Literacy may not seem like the sexiest of campaign topics – the word itself conjures images of librarians and memories of spelling tests. But reading in grade school and social media are two topics on which almost everyone can relate, and creating relatable, regionally specific content in Twitter Reading Levels yielded some very attractive results for real estate website Movoto:
- More than 250 placements with high-authority publishers
- More than 9,000 domain authority points secured
- More than 31,600 views to Movoto’s landing page
- Nearly 14,000 shares on social media
Flexing our Campaign Smarts
To tap into the high arousal emotions of curiosity and pride, we paired a social media platform that most people would be familiar with – Twitter – with an insight on the literacy levels of their state (or someone else’s).
How did we do it? First, we used an API from GNIP to compile half a million tweets from across the United States. With a robust dataset, we then turned to an open source library on text statistics to analyze the number of syllables, words, and sentences in each tweet. This provided us with the values to apply in the Flesch–Kincaid Grade Level Formula, which created the findings for this campaign. Once we calculated the reading levels for each state, we visualized the outcomes in an interactive map graphic. This made the information attractive and easy to access, while also prompting the audience to engage with the asset.
Finally, we added one more dimension of data (and curiosity or ego) to Twitter Reading Levels by applying the same visualization to data on state IQ levels as estimated by Virginia Commonwealth University. This gave readers cause to spend even more time with the content, comparing reading and IQ levels and even debating the correlation between the two measurements. These insights – and the controversy – kept the audience talking and sharing this article almost 14,000 times.
Location, Location, Location
In addition to large outlets like People, The Blaze, and PolicyMic, this campaign was extremely popular with smaller, regional news carriers. While sites like AccessAtlanta.com, Austin360.com, or MyFoxTwinCities.com may not have the broad reach of larger publications, they have significantly more local authority – an area in which Movoto hoped to gain strength as part of its campaign goals. By formulating our promotion strategy as well as our content around Movoto’s benchmarks, we not only earned big audience gains for the real estate website, we also earned them specifically in the areas in which the company wanted to grow.