Encourage a user to Retweet your Tweet to subscribe them for future Tweets or Direct Messages. It’s a great way to gain permission to communicate directly with a user on Twitter in future.
The user organically promotes your original Tweet to their followers when they opt in whilst your brand builds an audience of opted in users prepared to receive future brand messages.
Trigger on a Retweet offers the added benefit of delivering significant earned media uplift to any Twitter campaign.
3. Use Cases
This is one of our most successful mechanics, and can be used for a wide range of use cases including:
- Subscribe to future serialized content
- Opt in to a competition
- Receive a reminder (to watch a show or to tune in to a product launch)
USE CASE EXAMPLES
SuperSport drove viewership during the #Euro16 football tournament by allowing fans to Retweet for game reminders and updates. Mentioning your favourite country meant that fans could also opt to only receive reminders about their own team.
More than 160,000 reminders were sent during the course of the tournament, and had a measured impact on live tune ins to watch the games.
ABSA bank wanted to dominate the budget speech in South Africa in 2016. They used a simple Retweet to Subscribe mechanism, and delivered live updates on the budget speech to subscribed users on the day, lifting their share of voice on the day to 27% (vs. 6% the previous year).
Vodacom took advantage of a simple Retweet mechanism to run a 30 day competition that saw customers unlocking random prizes.
Close to 36,000 Retweets were achieved and Vodacom generated 643% in earned media (vs. a norm on Twitter of 20-40%).
Twitter featured this campaign as a formal case study.