Challenge
PEMEX, a Mexico-based petroleum company wanted to expand operations on a global scale. Because their brand is well known throughout Mexico but less so around the world, PEMEX looked to Captura Group to help familiarize their brand to a global audience and potential investors.
Solution
Establish Twitter as a channel for PEMEX to communicate with a global audience and build awareness for PEMEX as a leading company among global investors, international media, and within the petroleum industry. Content Strategy Captura Group helped PEMEX develop their brand voice, curate industry topics of conversation to circulate and speak to. We then identified optimal tweet frequency and audience growth behavior. We ensured that PEMEX spoke with a voice of authority, leadership and expertise, while being approachable and friendly.
Results
The six month Twitter campaign drove the following results: +31% Monthly follower growth rate 4,816 New Twitter Followers High Reach and Engagement Average of 33.3k Impressions Maintained an average 5.4% engagement rate 10.2 Million Potential Reach Twitter Story Our strategic content provided some of the highest engagements seen via a multi-tweet story about PEMEX launching five gas stations in the U.S. The highest engagement of the three tweets was a photo update, which garnered impressive engagement for a newly launched page. Even our mindfully crafted, text-only tweet about the launch received higher than average engagement, when historically only photo posts stimulated high interaction rates. In fact, two of the three top retweeted and favorited posts during the month of the U.S. gas station launch were text-only posts that were related to this story.
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