Monopolizing a Rabid Fanbase
Advanced targeting and organic interactions increase fan engagement
Skybound Media, the company behind the comic The Walking Dead, wanted to enlist its rabid fan base to promote the company’s apocalyptic Monopoly collab on Twitter in an organic way. Over the next few months, @TheWalkingDead sent over 4,000 highly targeted and personalized direct messages, activating the most influential Walking Dead fans with specific CTA’s.
The Goals
-
01Fan activation
-
02Increase site traffic
-
03Merchandise sales
Highlight Initiative
When Skybound was ready to release The Walking Dead merchandise from their successful 2016 San Diego Comic-Con, they wanted to increase organic word of mouth on Twitter.
We targeted followers talking about Comic-Con and hashtag #SDCC2016 which generated over six million potential impressions.
The Results
-
4k+
Total Direct Messages
-
2.4k
Total Conversions
-
58%
Overall Conversion rating
-
169m
Total potential impressions
-
72%
Conversion rate
-
915
Direct messages
-
663
Conversions