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Assignment 4: Twitter Case Study

The document discusses a Twitter ad campaign for Dish Gourmet's boxed lunch and catering services. It outlines the campaign's key objective of promoting these services for local communities. It then details various ad tactics like promoting food contents, using images and humor, and re-marketing catering menus. Metrics for tracking the campaign's success like mentions, followers, hashtags and positive/negative feedback are also covered.

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Gladwin Joseph
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92 views

Assignment 4: Twitter Case Study

The document discusses a Twitter ad campaign for Dish Gourmet's boxed lunch and catering services. It outlines the campaign's key objective of promoting these services for local communities. It then details various ad tactics like promoting food contents, using images and humor, and re-marketing catering menus. Metrics for tracking the campaign's success like mentions, followers, hashtags and positive/negative feedback are also covered.

Uploaded by

Gladwin Joseph
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Assignment 4

Twitter Case Study


Twitter Metrics and Strategies for



Dish Gourmet

1. Creating an Ad Campaign for:


Boxed Lunches and Catering Services for Dish Gourmet

2. Key Objective is to promote Boxed Lunches and Catering Services that are fast and easy
self-ordering for local communities in Pearl Street Boulders, Colorado

3. Types of Creative Ad Tactics for Dish Gourmet: (Targeting Strategy)


• Promoting Food Contents and specificities that are short text (Tweet Only) to attract
exciting customers.
• Single Image with a sense of humour to attract consumer’s attention.
• Targeting Local Consumers with interest of fast food delicacies.
• Re-Marketing ‘Catering Menus’ on twitter feed
• Creating a clear balance of Re-marketing Ads and Prospective Ads

4. Keeping a Graphic Designer/Web Designer to keep the posts consistent, minimalistic and
aesthetically appealing on their twitter profile. This includes an overall maintenance of Twitter
Page. Right from Profile Cover to the Contents being posted.

5. Realistic Action for this Ad Campaign is to provide the audience a-go-to boxed lunch order
from the website/app or a phone call to order wedding and any other event catering services.

6. Key Metrics for Dish Gourmet Twitter Page:



Tracking Twitter metrics that will keep the resources need for the measurable success a
particular ad campaign for Dish Gourmet.
• Setting up a Twitter Analytics App for keeping a track of the number of hashtags, likes
followers, mentions, etc used and the total impressions received for the Ad’s success
• Tracking Twitter Performances: The number of times your keyword was listed in a given
time period is represented by the amount of mentions. This can keep Gourmet in a track
of using the right keywords like: Office Catering, Best Catering Near me, Office Lunch
Box etc.
• Tracking Sentiments (Positive and Negative Feed Backs): Here, Negative feedbacks is a
blessings in disguise, The Dish Gourmet can respond to these negative feedback’s by
providing alternative solutions.
• Twitter Category Engagement is another important tool that the company can use to
analyse the number of likes, comments and shares etc, overall to look into audience’s
engagement.
• Conversation Buttons are one of the features that Dish Gourmet can apply to their
Promoted Ads, they include call-to-action buttons with hashtags that can be customised.
When the button is pressed, it generates a pre-populated Tweet.
• Branded hashtags enable it to add a fun, visually appealing creative feature. They bring a
brand to life by sharing its personality and bringing it into the conversation right away.

For Example: #OfficeCateringByGourmet🍔

7. Targeting Parameters
• Demographics: Using to reach people within the vicinity of Dish Gourmet who speaks
French, and the age of 18-55 Year olds.
• Location Targeting: Reaching people to metro areas of within the city because the
catering services and packed lunchbox are within the city reach
• Target by device models: Twitter by iPhone, Twitter by Android, carriers, and other
browsing platforms
• Age Targeting: Targeting to “All Ages”
• Audience Type (Twitter Groups): Conversational Targeting with Additive types of
audiences who are interested in Food, Music, Travel and Lifestyle, Food Tourism,..etc.
Ads reaching to theses additive types can create more customer engagements and ad
awarenesses.

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