Monopolizing a Rabid Fanbase
Advanced targeting and organic interactions increase fan engagement
Skybound Media, the company behind the comic The Walking Dead, wanted to engage their rabid fan base on Twitter in a more organic way. Over the next few months, @TheWalkingDead sent over 4,000 highly targeted direct messages, all designed to activate their most valuable fans with specific CTA’s.
The Goals
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01Fan activation
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02Increase site traffic
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03Merchandise sales
Highlight Initiative
When Skybound was ready to release The Walking Dead merchandise from their successful 2016 San Diego Comic-Con, they wanted to increase organic word of mouth on Twitter.
We targeted followers talking about Comic-Con and hashtag #SDCC2016 which generated over six million potential impressions.
The Results
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4k+
Total Direct Messages
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2.4k
Total Conversions
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58%
Overall Conversion rating
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169m
Total potential impressions
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72%
Conversion rate
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915
Direct messages
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663
Conversions