TWITTER RETWEET CONTEST Case Study Period: February 9, 2014 - February 28, 2014

Date: 3.02.2014

Created by: Sergey Gusarov Digital Marketing Manager Eau Palm Beach Resort & Spa 100 South Ocean Blvd. Manalapan, FL. 33462 Phone +1 561.540.4946 linkedin.com/in/svgusarov

WWW.EAUPALMBEACH.COM

CONTENTS

1. GENERAL INFORMATION 2. TARGETING CRITERIA 3. PERFORMANCE AND COVERAGE

WWW.EAUPALMBEACH.COM

GENERAL INFORMATION

About The Company:

Eau Palm Beach Resort & Spa (formerly Ritz-Carlton) is an exclusive Five-Diamond

Luxury Resort located directly on the Atlantic Coast of Florida.

Sitting on seven acres of oceanfront beach, the property boasts 309 elegant guestrooms

and suites all with over-sized balconies or terraces. The award winning Eau Spa is 42,000

sq.ft. of pure indulgence. Other resort amenities include four distinct restaurants and

lounges, tennis courts, ocean cabanas and aquatic sports desk.

WWW.EAUPALMBEACH.COM

Objectives:

As a developing brand, Eau Palm Beach Resort & Spa wanted to reach out to potential

clientele in order to:

generate brand awareness,

support their efforts in print media,

create multiple touch points with the brand.

The company chose Twitter as the most cost effective delivery platform, utilizing the

network’s growing popularity and newly introduced advertising functionality.

Using the company’s Twitter account the marketing team set up

Period: February 9, 2014 - February 28, 2014

The main goal of the campaign was to make users spread

the message by re-tweeting it among their followers thus

generating awareness and producing higher acceptance

of the brand.

WWW.EAUPALMBEACH.COM

Campaign Mechanics: The company launched a Twiter “Retweet to Win” contest asking Twitter users to share

and retweet the message in order to win the prize.

Message:

RT to WIN 2-nights @EauPalmBeach Resort with $250 Spa Gift! [image] [link] [hashtags] Retweet to WIN 2-nights @EauPalmBeach Resort with $250 Spa Gift! [image] [link] [hashtags]

WWW.EAUPALMBEACH.COM

TARGETING

The campaign was aimed at affluent consumers living in the North East area.

Gender: Women

Age: 35-55 year old

Family status: Married

Location: North East , US

Household Annual Income: $125.000 +

In order to reach the targeted audience on Twitter the marketing team employed

several tactics utilizing various targeting criteria.

1. After researching the market, they established 74 zip codes for affluent

communities in the targeted market areas.

2. Within the set parameters (based on location/ zip codes) Twitter users have

been targeted using several additional criteria that included:

• Users’ interests,

• Luxury and travel publications they are following,

• Favorite TV shows (based on the study of the most popular shows

among the affluent audience)

WWW.EAUPALMBEACH.COM

Campaign 1: Magazines 1. Locations: North East, US (74 locations - most affluent zip codes) 2. Followers of the following publications:

NY Times Trave

l@nytimestravel

Wall Street Journal

@WSJ

Luxury Link

@LuxuryLink

The New Yorker

@NewYorker

Travel + Leisure

@TravlandLeisure

MR PORTER

@MRPORTERLIVE

Boston Common Mag

@bostoncommag

TripAdvisor

@TripAdvisor

Luxury News

@Luxuo

JustLuxe

@JustLuxe

DOLCE VITA MAGAZINE

@DolceMag

Yachting Magazine

@YachtingMag

Upscale Living Mag

@UpscaleLivingMG

New York Magazine

@NYMag

Robb Report

@RobbReport

Haute Living

@HauteLivingMag

Elite Traveler

@elite_traveler

Departures Magazine

@DeparturesMag

PB Illustrated

@pbillustrated

Billionaire Magazine

WWW.EAUPALMBEACH.COM

Campaign 2: Interests 1. Locations: North East, US (74 locations - most affluent zip codes) 2. Target users interested in:

• Travel

• Honeymoons and getaways

• Hotels

• Luxury travel

Campaign 3: TV Shows 1. Locations: North East, US (74 locations - most affluent zip codes) 2. Target users interested in: Shows (based on audience research) How I Met Your Mother Parks and Recreation New Girl 60 Minutes PGA Tour Golf E! News The Amazing Race The Good Wife NHL Hockey ABC World News Now ABC World News With Diane Sawyer Modern Family NBC Nightly News Parenthood World Business Today ABC World News With David Muir

European PGA Tour Golf Golf Central Golf Central Special Revenge FOX Business Special Report Golf The Mindy Project Nashville The Goldbergs Trophy Wife The Michael J. Fox Show Super Fun Night News CNN Special BBC World News Tennis

WWW.EAUPALMBEACH.COM

PERFORMANCE AND COVERAGE

In just three weeks, the campaign produced exceptional results with several major

publications including Boston Common Mag, Gotham Magazine, and Wedding Style

Magazine as well as prominent Twitter users and travel writers re-tweeting the message

and following the company’s Twitter account.

The company’s Twitter account’s follower number almost doubled, increasing by 84%.

Twitter

Total Retweets: 627

Impressions (Paid via Ads): 105+ K Estimated Reach (Organic via Retweets): 275+ K

Total: 380+ K

Paid : Earned Media Ratio: 1 : 2.62

With total number of impressions in excess of 380,000,

the campaign reached 1 : 2.62 ratio on Paid / Earned media on

Twitter with $ 2.62 in free advertisement on every dollar spent.

WWW.EAUPALMBEACH.COM

Facebook

Impressions (Paid): 68+ K

Clicks: 1.6 + K Likes, Comments, Shares: 360 Estimated Reach: 36+ K Total: 104+ K Paid : Earned Media Ratio: 1.88 : 1

Total

Estimated Reach: 484+ K

Paid : Earned Media Ratio: 1 : 1.48

Devices:

Mobile 264

Tablet 27

Desktop 88

Twitter Followers Increase: + 84%

WWW.EAUPALMBEACH.COM

Retweets by Major Publications