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Moonfruit: A Twitter Marketing Campaign Analysis

Moonfruit: A Twitter Marketing Campaign Analysis

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Published by Kunal Kripalani
The power of Twitter as a viral marketing medium is demonstrated by the success of Moonfruit, a provider of an easy to use online website creator who launched their own # campaign that offered 1 Macbook Pro to anyone in the world, everyday, for 10 days. With no constraints on the number of times you could enter and a requirement to enter each day’s draw separately, the campaign quickly turned viral and was propagated by a placement at the top of the Twitter Trends list together with massive coverage in the media. The success of the campaign in highlighted by their stellar growth in Twitter followers from 444 to ~40,000, an increase in website traffic of 600% and and increase in sign-ups of 100% for a cost of just $13,500. But is this a sustainable benefit? We look at the campaign, its results and implications for the Twitterverse.
The power of Twitter as a viral marketing medium is demonstrated by the success of Moonfruit, a provider of an easy to use online website creator who launched their own # campaign that offered 1 Macbook Pro to anyone in the world, everyday, for 10 days. With no constraints on the number of times you could enter and a requirement to enter each day’s draw separately, the campaign quickly turned viral and was propagated by a placement at the top of the Twitter Trends list together with massive coverage in the media. The success of the campaign in highlighted by their stellar growth in Twitter followers from 444 to ~40,000, an increase in website traffic of 600% and and increase in sign-ups of 100% for a cost of just $13,500. But is this a sustainable benefit? We look at the campaign, its results and implications for the Twitterverse.

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Published by: Kunal Kripalani on Jul 17, 2009
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08/16/2010

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What The #Moonfruit ?A Twitter Marketing Campaign AnalysisAuthor: Kunal Kripalani
Social-Bug.com | Social Media Guidelines
Abstract
Inspired by a Twitter hashtag marketing campaign run by a rival company theprevious month, Moonfruit, a provider of an easy to use online website creator,launched their own # campaign that offered 1 Macbook Pro to anyone in theworld, everyday, for 10 days. With no constraints on the number of times youcould enter and a requirement to enter each day’s draw separately, thecampaign quickly turned viral and was propagated by a placement at the topof the Twitter Trends list together with massive coverage in the media. Thesuccess of the campaign in highlighted by their stellar growth in Twitterfollowers from 444 to ~40,000, an increase in website traffic of 600% and andincrease in sign-ups of 100% for a cost of just $13,500. But is this asustainable benefit? We look at the campaign, its results and implications forthe Twitterverse.
TAG Cloud
Twitter
, Social Media Strategy,
Moonfruit
,statistics
 
Marketing Campaign,
ROI hashtags
Analysis
sentiment
 
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“The response has been beyond belief, far more effective than othermarketing channels. We wanted to drive both brand awareness and directresponse, but this has achieved both in a far more personal way.”Wendy Tan White, Founder of Moonfruit
Vital Statistics:
Launched Tuesday June 30 2009: 444 followersEnded Tuesday July 7 2009: 44,113 followersTraffic to Moonfruit.com: Increased 600%Sign Ups: Increased 100%Cost: Approximately US$13,500A snapshot from the July 4th Techcrunch article shows 2,159,297 vs July7th: 2,167,375. That's about 2,690 new websites per day (let's assume theseare new sign-ups.)Update: July 8th: 2,170,702. 3327 more sign ups. Or an increase in sign uprate of: 23% vs. the average sign up rate for the previous 3 days. This is agood sign for Moonfruit. While it is still early days, this increase in postcampaign activity bodes well for them.Update: July 17
th
: 2,182,462: 11,760 more signups over 9 days or 1306 / day.The sign up rate appears to have dropped an average of 61% since July 8
th
,2009.Techcrunch MoonFruitHomepage Snapshot on July4thA Newer MoonFruit HomepageSnapshot on July 7
 
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TweetStats: Most Popular Tweep on July 7 2009 was MoontweetMoonfruit (@moontweet) Activity. Proof that it's not what you say, it's how you say it?
Moonfruit have traditionally not done a lot of tweeting until the start of thiscampaign at the beginning of July. To date, they've only made 382 tweets.Clearly Tweeps aren't following them for the interesting conversations theyinitiate.
What does Google Say?
Google Insights Top related search terms were:
moonfruit
and
moonfruit twitter
. Most regional interest was from the USA,followed by the UK, Canada, Brazil and Germany.The Twitter Top Trends list combined with curiosity about the strange#moonfruit hashtag probably helped catalyse the Moonfruit campaign, asevidenced by Google Insights which as of July 7 2009, classifies "
What ismoonfruit?
" as a breakout search term.Google Insights for Search: "Moonfruit"

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