Love Me Challenge
Year 2015
Problem
During the Valentine’s season, Multiplaza’s Facebook and Instagram have always been very successful in terms of interactions and engagement, thanks to their visual appeal. However, the magic of the month of love wasn’t having the same effect on Twitter. Our task was to grow Twitter, increase interactions, and improve engagement, just like the other social media platforms of Multiplaza.
Solution
We identified the current popular radio hosts and analyzed the level of engagement they obtained with the Twitter community in Honduras. We decided they would be the cupids between our brand and their Twitter audience.
We created the <#LoveMeChallenge>, a contest that had several stages:
The first stage involved choosing one of the presenters to be part of this team. In the second stage, the hosts would give daily challenges to the followers of their team, and these challenges had to be fulfilled in the most creative way possible. The third stage was the selection of finalists through votes from our Twitter followers.
The grand finale was a live program at the shopping center where the finalists completed the final challenges live, involving the visitors. The winner was chosen live through votes on our Twitter as well.
Results
The Love Me Challenge lasted a week, during which follower participation increased by 57%, experiencing a growth of 97.71%.
Over that week, the page engagement increased by 31.55%, and daily growth was 4.51%. Interactions increased by 86.94%, and shareability by 76.36%.
During the selection of finalists, one of them was on the verge of disqualification, but Twitter users, including his competitors, supported him, and @multiplazaHN was mentioned in all the tweets.
By hosting the grand final at the shopping center, traffic increased by 38%, according to the visit control statistics of the shopping center.
BOARD CASE
-SPANISH-
