Tweeting our way into the hearts of tweeple, with #EvergreenLove – Sahara Star

Valentine’s Day witnesses a rush of brands clamoring over each other for attention. Either holding contests or offering one deal or another.How does a hospitality brand stand out? That too, a 5 Star Hotel - Sahara Star.

Business Challenge

We decided to stand out from the crowd, using that which is closest to romance and love; Poetry.

• With the aid of our in-house romantics we started tweeting short poems, romantic quotes or lines from movies and books that influential people on Twitter would connect with. All accompanied with the #EvergreenLove hashtag.

• The same was done on the Facebook page using share-worthy creatives in posts, that also contained links to the Hotel’s various Valentine’s Day specials. These posts were targeted especially towards couples in a serious relationship or those who were newly engaged, thanks to Facebook’s Ad targeting features.

Our solution

Poetry

“When words fail your heartsay it with a rose

it says what you want towithout poetry or prose”

Conversations Using Real-Time Poetry

“Love isWhen two souls conspire together

and make endless poetry”

Original romantic quotes

“The secret to a perfect love, known by very few, is the joy of a

hearty meal, shared often by two”

Content vis-à-vis Promotions

Audience Targeting

We ensured that our messages were reaching the audience most relevant to the promotions.

We reached out to specifically;• Newly engaged couples• People in serious relationships

Audience Targeting

#EvergreenLove

Sales Offer

Generating Leads

Involving Influencers

Targeting a relevant audience

Branding

Using a multi-pronged approach, we ensured that our messages reached a highly relevant, targeted audience with engaging, interesting content.

Multi-pronged Approach

The Results

Numbers and Statistics

112,000 Reach576 links clicked

159,543 timeline

deliveries

87% of #EvergreenLove

tweets were from conversations

Focus on Female Audience

By using the unconventional medium of poetry, combined with relevant content marketing, we reached out to a prime group of influencers in a memorable way, strengthening the Sahara Star brand.

The percentage of the female audience interacting with the posts also increased to 40% from the usual 25-28% in the 25-34 age bracket.

Focus on Influencers

By using the unconventional medium of poetry, combined with relevant content marketing, we reached out to a prime group of influencers in a memorable way, strengthening the Sahara Star brand.