This is a sponsored case study submitted by digital agency Gozoop, illustrating the Twitter engagement brought about for international money transfer brand, Xpress Money, on the occasion of Independence Day.
Xpress Money is a global money transfer brand with a thriving presence in more than 150 countries in 5 continents across 170,000 agent locations across the world. Working towards the goal of Bringing Home Closer to millions of migrants residing away from their homes, Xpress Money has come to be known as the most dependable international money transfer brand. Xpress Money provides its customers a simple, fast & safe way to transfer money anywhere in the world through innovative technology, superior customer service and its extensive worldwide network. For more information, follow us on Facebook, Twitter.
At Gozoop, we’re a team of 80+ young people who simply love to do what we do! While we’re at work, we’re passionately, insanely & crazily in love with everything that we do. We are an innovation driven bunch of people that create wonders for our clients. We feel exceptionally special about Social Media Marketing & Management, Online PR, Website Designing & Development, Mobile Development, Online Reputation Management, Search Engine Optimization, Fan Acquisitions and lots more.
The objective was to optimise the Independence Day fervor on Twitter and engage with Twitteratis talking about Independence Day. The participating audience was expected to be primarily Indians and Pakistanis and we decided to interact with them by asking them a simple question i.e. ‘what do you need freedom from’?
We asked our followers to ‘Send in a wacky tweet, and include #IWantFreedomFrom’.
— Xpress Money (@Xpress_Money) August 14, 2013
#IWantFreedomFrom the roads littered with garbage all over. Now that’s what we call a responsible freedom seeker!
— Xpress Money (@Xpress_Money) August 15, 2013
The question we faced before launching this activity on the occasion of India – Pakistan Independence Day was if this activity would end up attracting a chain of negative comments, and a platform for users’ to vent out their communal, political or religious sentiments. The brand was clear in their objective to launch this activity on a light note and to keep it open to a global audience and not limit to any particular community.
We let them be who they are, and did not put any restrictions on the type of participation. However, we tweeted as well as encouraged several positive, thought provoking / inspirational and witty responses, to keep the happiness quotient high.
At the same time, we kept a hawk’s eye monitoring any kind of negative tweets to ensure no arguments or full blown negative conversations between users’ arises. How we did it was – we decided not to encourage or interact with such tweets, unless we saw a negative chain reaction rising.
1. Tweet interesting sample tweets to guide followers and encourage them to come up with witty tweets.
2. Identify influencers and reach out to them.
1. Over 2700 tweets.
2. Received a total of 372 Entries.
3. Estimated reach is around 3.09 million.
1. It is important to use a hashtag that is simple and which users can relate to.
2. Framing a positive activity leads to 90% positive response.
3. The Indian audience is definitely the most engaging.
4. If the hashtag is interesting, it need not be always rewarded. It means that it is not always necessary to incentivize an activity and label it as a contest in order to get high participation /engagement. It is important to believe in your followers to have a conversation with them.