maxwell on 24th November 2010
WaveMetrix analysis shows that Innocent’s query-answering community management strategy has been successful in triggering responses from consumers and in generating positive consumer reactions. In contrast, GSK's approach of using the Nicotine handle to share unsolicited advice with US consumers attracts very few replies.
Converse use Twitter to promote marketing activity to consumers in Mexico
by Laura Evans on 17th November 2010
Converse in Mexico show how a brand can use Twitter as a communication tool to promote their marketing activities. WaveMetrix analysis shows that Converse use collective and individual tweets to encourage participation in competitions and answer consumer queries.
Tweet Media can change how brands talk to customers, say experts
by Matt Harrison on 29th July 2010
Twitter is currently testing a feature that will allow consumers and brands to broadcast multimedia content. Our analysis shows that experts are excited by the marketing opportunities that the new feature presents.
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