Case Study: Gumtree achieves 32 million organic impressions and 25% lower cost-per-website-click with Brandwatch Analytics

Using social intelligence to add value to TV sponsorship

Gumtree, the UK’s leading classifieds site and sponsor of 2015’s Celebrity Big Brother (avg. audience 3.09M), set out to shift brand perception and engage a young, socially active audience who were discussing the show heavily across Twitter, Facebook and Vine. The challenge was to capture and join the nonstop, real-time conversation around the programme—especially during nightly broadcasts—to turn social chatter into meaningful brand interactions.

myclever™ Agency used Brandwatch social intelligence and minute-by-minute monitoring to live‑tweet, produce data-driven micro-content and infographics, and mobilise influencers and press (including furnishing the Big Brother house and selling items for charity). The campaign delivered 32 million organic Twitter impressions from 3,000 tweets, drove 15,000 competition entries, generated 80,000 referrals to Gumtree, and achieved an average cost‑per‑click 25% below the industry standard.

Gumtree

Sam Diamond

Head of Brand