Situation: For the anniversary of GEICO's "It's What You Do" campaign, the brand team aimed to engage audiences on social media uniquely and effectively.
Task: Utilize influencer Hector Janse van Rensburg to create image assets that align with the campaign's spirit and develop a strategy to stimulate brand mentions with positive or neutral sentiment.
Action: Partnered with the influencer for asset creation and employed Twitter's Conversational Ad Units and Sprinklr's Automated Replies. This approach enabled fans to tweet prepopulated text, triggering an automatic reply with an influencer-created image from GEICO’s Twitter account. The campaign encouraged user participation and sharing.
Result: The campaign ran for three months, generating over 5 thousand brand mentions and achieving a potential reach of over 4.5 million, successfully leveraging influencer collaboration and innovative social media tools.