Advanced targeting and organic interactions increase fan engagement
Skybound Media, the company behind the comic The Walking Dead, wanted to engage their rabid fan base on Twitter in a more organic way. Over the next few months, @TheWalkingDead sent over 4,000 highly targeted direct messages, all designed to activate their most valuable fans with specific CTA’s.
Goals
- Fan activation
- Increase site traffic
- Merchandise 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.
Targeted followers talking about Comic-Con and hashtag #SDCC2016.
Generated over 6M potential impressions
Overall Campaign
- 4,139
Total Direct Messages - 2,389
Total Conversions - 57.7%
Overall Conversion rating - 169.32 M
Total potential impressions - 72%
Conversion - 915
Direct messages - 663
Conversions