Ferguson success story
A wholesale distributor amplified their reach with a Twitter followers campaign
Ferguson Bath, Kitchen & Lighting Gallery (@Ferguson_FEI) is a division of Ferguson Enterprises Inc., the largest plumbing wholesale distributor in the US.
The Ferguson team uses Twitter to share information about their state-of-the-art showrooms with industry professionals and homeowners. In addition to answering customer questions and sharing product trends, they often participate in Twitter chats to connect with potential clients and industry influencers.
To build on their organic Tweets, amplify their reach, and grow their valuable community, the Ferguson team decided to run a followers campaign with Twitter Ads.
Targeting interior designers, builders, and contractors in the US.
"Not only have we seen a 104% increase in engagements on Twitter since we ran our campaign, but the new followers have driven results off-Twitter too: Compared to the average social visitor, users who come from Twitter spend more time on our website and visit more site pages."
Keys to success
Include a direct call-to-action in your Tweet copy
Ferguson's Tweet copy provided users a direct call-to-action by including the words “Follow us” and explaining what the user would gain by following. By focusing the user’s attention and telling them exactly what action to take, they were able to maximize their results.
Segment your campaigns by targeting
Ferguson used follower targeting to reach their target audiences. They created separate campaigns; one tailored to interior designers and another designed to appeal to builders and contractors. For each campaign, they targeted followers from 30-40 trade publications such as @BuildersMagazin, @NAHBhome and @InteriorDesign, as well as users like their followers. By segmenting their campaigns in this way, they were able to tailor their Tweet copy to the audience and easily see which audience drove the newest follower growth.
Optimize campaigns based on performance
Through A/B testing Tweet copy and monitoring the follow rate of accounts they were targeting, Ferguson was able to understand what creatives and targeting worked best for their goals. They optimized frequently by checking in with their campaigns and removing the Tweets and targeting that were not driving as many results.