Imagine Cup is one of Microsoft's main annual events. This is a competition where students from all over the world compete with each other to be the champion of technology innovation that can contribute to Millennium Development Goals (MDGs). The local team selection took place in many countries, including Indonesia. The Indonesian committee challenged us to build awareness about Imagine Cup through Twitter, not only among the I-already-know-Imagine-Cup people which were dominated by tech enthusiasts, but also introduce it to common people who never heard about it.
At the starting point, the engagement rate between Imagine Cup Indonesia's Twitter Account was very poor. The content were too serious and not produced consistently. No one responded the given tweets. We were asked to change the condition, BUT we were not allowed to use ANY paid twitter buzzer or placement ads
First, we used NoLimit Monitoring Dashboard to track some popular youngster's Twitter accounts activity in Indonesia. We found that fun facts, motivational quotes, and love-related tweets were attractive for students. Then we built the tweet timetable that was consisted of casual greetings, motivational quotes, MDGs wow facts/articles related to Imagine Cup Indonesia's entries and technology behind it. We also used official hashtag #ICID2012 for all produced tweets.
After did it for one week, we evaluated performance of each tweet using Highlights feature in NoLimit Dashboard. We also tracked any events that might triggered peak in Audience Growth section. For the next weekly timetable, beside put in the best practice tweets (and articles), we also tracked communities and public figure that could helped us endorsing Imagine Cup. We held some interview sessions with them about MDGs issues that might be related with them. The responses are excellent. Some communities even asked our help to connect them with the innovators. This made Sentiment Score of @IdStudentPortal reached above +90%.
At the end of the campaign, we finally gained 4 times bigger amount of new followers that have precisely same background with our target. These people are tech enthusiast, high school students, college students, health communities, education communities, youth development communities, and other MDGs-related communities. We also got travel junkies, sport enthusiast, journalists, and radio announcers as well. From the Demography feature, we found that they came not only from Java Island, but also from Aceh, Riau, Balikpapan, Makassar, and other provinces outside Java Island, just like we expected. Client could also had the report about their crews performance, whether they are actively spread the news about Imagine Cup or not from Top User feature. Then we could easily captured all the information needed to compose a full report in less than one hour. This gave us advantage to have more time to go deeper into data analyzing so that we could proposed most essential recommendation for the next campaign.
Europa League is one of the popular soccer league in the world. As a brand with close association to soccer, Kacang Garuda didn’t want to miss this event to attract more customers. They already have about 5000+ Twitter followers at that time but with relatively low engagement level with the customer. They want to double the number; not only in term of quantity but also quality of engagement as well. We believe that active followers would have a bigger potential to convert into real customers.
The challenge we faced at that time was the domination of quiz hunter (people who really enthusiastic with any kind of quiz or contest) in all type of contests that have been held by Kacang Garuda Team on social media. This made the situation a bit tricky because we have to make sure that the contest we made should match the target market of Kacang Garuda, which are specific on people who love to chew Kacang Garuda during watching a soccer game at that time.
By analyzing the historical messages and interactions between @KacangGaruda account and its followers, we were able to draw a conclusion about some kind of contests that are popular for users. The most popular one is the “Tebak Skor” game (match score guessing game), so we decided to uplift this concept with some modifications. For this very first time, they didn’t rely only on offline activation such as TVC to do the campaign, but also on online activation with special custom microsite made for this Tebak Skor mini-game. This application was created on SocialMeter platform. We also tracked some accounts that were heavily talking about soccer with NoLimit Dashboard to involve them into our promotion.
The result of the Tebak Skor campaign was fantastic; 2.738 participants were joined the contest in 1 month campaign duration. In addition to that number, the volume of retweets, mentions, and new followers per day that were measured by NoLimit Dashboard was also increasing. @KacangGaruda collected about 727 retweets/day from only 3 retweets/day and gained 476 mentions/day or 24 times bigger than the average daily amount of mentions. This is a very big number for a commercial brand account. What about the number of followers? Of course it was also affected by the campaign. 180 New followers were following @KacangGaruda account every day in average. This campaign was a big success and therefore the client decided to adapt the similar concept for the Premier League that came two months after that.