Snack food company Teman Nabati reached new audiences with a followers campaign on Twitter. This case study looks at how the Indonesian brand beat its follower growth goals by 42%.
Jalan-jalan bareng orang terkasih, malam minggu gini enaknya jajan Nabati ;) pic.twitter.com/FdGW4riI5Z
— Teman Nabati (@TemanNabati) December 5, 2015
Case study summary
• Children’s biscuit brand turns to Twitter to reach younger demographic
• To keep people focused on following, they removed distractions (photos or hashtags) in tweets.
• A/B testing showed which tweets worked best for their goals with new targeting each week.
• Indonesian brand beat its follower growth goals by 42%.
The challenge
Teman Nabati is known as a popular snack food for children, famous for their biscuits and crackers. The Teman Nabati team wanted to extend their reach to other demographics and increase brand awareness among young working professionals.
To help Teman Nabati become the go-to snack for adults, their marketing team decided to run a followers campaign with Twitter Ads.
The solution
Teman Nabati partnered with Klix Digital agency (@KlixDigital) to create their Twitter Ads campaign.
The Teman Nabati team used straightforward messaging in their Tweet copy to attract the right audience. To keep people focused on following, they removed distractions and did not include photos or hashtags in their followers campaign Tweets.
Teman Nabati Tweeted: “Follow our account, Nabati, the snack to go with coffee and follow our monthly quiz to win exciting gifts from us!” By keeping the messaging focused and explaining what the user would gain by following, they were able to maximize their campaign results.
Through A/B testing Tweet copy and monitoring Twitter analytics, the Teman Nabati team was able to understand which Tweets and targeting worked best for their goals. They focused on optimization by updating Tweet copy and testing new interest targeting each week.
The results
Cindy Irene, Community Manager, Klix Digital, said: "Twitter Ads has helped us gain 10,000+ engaged followers that are interested in our products. Through optimizing our campaigns, we managed to drive down costs while creating a community of brand advocates."
