Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
For Nissan, social media followers aren’t the be-all and end-all. It’s more important to get the right ones.
The brand has run promoted trends and tweets for many of its car models. But it recently launched a Twitter promoted accounts campaign to grow the follower base for its electric car, the Leaf. The promoted account began to run on National Plug-In Day, Sept. 23. The campaign has run for 17 days, adding a little more than 1,000 followers to bring the Leaf to 28,000.
At first glance, this isn’t much of a bump. It works out to 76 new followers per day. In all, its bumped up its follower count by just 3 percent.
But for Nissan, that’s a bonus. That’s because it doesn’t want just any followers, but those actually interested in the brand. For that reason, Nissan used Twitter’s new interest category targeting system, showing the promoted account @NissanLeaf to users who have already shown an interest in hybrid or electric vehicles and green business services.
“We’re more focused on gaining the right followers than just gaining the most followers,” said Erich Marx, social media chief at Nissan.
More in Marketing
Amid growing tension over workplace AI, agencies have a window to reimagine staffing
AI agents are becoming common among agencies, but most companies haven’t grasped their potential to reshape teams.
From Celsius to Maybelline, more brands are lining up for the NYC Marathon’s 50th anniversary
The brands showing up at the annual race represent a more diverse cross-section of retail than ever before.
Future of Marketing Briefing: SharkNinja’s McLaren deal treats F1 fandom as the asset
What SharkNinja;s McLaren deal says about the new price of F1 fandom.