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Toyota’s Social Media Campaigns

It’s no secret that the AA market is most active and engaged on Twitter around AA-centered pop culture events and awards shows. Armed with this insight in mind, Toyota Showcase interacted with viewers through a live tweet session during the Soul Train Awards. The live tweet session complemented Toyota’s Camry built-in media sponsorship. Live tweeting was a great way to connect with followers in real time while conveying to them that Toyota Showcase is plugged into what’s fresh and current, which resulted in:

Key Milestones: Live Tweeting Drives Engagement

72 Retweets 42 Replies 171

Favorites

12% Twitter Handle Growth

6.29% Engageme

nt Rate

765K Impressio

ns

In support of Toyota’s built-in Camry sponsorship for Lifetime’s Whitney Houston Biopic, Toyota Showcase hosted a Twitter takeover with pop-culture blogger Awesomely Luvvie to invite viewers to a custom digital experience of witty social commentary and engaging, exclusive content. Overall, the Twitter Takeover increased Toyota Showcase’s visibility among the AA market on Twitter, casted a wider net among a new network, and evoked flavor into the Twitter handle, which resulted in:

Key Milestones: Twitter Takeovers Boost Twitter Handle Growth

759 Retweets

136 Replies

1,211 Favorites

2.3% Engageme

nt Rate

40% Twitter Handle Growth

1.2M Impressio

ns

A thematic play off of Corolla’s #MakeYourMark commercial spot, Digital OOH infused art and Twitter for activations at this year’s SXSW in Austin and last year’s Art Basel in Miami. With the Corolla art installation as the focal point, guests either at the event or at home could tweet #MakeYourMark to fire off a gust of paint onto a white canvass positioned behind the Corolla. It was Twitter-generated art for the first time ever, which resulted in:

Key Milestones: Twitter-Fueled Art for The First Time Ever

204 Retweets 42 Replies 986

Favorites

2.0% Engageme

nt Rate

29% Twitter Handle Growth

7.4M Impression

s

Walgreens’ Social Media Campaigns

©2013 Walgreen Co. All rights reserved. 7

11 Number of Posts 512,480 People Reached 1.5 % Engagement Rate 4,839 Likes 911 Comments 463 Shares 890,580 Impressions

Valentine’s Day Campaign (Organic)

©2013 Walgreen Co. All rights reserved. 8

387,968 People Reached Reach Breakdown:

13,184 Organic

374,784 Paid 1.0% Engagement Rate 5,483 Likes 107 Comments 68 Shares 434,447 Impressions Impressions Breakdown:

22,416 Organic

412,031 Paid

2,267 Post Clicks

Father’s Day Campaign (Paid)

©2013 Walgreen Co. All rights reserved. 9

319,872 People Reached Reach Breakdown:

9,472 Organic

310,400 Paid 0.7% Engagement Rate 5,801 Likes 50 Comments 34 Shares 356,929 Impressions Impressions Breakdown:

8,024 Organic

341,550 Paid 1,417 Post Clicks

Father’s Day Campaign (Paid)

©2013 Walgreen Co. All rights reserved. 10

484,352 People Reached Reach Breakdown:

8,192 Organic

476,160 Paid 0.6% Engagement Rate 5,727 Likes 108 Comments 215 Shares 533,843 Impressions Impressions Breakdown:

19,495 Organic

514,348 Paid 1,983 Post Clicks

Father’s Day Campaign (Paid)

©2013 Walgreen Co. All rights reserved. 11

1,230,848 People Reached Reach Breakdown:

28,160 Organic

1,202,688 Paid 0.6% Engagement Rate 19,234 Likes 201 Comments 677 Shares 1,293,248 Impressions Impressions Breakdown:

46,246 Organic

12,47002 Paid 5,007 Post Clicks

Father’s Day Campaign (Paid)

©2013 Walgreen Co. All rights reserved. 12

145,792 People Reached Reach Breakdown:

142,843 Organic

2,949 Paid 1.7% Engagement Rate 75,859 Likes 315 Comments 15,003 Shares 234,571 Impressions Impressions Breakdown:

231,622 Organic

2,949 Paid 858 Photo Clicks

Mother’s Day Post (Paid)

©2013 Walgreen Co. All rights reserved. 13

254,976 People Reached Reach Breakdown:

157,056 Organic

97,920 Paid 2.2% Engagement Rate 1,265 Likes 108 Comments 794 Shares 414,512 Impressions Impressions Breakdown:

268,974 Organic

145,538 Paid 8,159 Post Clicks

Wonder Product Campaign, Coconut Oil (Paid)

©2013 Walgreen Co. All rights reserved. 14

Wonder Product Pinterest Coconut Oil

EFFEN Vodka’s Social Media Campaigns

Anna Hovet’s Video Facebook Post

The Campaign:

Anna Hovet was one of the selected, featured fashion designers a part of EFFEN’s Art of Design Series. I interviewed Hovet at her studio, assisted in the creative direction of the video shoot, and monitored and engaged fans after posting the video.

STATS:

Likes: 2,066Comments: 315Shares: 94

Weekly Cocktail Recipe Facebook Posts

The Campaign:

I implemented weekly cocktail recipe posts, either on Friday or Saturday, into thesocial media calendar as a way to call fansto action on behalf of the brand but also toremind them of EFFEN’s assortment of cocktail recipes to try out during theirweekend.

STATS:

Likes: 518Comments: 15Shares: 35

Thank You!