A study of a successful contest campaign on Twitter designed to promote a developing brand in hospitality in social media.

1. 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

2. WWW.EAUPALMBEACH.COM
CONTENTS
1. GENERAL INFORMATION
2. TARGETING CRITERIA
3. PERFORMANCE AND COVERAGE

3. 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.

4. 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.

5. 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]

6. 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)

7. 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

8. 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

9. 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.

10. 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%

11. WWW.EAUPALMBEACH.COM
Retweets by Major Publications