This major cruise line partnered with Kinetic Social to help with lead generation. Campaign goals included generating email addresses, raising awareness of its hottest cruise deal and increase brand presence on Twitter.

Kinetic Social leveraged Promoted Lead Generation Card Tweets for paid media running throughout Q4 2013. The campaign aimed to get Twitter users to sign up to receive more information on the cruise line’s hottest deals via email.

The Kinetic Social team used its proprietary Multi-Variate Testing (MVT) tool to micro-segment audiences and multiple creative combinations to drive leads at a cost efficient price. Key findings include:

Rotating Tweets and Lead Generation Cards frequently ensured that lead volumes did not dip throughout the course of the campaign. Prior experience told us the importance of keeping messaging fresh to avoid tweet fatigue.

Testing Interest, Handle, and Keyword targeting, we found Handle targeting drove the most leads. Within those handles we constantly refined the targets to significantly reduce the cost per lead.

Mobile and Desktop comparisons demonstrated that most conversions came through mobile devices.

Over this three-month campaign, Kinetic drove leads at a cost per lead that was less than half the advertiser’s goal rate.

Leads paced evenly throughout the campaign.

MVT tool Found a significant number of handles with CPL 85+% lower than the advertiser’s goal.

Beyond the campaign goals, the brand realized over a 12% increase in followers during the campaign, largely driven by this paid media campaign.

Overview

The Kinetic Social Approach

Results

Goals

Twitter Promoted Lead Gen Card Tweets

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