M.M.LaFleur started using Twitter Ads in early 2020 for culturally-relevant campaigns, where they connected their products with International Women’s Day, the Girl Scouts of the USA, suffrage and voting awareness, and non-profit women's organizations. Based off their previous success with Twitter Ads, the M.M.LaFleur team launched their #ReadytoVote campaign on Twitter in October.
In this website clicks campaign, M.M.LaFleur offered customers up to a 50% discount on their best-selling products for encouraging others to vote in the 2020 US presidential election. Customers had to share a photo, screenshot, or story of them participating in voting activities in order to receive the promotion code. M.M.LaFleur’s goal was to bring awareness to the campaign, increase engagement with their audience, and drive customers to their website to shop with the discount.
They turned to Twitter to help them achieve their goals because they wanted to connect with the passionate, voting-related conversations that were happening on the platform. They had also already built a strong audience related to gender equality, women’s interests, and keywords that they could tap into for this campaign.