- As the largest and fastest growing social polling and opinion platform amongst millennials and Gen Z, The Tylt specializes in crafting creative and topical editorial polls our audiences care about and can vote on in real-time. In addition to curating editorial content that falls in line with our polling categories -- entertainment, culture, politics, and sports -- our team works with brands to increase organic engagement and raise awareness about specific products and campaigns. For this particular campaign, our Editor-at-Large thoroughly researched the top food brands in the U.S. who have the strongest social media presence. After identifying the top brands with the top social media personalities, our editorial team crafted a Twitter bracket face-off between Wendy's, Chipotle, Denny's, Steak-Umm, MoonPie, Totino's, Hamburger Helper and Chex Mix by asking the question, "which brand has the best twitter?" Millennial and Gen Z audiences voted via Twitter, Facebook and on The Tylt homepage for their favorite food brand over a period of 41 days.
- We established three specific goals for the campaign: collect 5,000 total votes and 200,000 impressions (final result was 1.4 million votes & 18 million total potential Twitter impressions including accounts that joined in the conversation), tap into conversations food brands and fans were already having to measure brand sentiment and crown the favorite Twitter Brand, and raise awareness about the unique way we collect millennial/Gen Z opinion and the our ability to increase organic engagement for brands on social media and deliver impressive results in real-time.
- In an effort to increase organic engagement across Facebook, Twitter, and our voting homepage for top food brands, our Editor-at-Large curated a Twitter bracket between the top brands after conducting research into the brands with the most successful online social media communities. We also asked our audience on Instagram to help us narrow down four brands to our final two brand spots that we included in the bracket with Instagram story polls. Once we finalized all eight brands we faced them off in our bracket and Millennials and Gen Z audiences voted on the top brands-- Wendy's, Chipotle, Denny's, Steak-Umm, MoonPie, Totino's, Hamburger Helper and Chex Mix -- over a period of 41 days. Votes were collected by The Tylt's proprietary software across The Tylt homepage, Facebook and Twitter via trackable hashtags' post engagements.
- When two brands faced off with one another on social media, audiences began to show their support for their favorite brands sharing their vote with their social audiences. Brands were also actively engaging in the competition by sharing posts or using the specific hashtags our team curated in new posts for this campaign. For example, hashtags included #TeamSteakumm, #TeamHamburgerHelper, #TeamChexMix, and more. When two brands were pitted against each other in this bracket, the highest number of votes led to one brand to move on to the next bracket, in an effort to win the final competition.
- This strategy is unique because most brands do not have the resources to tap into millennial and Gen Z opinion in real-time and create organic engagement across multiple social media platforms and generate successful results. Another factor that makes this campaign stand out is the way in which it was carefully curated. The poll asked win-win questions for each brand involved in the campaign. By focusing on which brand had the most successful social media presence, no brands were specifically targeted in a negative fashion. As a result, every brand, regardless of winning the overall competition, was able to increase engagement with millennial and Gen Z audiences. Unlike typical polling tools available on social media, our team was able to tap into millennial and Gen Z opinion in real-time with the percentages updated on TheTylt.com and data visualizations constantly with every new vote. The food brands and our audience could see where they stand in the competition at any time to encourage more engagement.
- By curating a campaign in a manner that appeals to both millennial and Gen Z audiences, by the use of specific hashtags and promoting engagement on multiple social media channels, our team was able to generate awareness for each brand involved as well as our own brand. This type of research is unique to The Tylt, and results in more accurate, organic responses from millenial and Gen Z consumers.
This campaign was one of the most successful examples of brand polling our team conducted via social media. Six of the eight brands in the Twitter voting bracket -- Wendy's, Denny's, Steak-umm, Totino's, Moonpie and Chex Mix -- actively engaged with our company via social media by publishing posts about the polling competition. In addition to the eight brands in the bracket we saw other food brands fight it out on Twitter wishing they were included with amazing conversations by Insomnia Cookies, Checkers, Potbelly, Pluckers, Capri Sun, Pop Tarts and more! After the competition closed, the campaign received a total of 1.4 million votes. We increased our tweet impressions by 4X more than the usual tweet impressions -- from 1944 to 7228 tweet impressions. Additionally, across our social media accounts and the participating brand accounts, over 18 million tweet impressions were collected and 281,000 tweet impressions from our account that were related to the Twitter bracket. By raising awareness of each food brand involved and highlighting the success of our unique tactics in increasing engagement with millennial/Gen Z audiences in real-time, we surpassed our campaign goals.
