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  1. 2020

ZenithOptimedia

#WithYouAllTheWay – Winning the London Marathon

Category:Best Paid Social Campaign

Client:Nestlé Buxtons

Last April, for the second year running, Buxton Water was the Official Water Provider of the London Marathon. How could Performics drive significant cut through around heightened conversation during the 2015 race?

With 23m UK users, Twitter has become the go-to platform for real-time updates and trending topics. This offered us the chance to own a sizeable portion of the conversation on the day itself, while communicating Buxton’s Healthy Hydration message to a highly engaged audience, en mass.

Performics ran a Twitter campaign covering the day of the event in real-time via a Promote Trend that showcased the role Buxton plays in keeping the runner hydrated. All activity was tied together with #withyoualltheway.

Twitter’s targeting capabilities enabled us to reach the right people, in the right place, at the right time, with highly relevant content.

The platform’s range of ad types also helped capture attention in a very busy, fast-paced environment. We were able to react quickly while being creative with owned assets.

Promoted Trend engagement was 3x higher than the category benchmark and 2x higher for the overall campaign.

A Nielsen Brand Study that Performics commissioned, highlighted that ad recall was +30 percentage points higher for users exposed to ads, verses a control group of unexposed users.

The success of #withyoualltheway led to Twitter creating a highly sort after case study, showcased on their Business Success Stories site, as well as an internal client case study, which Nestlé holds up as a best-in-class example of campaign execution on Twitter.