Voya supported the promotion with a Promoted Trend on Twitter, which Glover described as “the biggest social initiative throughout the campaign.” The primary goal was to drive impressions to a Born To Save microsite Voya had built to offload any traffic it drove from Twitter.
One Promoted Trend with the #BornToSave hashtag resulted in 56.5 million impressions within 24 hours, with 2.35 million click-throughs to Voya promoted content. To further drum up engagement with the Twitter Promoted Trend, Voya simultaneously sponsored a paid segment on Good Morning America when it attached its branding to pop news through Twitter Amplify.
The combination of the broadcast amplification in the Twitter stream and the Promoted Trend has resulted in a 20% redemption rate to date for Voya’s $500-stocked mutual fund.
“We wanted the content to deliver a high level of engagement,” said Glover. “In particular, two of our posts featured fill-in-the blank questions that tapped into the emotion of having a baby and outperformed any of the posts we’ve ever run on our social channels.” The most successful of the two resulted in 2,900 comments, 600-plus shares and 36,000 likes on Facebook alone.
Glover said Voya expects to continue its investment in Twitter because of its ability to engage an audience in-the-moment. Twitter Amplify deals are particularly enticing since the brand can “ride along” with partner content that extends beyond its own identified audience target.
“Because conversation about television shows is consistently one of the most active daily topics of discussion on social, Twitter (is our chosen) integration platform,” she added. “We aim for the conversation to continue on social after (TV) segments conclude using a consistent hashtag. This integration keeps users engaged past the on-air segment and reaches the audience across channels.”