Long story short. Fans love taking to Twitter to talk about how Blue POWERADE is some magical elixir that can:
1. Cure a hangover
2. Bring you back from the dead
3. Broker world peace
Well, maybe not that last one. But they do swear by it. There was only one problem. These self-prescribed Blue fans have been roaming the Twittersphere like a flock without a shepherd. The chatter was already there. We just had to give them a home field.
This community is most active on Twitter, so we focused 100% of our efforts there with a few platform-specific features. To kick things off, we created a Twitter hashflag featuring a Blue POWERADE bottle emoji anytime a user hashtagged #BluePOWERADE. Simultaneously, we rolled that out by using the Conversation card feature that included a Blue POWERADE meme, a pre-populated CTA to tweet about Blue POWERADE, and a pre-populated Tweet to share about their love for Blue POWERADE. Have we said Blue POWERADE enough times? Well, we made a Twitter poll for that too. We put some paid media behind the Conversation cards and some memes in addition to retweeting our favorite mentions of Blue POWERADE and pinning them to the top of our feed.
Capturing the super fans' of POWERADE was rewarded with engagement and brand love across the Brand. POWERADE Blue conversation increased the brand's visibility and drove stronger positive sentiment and brand at 211 million impressions (19.2M unique reach). In terms of measurement, this conversation became one of the strongest campaigns to date driving over 2.5 million engagements as fans shared likes (261k) and retweets (28.4k). This engagement metric accounted for 98% of the yearly impressions for POWERADE signifying a strong and tactical campaign delivered on all accounts from the POWERADE team.
