174 Case Studies
Case Study: Border Biscuits achieves 5x higher peak engagement rate with Twitter
A Twitter Case Study
Biscuit manufacturer encourages audience participation
Border Biscuits is a Scottish biscuit maker producing over 30 classic varieties. Working with Lane Media Agency and PR partner Talking Canvas, they ran a social campaign aimed at increasing engagement and getting people talking about the brand, targeting women across the UK with location, keyword and follower-based targeting.
They encouraged quick interaction with Twitter polls, used trending hashtags and seasonal posts (Valentine’s, Mother’s Day, Christmas) to join timely conversations, and actively responded to fans. The approach drove major interaction — polls generated 19,599 votes and the campaign achieved a peak engagement rate five times higher than the industry benchmark.
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