#MoneySuperSparklerOrganic social competition

4th November 2016

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What did we do?

Starting at 9.30am on Friday 4th November we gave our followers 5 chances to win £100 in cash, with the final competition tweet going out at 3.30pm.

Twitter users were shown a moving GIF, which displayed a sparkler spelling out a MoneySuperMarket related word. They were asked to answer the tweet, whilst including the #EpicSquads hashtag and also retweeting the competition tweet they were entering.

We received 1,225 entries throughout the day!

And 3,057 mentions of the MSM brand and or hashtag #EPICSquads.

Which was a 1,993% increase in mentions week on week

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Please play this slide…..

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Comparison with past performance

The competition performed really well for us, with a total of 1,225 entries in total. Unfortunately, the hashtag ‘#EpicSquads’ didn’t trend like the ‘#EpicStrut’ hashtag did in our previous competition ‘Where’s Dave’. However, the total number of people who saw our tweets was only slightly lower than ‘Where’s Dave’. With ‘MoneySuperSparkler’ reaching a total of 63,603 people and ‘Where’s Dave’ reaching a total of 66,660.

Twitter advise a benchmark engagement rate of 1-3% for a successful campaign and we received 4% for this competition, with some of the individual tweets reaching 12% which is an amazing result, especially with no trend.

This was the first time we had included the entrants must retweet to ensure their entry was valid. This drove the retweets up significantly, with a total of 1,257 retweets across the competition tweets, as apposed to the highest previous competition only reaching 585 retweets.

The amount of followers gained throughout the day also reached 186, which is one of the highest received from a competition, meaning that tweets we send out following the competition have the potential to reach a further 186 people.  

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Ad Amplification

Although we decided to focus the main competition theme around ‘Bonfire Night’, we still included a heavy ad amplification focus. We encouraged our followers to engage with several MoneySuperMarket buzz words, and introduced Colin’s wife, Donna, to our social media followers. Providing us with a platform ready for the launch of the directors cut, which will be shown on TV on Boxing day.

The decision to focus on a Bonfire night themed competition, enable us to tap into conversation that was naturally happening on Twitter. We then brought in our own brand related elements to keep the competition relevant to MSM, and further build on our ad amplification work. This proved successful with the amount of engagement we received, along with the extremely low amount of negative comments we received that day, (just one comment all day on twitter), which is a huge contrast from a normal day on our social media channels.