Lee Mikes ran a series of banner campaigns supporting new products being launched by one of his CPG clients. While the client was launching multiple products, not all of them were being promoted through advertising.

Shortly after launch of the campaign for his client, he began monitoring Twitter for buzz on the products and online campaign. Almost immediately, the tweets started raving about one of the new products that they didn't promote.

Armed with this information, they met with the client and got the green light to run advertising for this new product. The Twitter research worked: The campaign for the new product generated a click-through rate 55% higher than the rest of the campaign. The number of people actually tweeting about the new product was small -- maybe a few hundred. But the number of additional people who followed the new banners was an order of magnitude more.

Twitter has a been a great tool for them to monitor buzz about products or campaigns for their clients. Simply searching a few key terms will expose you to a wealth of tweets that can quickly let you know what the public is thinking. Not scientific, but very helpful.

It's an example of how, more broadly, social networking has taken conversations that previously happened around water coolers and put them online, making them searchable by marketers. What marketers do with that information is up to them.

Read the story here.

0 comments