Getting brands with television-heavy budgets to buy into social is tough, but Quaker is claiming that a program it ran with Twitter earlier this year effectively extended the reach of a TV spot.
Promoted Tweets were targeted toward social chatter around topics like cooking and food, entertainment, family, home and style at the same time that TV programs aired with Quaker commercials. A series of 10 tweets were targeted based on when a Quaker commercial ran. "We’ve consistently supported our campaigns across all channels, but this was our first foray into this type of targeting with a paid media effort," said Quaker's Alex Holzer, senior director of marketing for North America.
The campaign’s 15.93 percent engagement rate among those who saw the targeted tweets includes replies, retweets, favorites and clicks. A total of 87,306 clicks, 748 retweets, 162 replies and 107 follows were generated from the tweets.
Quaker also claims that the effort’s cost per engagement and cost per click came out to be 16 cents.
CPG brands are a key target for Twitter and others in selling cross-screen social media ads since these marketers are looking to get the most out of already big TV budgets. A Twitter study from last year found that users who engaged with a CPG brand’s Promoted Tweets resulted in a 12 percent average increase in sales lift versus a control group.
"[CPG brands] know they can achieve a certain reach and frequency, and have seen the brand-building impact,” explained Sean O’Neal, president of Adaptly. "But a marketer’s connection with a TV audience can be fleeting—30 seconds, to be exact."