Twitter-exclusive sale bags clothing store 1200% ROI
An interesting case study has been posted by Twitter on their business site detailing how online men’s clothing retailer Bonobos used the micro-blogging platform’s ‘Promoted Tweets’ to rake in 1200% ROI.
Bonobos was looking to move its end-of-season inventory as well as attract new customers. After teasing the sale ahead of its launch via Twitter, the fashion brand announced the 24 hour ‘flash sale’ that promised pairs of normally US$88 chinos for US$49, provided the promoted tweet was retweeted at least 49 times.
Bonobos’ head of social media, David Fudge, on the results: “The deal unlocked almost immediately with more than 80 retweets in about 8 minutes. Our built-in Twitter followers were extremely receptive to the sale but we also targeted users who had similar interests to our followers. That strategy helped us get nearly 100 first-time purchasers.”
After achieving 1200% ROI in a 24-hour period, and even postponing the event at the last minute, Fudge sees more ‘Twixlusives’ in Bonobos’ future: “Twitter allows us to easily target and launch campaigns – we effortlessly postponed our sale one day and used Tweets to communicate that to our customers without much effort. This media channel leaves room for flexibility and allows for easy schedule adjustments.”