El Palacio de Hierro moves its lifestyle “Totalmente Palacio” to Twitter
Mexico
With the campaign “Este es mi estilo”, the brand managed to involve its followers in the spreading of its corporate message.
The Brand
El Palacio de Hierro belongs to Group BAL and is a trendsetter in Mexico through its 12 Almacenes (department stores), two Casa Palacio (home and design) and three Boutique Palacio (fashion boutiques). El Palacio de Hierro has interpreted the Mexican culture to create a lifestyle that is “Completely Palacio”.
El Palacio de Hierro was one of the first brands using social networks in Mexico. Since the creation of the account @palaciohierro in November, 2012, it has implemented an always-on presence on the platform, creating content exclusively for the Twitter community, publicizing catalogues, events and promotions as well as doing customer service. A dedicated team manages the account and works to maintain the brand’s identity in every Tweet.
Challenge
The brand wanted to build brand awareness on Twitter in order to grow followers, generate engagement and amplify to reach of its message.
Solution
@palaciohierro hosted a series of high profile events throughout the year. In 2013, the brand launched an institutional campaign called “Este es mi estilo” (This is my style) with Twitter as the main communication channel.
To maximize awareness, @palaciohierro used a Promoted Trend: #EsteEsMiEstilo (#ThisIsMyStyle), a phrase specifically related to the El Palacio de Hierro brand. It also used 14 Promoted Tweets, each one featuring content directly aligned with the campaign message. These Tweets encouraged users to participate with an explicit call to action: “¿Cabe tu estilo en un tweet?” (Does your style fit in a Tweet?) and other similar messages.
Results
13.6 M
Promoted Trend #EsteEsMiEstilo impressions
4.856
Mentions of #EsteEsMiEstilo
635
New followers as earn media of the Promoted Trend
Various Promoted Tweets associated to the Promoted Trend, reaching an engagement rate of 11.19%
Key to Success
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1
MAXIMIZE AWARENESS WITH A PROMOTED TREND
Promoted Trends featured on the home page at the top of the Trends list for 24 hours allow you to get massive exposure for your business, brand or product. @palaciohierro used the Promoted Trend #EsteEsMiEstilo to generate brand conversation.
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2
CREATE EXCLUSIVE CONTENT
Use the platform to share information or images (teasers, backstage, production process) that people can’t find anywhere else, updating Promoted Tweets constantly. This captures the interest of your community and creates the need to check your Tweets more often.
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3
PARTNER WITH INFLUENCERS WHO CAN ADD AUTHENTICITY TO YOUR MESSAGE
These alliances make your corporate message more human, by adding a specific face and voice. It is a win-win situation because both your followers and theirs can see the Tweets and engage in the campaign.
Testimonials
“Twitter is essential for our online media mix. The possibility of interaction and direct contact with our customers allows us to engage in daily conversations and expand the reach of our traditional campaigns.”
Carlos Silis
Subdirector de Marketing Digital El Palacio de Hierro.
