Success Case: Clight on Twitter
The campaign #ViajáConVos launched in Argentina by @ClightAR generated +100K clicks on the link, + 280K interactions, and a significant impact on awareness and communication metrics.
Clight was the first brand in the market that pioneered the concept of sugar-free powdered drinks. Since its launch, Clight has positioned itself as a product with true fruit flavor. The product covers two categories: regular Clight with 13 flavors, and Clight Stevia with 3 flavors. In 2007, the brand positioned itself as the leader on the diet powder beverage category in Argentina.
The objective of the campaign #ViajáConVos was to difuse the new promotion and generate awareness and engagement.
To create this campaign, Clight started from an increasing global trend: “there is an increase percentage of women who travel alone to enjoy the pleasure of traveling to their ideal place and experience a unique moment”
Through this campaign, the brand sought to reach young women who participate in the contest to win a trip by uploading the promo codes on the packs.
To impact users, they used the exclusive segmentation offered by Twitter, reaching women between 18 and 49 years of age who share the same interest: traveling.
The campaign had two audience segments:
- The first one based on the campaign on Twitter and on TV in order to amplify the PNTs run in two local TV Shows: ShowMatch and Las Estrellas. In the latter, the impact of brand awareness was superior due to the good match between the brand’s target audience and the fiction audience.
- In Addition, they created a segmentation based on travel in general with the objective of redirecting Twitter users to the registration page of the promotion.
The contest was to visit the Clight website, fill the form with the requested contact info and enter all the alphanumeric digits of the lot after the letter L that were in the bottom to participate for a trip.
@ClightAR made different creatives aligned to the timing of each TV show to reach the target audience through the following formats:
Through an attractive CTA, @ClightAR redirected users to the website www.clight.com.ar, and invited them to register and participate in the contest.
The brand generated different tweets using the hashtag #ViajáConVos during the boradcasting of the TV Shows.
AUDIENCE REACH 4.8M
CLICKS ON THE ENLACE
The campaign surpassed Clight’s goals among the exposed group and campaign engagers.
The brand used the most strategic formats offered by the platform in order to generate brand awareness and engagement.
COMPLEMENTARY TO TV SPOT
@ClightAr chose Twitter to amplify its messages and communications advertised on television achieving a higher participation during the shows.
@ClightAR connected with its target audience through Twitter’s own segmentation capabilities (women between 18 to 49 years of age, and the TV Shows audience)
Clight managed to generate a relevant campaign for its audience by creating different creativities through which the campaign transmitted an original and innovative message.