C A S E S T U D Y

Unified Powers Brand’s Unique Emoji Campaign And Exceeds KPIs By 35.4%

P A I N P O I N T SC O M PA N Y S N A P S H O T

Before coming to Unified, the Brand was experiencing:

Company Vertical:

Social Spend:

Company Size:

# Business Units:

Number of Social Teams/Agencies:

Number of Line Items:

Auto

$65MM

350,000+ Employees

6

8

2,500+

# Unified Platform Users:

Avg. Daily Time Spent In The Unified Platform:

12

9 minutes

inefficient campaign execution

missed opportunitiesas a result of slow reporting and lack of transparency

into real-time campaign performance.

due to disjointed communication between the brand and agencies involved in the campaign.

The Brand wanted to test Twitter’s new emoji targeting, but couldn’t do so in the native tool.

C A S E S T U DY

T he fast-paced and competitive environment on Twitter made it

imperative that The Brand find a new and interesting way to stay

relevant in valuable conversations. To achieve this, marketers wanted

to test emoji targeting. However, they couldn’t execute the campaign

through the native tools, and needed to ensure they had complete

transparency between the brand and agency teams.

I n addition to testing emoji targeting, marketers wanted to create

awareness for both the brand overall as well as the release of a new car.

The fact that 79.0% of US smartphone owners use emojis gave The Brand the

flexibility to focus on 20 specific emojis, from a grinning smiley face to coffee

cups, and feature them within the creative. Additionally, using personalized

emojis highlighted the Brand’s vision for the car, because it speaks to its

versatility and ability to connect with a myriad of people and emotions.T H E S E T U P

T H E C A M PA I G N

R E S U LT S

13 days 80+ ads

8.8% 35.4%

1 feature

fewer for executives to receive final report with Unified’s Paid

Intelligence than industry average of 2 weeks

managed inreal-time with the Pacing Dashboard

lower CPM than keyword targeting by using the Optimizer

higher view rate than keyword targeting by leveraging the Pacing

Dashboard and Optimizer

of the campaign in a top advertising magazine due to its

innovation and success

The Brand leveraged three features in the Unified Platform to achieve

their goals.

FEATURE(S)

With Partner Connector , all teams

accessed the same campaign data,

eliminated silos, communication

errors, and inconsistent analysis.

GOAL

Eliminate insufficient

campaign execution

and communication

between the brand

and agency teams.

GOAL

Ensure transparency

into real-time

campaign data

to keep on top of

opportunities that

arise during the

course of the flight.

FEATURE(S)

The Pacing Dashboard enabled teams

to view and analyze real-time campaign,

ad account, ad group, and creative data,

for over 80 line items.

Paid Intelligence allowed marketers

to collect results weeks sooner, so

that executives could make important

decisions about social investments

quickly.

Although this campaign couldn’t run through Twitter’s native tool, marketers

leveraged the Unified Platform to ensure all parties were on the same page

and deliver intelligence approximately 2 weeks earlier than average.

T H E I N T E L L I G E N C E

Unified brings clarity and control to social advertising investments. Our data

and intelligence platform collects, connects, and enriches social advertising

data, providing marketers with unprecedented ownership and transparency.

It gives them access to the information and intelligence they need to make

informed decisions about their social investments, reduce risk, and increase

their bottom line. Our team of experts ensures data quality, optimizes

investments, and helps clients succeed on all levels of social advertising—

including enabling them to become experts themselves. Unified has offices

in New York City, Los Angeles, and San Francisco. For more information, visit

www.Unified.com or follow @Unified on Twitter.

CONTACT US

sales@unifi ed.com

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www.unifi ed.com

A B O U T