el palacio de hierro moves its lifestyle totalmente ... · the brand wanted to build brand...
TRANSCRIPT
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El Palacio de Hierro belongs to Group BAL and is a trendsetter in Mexico through its
12 Almacenes (department stores), two Casa Palacio (home and design) and three Boutique Palacio
(fashion boutiques). El Palacio de Hierro has interpreted the Mexican culture to create a lifestyle that
the account @palaciohierro in November, 2012, it has implemented an always-on presence on the
platform, creating content exclusively for the Twitter community, publicizing catalogues, events and
promotions as well as doing customer service. A dedicated team manages the account and works to
maintain the brand’s identity in every Tweet.
The brand wanted to build brand awareness on Twitter in order to grow followers, generate
engagement and amplify to reach of its message.
El Palacio de Hierro moves its lifestyle"Totalmente Palacio" to Twitter.With the campaign “Este es mi estilo”, the brand managed to involve its followers in the spreading of its corporate message.
CHALLENGE
is “Completely Palacio”.
El Palacio de Hierro was one of the first brands using social networks in Mexico. Since the creation of
http://www.soytotalmentepalacio.com/
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@palaciohierro hosted a series of high profile events throughout the year. In 2013, the brand launched
an institutional campaign called “Este es mi estilo” (This is my style) with Twitter as the main
communication channel.
To maximize awareness, @palaciohierro used a Promoted Trend: #EsteEsMiEstilo (#ThisIsMyStyle),
a phrase specifically related to the El Palacio de Hierro brand. It also used 14 Promoted Tweets, each
one featuring content directly aligned with the campaign message. These Tweets encouraged users to
participate with an explicit call to action: “¿Cabe tu estilo en un tweet?” (Does your style fit in a Tweet?)
and other similar messages.
SOLUTION
Results for #EsteEsMiEstilo
@charlies...Charlie Sheen
@Gwyneth...Gwyneth Paltrow
@pa...El Palacio de HierroPromoted
Trends · Change
#EsteEsMiEstilo#YoSudoCuando#VMAs2013#Fernand#ColorAmorAV#LosMejoresBesosSeDanMiley CyrusRufino Tamayo
Promoted
Results
People
Photos
Mi piel es mi historia. #EsteEsMiEstilo Soy Alexi Lubomirski,#SoyTotalmentePalacio goo.gl/xyqiwn pic.twitter.com/ziJtScCNcy
@palaciohierroEl Palacio de Hierro
#EsteEsMiEstilo Soy Alexi Lubomirski, #SoyTotalmentePalacio goo.gl/xyqiwn pic.twitter.com/1dOW6zPU71
@palaciohierroEl Palacio de Hierro
Promoted by El Palacio de Hierro
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TESTIMONIAL
TIP
“Twitter is essential for our online media
mix. The possibility of interaction and
direct contact with our customers allows
us to engage in daily conversations and
expand the reach of our traditional campaigns.”
Carlos SilisSubdirector de Marketing Digital El Palacio de Hierro.
Use Promoted Tweets to extended the reach of your message and to encourage participation from the audience. Also, establishe the identity of your campaign by creating an explicit Promoted Trend and generating buzz around it.
.
En nuestra campaña, @alexilubocomparte su estilo en algunas frases,¿Cabe el tuyo en un tweet? #EsteEsMiEstilo#SoyTotalmentePalacio
04/07/13 9:46
104 RETWEETS 64 FAVORITES
04/07/13 9:46
104 RETWEETS 64 FAVORITES
@palaciohierroEl Palacio de Hierro
¿Definirías tu estilo en 140 caracteresa cambio de 71 segundos de inspiración? #EsteEsMiEstilo#SoyTotalmentePalaciosoy.ph/TwLiberaTuEsti...
@palaciohierroEl Palacio de Hierro
En nuestra campaña, @alexilubocomparte su estilo en algunas frases,¿Cabe el tuyo en un tweet? #EsteEsMiEstilo#SoyTotalmentePalacio
04/07/13 9:46
104 RETWEETS 64 FAVORITES
04/07/13 9:46
104 RETWEETS 64 FAVORITES
@palaciohierroEl Palacio de Hierro
¿Definirías tu estilo en 140 caracteresa cambio de 71 segundos de inspiración? #EsteEsMiEstilo#SoyTotalmentePalaciosoy.ph/TwLiberaTuEsti...
@palaciohierroEl Palacio de Hierro
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En nuestra campaña, @alexilubocomparte su estilo en algunas frases,¿Cabe el tuyo en un tweet? #EsteEsMiEstilo#SoyTotalmentePalacio
04/07/13 9:46
104 RETWEETS 64 FAVORITES
@palaciohierroEl Palacio de Hierro
MILLONESPromoted Trend#EsteEsMiEstilo
impressions
mentions of #EsteEsMiEstilo
new followersas Earned Media
of the Promoted Trend
MAXIMIZE AWARENESS WITH A PROMOTED TREND.
Various Promoted Tweets asociated to the Promoted Trend,reaching an engagement rate of 11.19%
635{ }| |4. 85613 ,6
#01
RESULTS
KEYSTO SUCCESS
+
Promoted Trends featured on the
home page at the top of the Trends
list for 24 hours allow you to get
massive exposure for your business,
brand or product. @palaciohierro used
the Promoted Trend #EsteEsMiEstilo
to generate brand conversation.
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CREATE EXCLUSIVECONTENT
#02
Use the platform to share information
or images (teasers, backstage,
production process) that people can’t
find anywhere else, updating Promoted Tweets
constantly. This captures the interest of your
community and creates the need to check
your Tweets more often.
PARTNER WITH INFLUENCERS WHO CAN
ADD AUTHENTICITY TO YOUR MESSAGE.
#03
These alliances make your corporate
message more human, by adding a
specific face and voice. It is a win-win
situation because both your followers
and theirs can see the Tweets and
engage in the campaign.
#EsteEsMiEstilo Soy Alexi Lubomirski, #SoyTotalmentePalaciogoo.gl/30iVitpic.twitter.com/qlsijfdM8n
26/08/13 12:46
20 RETWEETS 7 FAVORITES
@palaciohierroEl Palacio de Hierro
Libera tu Estilo. Conoce a Alexi Lubomirski en exclusiva #SoyTotalmentePalaciogoo.gl/dapjsCpic.twitter.com/vjKOgUUDsG
16 RETWEETS 12 FAVORITES
@palaciohierroEl Palacio de Hierro
Promoted by El Palacio de Hierro
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www.imscorporate.com
#Twitter4Brands
@IMSCorp
Contact us to learn more about the possibilitiesthat Twitter offers for your business.
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