Twitter Marketing Case Study

Discover how Llama Lead Gen developed a robust Twitter strategy that effectively informed and educated vaccine-hesitant audiences about the COVID-19 vaccine in one of the largest digital marketing campaigns in history.

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The original social media message board; Twitter allows marketers to share information quickly and provides a perfect medium to have an open dialogue with audiences. Twitter can also be insanely inexpensive to promote content on, which makes it a great platform for brand awareness and thought leadership level campaigns.

The strategy for Twitter was to humanize the vaccine and remove it from the politicization of right and left mainstream media. Our goal was to put actual human faces and real discussions at the forefront of the discussion in order to create a more genuine connection with our audiences. 

 

Video creative placed millennial and Gen Z couples in the spotlight. Couples from all walks of life, in an intimate setting, having the important conversation of whether or not to take the vaccine. In each instance, one member of the conversation had vaccine hesitancy and their partner/significant other expressed concern for their wellbeing with raw emotions and real words. 

 

A second campaign was developed for Millennial parents/families. Continuing our efforts to humanize the topic of the COVID-19 vaccines, we decided to use video creative that focused on reminding parents what their children's lives were like pre-pandemic and how we can get them back there.

Twitter campaigns

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Phase I

Amazon-promoted co-branded awareness image and video ads targeting highly vaccine hesitant regions.

May - June, 2021

2 Campaigns

2 Ad Groups

21 Ads

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Phase II

Awareness campaigns broadly targeting young adults nationally.

September - November, 2021

2 Campaigns

4 Ad Groups

20 Ads

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Phase III

Awareness campaigns from Phase II optimized and broken out into two language-based campaigns for English and Spanish.

November - December, 2021

2 Campaigns

5 Ad Groups

18 Ads

Overall results

$750,000

budget

51,172,283

impressions

$15.23

CPM

Cost-Per-Thousand Impressions

$0.13

CPV

Cost-Per-View

0.55%

VTR

View-Through Rate

$9.80

CPC

Cost-Per-Click

0.16%

CTR

Click-Through Rate

38,475

Site Visitors

$17.35

Cost Per Site Session

0:18

Session Duration

Campaign highlights 

$0.13

Cost-Per-View

1.7 Pages

Additional Views Per Session

Second lowest across all channels

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Llama Lead Gen was incredibly savvy in managing our campaigns from start to finish. What I find most impressive is their agility, quickness to respond, and the feeling that they were our teammates through and through. The wrap-up reports they provided were exceptional. I'm looking forward to working together with Llama Lead Gen in the future.

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Laurie Keith

VP of Media, Social & Emerging @ Ad Council

Top creatives

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Phase I

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Do It For Me :15

  • Amount Spent - $37,993

  • Impressions - 2,598,160

  • Ad Clicks - 6,177

  • CPC - $6.15

  • CTR - 0.24%

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Phase II

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Loading MultiCultural :60

  • Amount Spent - $99,877

  • Impressions - 4,993,379

  • Ad Clicks - 10,166

  • CPC - $9.82

  • CTR - 0.2%

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Phase III

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Brunch :15

  • Amount Spent - $98,444

  • Impressions - 10,119,485

  • Ad Clicks - 9,929

  • CPC - $9.91

  • CTR - 0.10%

Twitter post click metrics

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38,478 Website Sessions

171,979 All-Platforms Average

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1,184 FAQ Views

4,641 All-Platforms Average

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0:17 Average Session Duration

0:19 All-Platforms Average

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3.1% FAQ Conversion Rate

1.3 % All-Platforms Average

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1.7 Pages Viewed Per Session

1.9 All-Platforms Average

Are you ready to take your Twitter digital marketing campaigns to new heights?

Do you have revenue goals to meet? Launching a new product? 

Do you lack the bandwidth to develop a holistic marketing strategy on your own? 

The Llama Lead Gen team is a team of experienced marketing professionals in everything from lead generation, SEO, marketing automation strategy, and everything in between. Connect with our team and let us help you achieve your marketing goals.

Get an in-depth look at our strategy for Ad Council for each of these channels:

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