Forbes, December 2010
#UNeedANewPhone is the second Twitter Promoted Trend I managed as Social Media Specialist for RadioShack. The campaign exceeded expectations and we learned the power of Twitter Promoted Products paired with our strategy.
Personal Contributions: Strategy, content strategy, community management, internal relations, copy writing, vendor (Twitter) relations, Twitter Promoted Product management (launch, keywords, bid/spend, monitor analytics)
We were able to unofficially test whether or not the topic would resonate with consumers by seeding the discussion prior to the Promoted Trend date.
Conversation Drives Conversation
• Impressions exceeded projections by 8%. Drove incremental views.
• Engagement rate of 8.8% bested the average eng rate range of 3 - 8%
• 84K mentions of the term #UNeedANewPhone
• Became #1 organic trending topic on Friday 12/3
• Lance Armstrong launched the Trend with a top-performing Tweet
• 38% increase in RadioShack followers in 12 days.
• Up to 8X the typical amount of @RadioShack mentions
• Substantial in crease in st ore sales on 12/4 and 12/5 due to iPhone & upgrade promos (launched via Twitter)
• 3X increase in visits to the Upgrade Checker on RS.com
• To this day, the 2010 #UNeedANewPhone campaign is mentioned in case studies, professional conferences and received a Forrester Groundswell Award for energizing customers.
• ="color:>• ="color:>Lance Armstrong's Twitter Powers Aid RadioShack"
• To this day, the 2010 #UNeedANewPhone campaign is mentioned in case studies, professional conferences and received a Forrester Groundswell Award for energizing customers.
• ="color:>• ="color:>Lance Armstrong's Twitter Powers Aid RadioShack"
