2 REASONS TO GET EXCITED ABOUT TWITTER

Hi, my name is @esapeltonen, I’m a Creative Strategist @IsobarFinland #hellofinland

3  

BORN 2003

AROUND 20

INTERNATIONALLY 3000

36 MARKETS

PART OF

PEOPLE IN FINLAND  

4  

WE GET OUR KICKS FROM CREATIVE DATA DRIVEN

MULTICHANNEL MARKETING, SOCIAL MEDIA AND

INNOVATIVE TECHNICAL SOLUTIONS.

5  

6  

IT’S A UNIQUELY OPEN SOCIAL MEDIA.

7  

IT’S UNIQUELY CURRENT.

8  

IT’S THE MEDIA FOR INFLUENCING PUBLIC OPINION.

9  

78% OF JOURNALISTS USE SOCIAL MEDIA TO SEARCH FOR BREAKING NEWS, AND TWITTER IS ONE OF THEIR

MOST IMPORTANT TOOLS FOR DOING SO.

(Washington Post)

10  

ON TWITTER WE’RE NOT EQUAL.

Alexander Stubb and Tuomas Enbuske tweeting. (Lehtikuva/Mikko Stig)

11  

12  

APETINA #SOMEKOKKI

2014 +

Case  

13  

©  Isobar  Finland  

TWO TARGETS

INCREASE BRAND PREFERENCE

COMMUNICATE THAT APETINA CAN GIVE A GREAT TWIST TO

ALMOST ANY TYPE OF FOOD.

14  

©  Isobar  Finland  

CASUAL CREATIVE

COOKS

15  

©  Isobar  Finland  

See the case video:

https://vimeo.com/117594122

16  

©  Isobar  Finland  

TWITTER CAMPAIGN

SITE

INSTAGRAM

FACEBOOK

BLOGS

PR

YOUTUBE

DISPLAY RADIO SAMPLING

17  

©  Isobar  Finland  

#SOMEKOKKI CAMPAIGN STATISTICS

12 million

over

Potential impressions on Twitter

137 000 over

Visitors to campaign site exceeded

800 tweets

over

#somekokki hashtag

was used in

18  

©  Isobar  Finland  

GROWTH IN BRAND ATTRIBUTES*

*MillwardBrown  

50 %

Brand top of mind increased

Brand loyalty grew

48 %

Preference increased

13 %

19  

©  Isobar  Finland  

SALES GROWTH

5 %

Apetina market share

grew by

8,5 %

Apetina sales grew in volume 2013 vs. 2014

20  

©  Isobar  Finland  

KEYS TO SUCCESS

ENGAGING BACK STORY

THE RIGHT AMBASSADORS

FREEDOM OF EXPRESSION

21  

#HUAWEITWITTERLIIGA Case  

The Most Talked About New Sport of the Year is Twitter

22  

©  Isobar  Finland  

THREE GOALS

INCREASE AWARENESS

IMPROVE PRICE/QUALITY

IMAGE

LAUNCH THE NEW MATE7 SMARTPHONE

23  

©  Isobar  Finland  

24  

©  Isobar  Finland  

TARGET GROUP INSIGHTS

THEY ACTIVELY FOLLOW OPINION

LEADERS

THEY WANT TO SHOW OFF THEIR

KNOW-HOW

THEY ARE EXTREMELY

COMPETITIVE – THEY LOVE

GAMING

(Source: Dentsu Aegis Network CCS study 2014)

25  

©  Isobar  Finland  

See the case video:

https://vimeo.com/117595393

26  

©  Isobar  Finland  

#HUAWEITWITTERLIIGA IN A NUTSHELL

World’s first fantasy league that lets you create and manage a team of top Twitter influencers in the country.

Create a team from 100 top Twitter influencers

in the country.

Influencers include for example politicians (Alexander Stubb, Jyrki Katainen), musicians

(Petri Nygård, Michael Monroe) and business leaders (Peter Vesterbacka, Pauli Aalto-Setälä, Ville Tolvanen).

27  

©  Isobar  Finland  

#HUAWEITWITTERLIIGA STATISTICS

1500 over

Total tweets

29

TOP 100 influencers that have promoted the game

% 6,2

Potential Twitter

impressions

over

million

+210% over target

28  

©  Isobar  Finland  

ESTIMATED TWITTER FREQUENCY

15,6

29  

©  Isobar  Finland  

#HUAWEITWITTERLIIGA STATISTICS

25 000 over

Visits to the site

70 over

Total time spent with the game

1468

Total people registered

days

+30% over target

+53% over target

30  

©  Isobar  Finland  

BOUGHT MEDIA BUDGET ONLY

15 000 €

31  

©  Isobar  Finland  

32  

©  Isobar  Finland  

Huawei Twitter League on YLE Efter Nio:

https://vimeo.com/120378216

33  

©  Isobar  Finland  

KEYS TO SUCCESS

UNIQUENESS GAMIFICATION ENGAGING THE INFLUENCERS

34  

©  Isobar  Finland  

THREE THINGS TO CONSIDER WHEN USING TWITTER

“UNDERSTAND THE STRUCTURE”

“EMBRACE THE CULTURE”

“LEAVE SOME MEAT ON

THE BONE”

35  

©  Isobar  Finland  

THANK YOU!

@esapeltonen @IsobarFinland #HelloFinland