How Lenovo used real-time Twitter data to break through the noise at CES
decrease in cost per engagement
increase in engagement rate
Each year, the biggest names in tech convene in Las Vegas for the iconic International Consumer Electronics Show (CES). Brands unveil their newest innovations and the three day conference becomes a marketing frenzy where brands struggle to break through all the noise, promote their new technology, and generate attention.
To drive brand awareness and user engagement worldwide — and effectively promote their latest selection of products through promoted content across Facebook, Instagram, Twitter, and LinkedIn — Lenovo needed to:
Precisely target audiences
Create buzz for specific initiatives
Using Sprinklr Social, Lenovo paired the right content to the right audience to drive awareness and user engagement.
Lenovo used Sprinklr to access historical social data, including the Twitter Firehose with unlimited ad hoc searches. With data insights, Lenovo could better target specific audiences based on as much as a five-year history of engagements and queries around specific topics or hashtags. Lenovo could shift their focus to those most likely to respond to promoted content across Facebook, Instagram, Twitter, and LinkedIn.
Sprinklr's refined data set zeroed in on two valuable groups. One was those who engaged the Lenovo Twitter account in the past 120 days. This group yielded the highest engagement rate overall. The second stream targeted users who had retweeted, replied, liked, or commented on the official CES and LenovoCES hashtags over the past few years. Identifying these users helped Lenovo connect with tech media and tap into conversations with other CES partners.
CES is a time to get noticed, so Lenovo used Sprinklr to amplify awareness and excitement over a few specific initiatives.
At its booth, Lenovo showcased a Star Wars Jedi game they built in partnership with Disney. The goal was to promote the Mirage AR headset. Lenovo used Twitter Firehose data through the Sprinklr platform to target Star Wars fans specifically and draw them to the technology.
But that wasn’t the only big initiative they wanted to showcase. Female executives at Lenovo partnered with NAF Career Academy, a national network of education and business leaders, to present career advice and inspiration to women. Lenovo sought to maximize the audience for the panel, so they used Sprinklr to identify those users who engaged directly with the #STEM partnership in the past year. Lenovo then invited them to watch and engage.
Lenovo had a successful CES, widened their brand awareness in a competitive marketplace, deepened customer engagement, and did it all efficiently.
The audiences identified by Sprinklr through Twitter Firehose data generated 73% less cost per engagement (CPE) and increased engagement rates by 6.5X.
Whereas traditional keyword and handle targeting resulted in 4% and 27% of total engagements respectively, Firehose targeting resulted in 44% of total engagements. Sprinklr's access and refinement of Twitter Firehose data allowed Lenovo to achieve higher engagement rates at less cost — despite the busy advertising period for tech businesses.
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