Increased Twitter engagement for @askunum

Increased Twitter engagement for @askunum

Challenge

@AskUnum wanted to grow an engaged follower base of influential B2B professionals, employers, advisers and employees.

Plan

@AskUnum used promoted accounts to scale its follower base and promoted tweets to distribute relevant thought leadership materials, driving conversations and engaging influencers. The three keys to success were:

  • Keyword targeting to reach and engage with a specific audience of B2B professionals, driving them to take action and visit the Unum website
  • Links to high quality content to showcase thought leadership and appeal to the interests of Unum’s core audience
  • Keeping content fresh throughout the campaign with a focus on publishing more of the most popular content

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