AkzoNobel – Imagine Chemistry

On-site conversations increased by 54% targeting radiologist with Premium Audiences

Results

  • 200+ conversions

    Over 200 chemical startups have subscribed for the AkzoNobel chemistry challenge.
  • 2,000+ subscribers

    More than 2000 chemical industry professionals have subscribed to stay informed.
  • 20,000 engagements

    20,000 highly relevant Tweet engagements
Opportunity

Twitter strategy

Philips Health was looking for a global Twitter strategy for their radiology division. MySocialDatabase (MySD) was asked to show proof of its hyper-targeting concept through a pilot campaign. Reducing waste and using enriched Twitter data were the key factors towards success.

Solution

Hyper-target focusing

MySD’s hyper-targeting focuses on tracking high quality parameters for data. The pilot test consisted of a standard targeting group and a hyper-targeted audience. Content and campaign duration were equal for both groups. By means of reducing waste and zooming in on premium audiences MySD ensured control in reach and frequency, which led to an impressive impact multiplier.

Results

Bounce rate and conversion

The test with standard targeting generated an audience, which was ten times higher than the actual number of radiologists in the world. MySD’s hyper-targeting selection, however, was spot on: the bounce rate was reduced by 100% and on-site conversion went up by +54%. A small increase in both rates means a lot for a business. So, one can imagine the impact of profound hyper-targeting and premium audiences.