Craftsman Increased Acquisition Rate to 27% Using Insightpool
Craftsman approached Insightpool to run a campaign around #MADEtoRACE for the annual famous event, “The Race of Gentlemen”, which was held in Wildwood, New Jersey in October 2015. Craftsman sponsored the first female driver in the race’s history and wanted to not only enhance awareness around the event, but also around the historic moment of a female participant. Craftsman’s achieved an impressive 27% acquisition rate and average reply rate, engaging with a passionate audience and gaining more than 1 Million in Total Reach from influencers acquired.
HYPER-TUNED TARGETED STRATEGY
Craftsman wanted to use Insightpool’s unique algorithm to not only identify key influencers, but build 1:1 organic messaging and increase their acquisition rate and engagement rates. Insightpool identified these main groups to target the campaign towards:
- Overall Racing Fans
- Women Racing Fans
- Women Pro Racers
- Classic Car or Car Restoration Lovers
- Automobile Journalists
Insightpool then segmented the most relevant influencers in those groups based on how likely they would engage with Craftsman’s twitter handle and initiated organic conversations around #MADEtoRACE. Craftsman initiated follow campaigns to relevant individuals to increase their follower base on Twitter as well.
- More than 1 million Total Reach from influencers acquired
- 2.3 million in exposure on #MADEtoRACE tracked through TweetReach
- 679k in expanded impressions
- 27% in average reply rate
- 27% in acquisition rate
“Through authentic messaging, we were able to activate an audience who was enthusiastic and engaging, sharing personal photos and anecdotes with our brand. With an impressive 27% acquisition rate, that hyper-relevant audience is now a part of the Craftsman Twitter family,” says Cristina Cordova, Head of Digital Communities, Social, and Loyalty
Takeaways and Next Steps
Through Insightpool’s audience hyper-targeting, Craftsman Tools reached relevant users who enthusiastically engaged with the campaign, increasing the passionate following of the brand. Craftsman Tools continues to advance their social strategy, running more targeted initiatives through Insightpool to elevate the brand’s status.