Cannes Lions

#Iftrumpwins

SHACKLETON, Madrid / IDEALISTA / 2017

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Overview

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Credits

Overview

Description

Throughout the US elections thousands of Americans used the hashtag #IfTrumpWins to declare their intention to leave the country if Trump won. We offered these people, in real time, the services of the IDEALISTA Real Estate portal, to help them find a new place to live.

Three days before knowing the election result, we followed the hashtag #IfTrumpWins and tweeted personal messages in real time with offers of properties to all users and celebrities who declared their intention of moving. In this way, if they decided to flee the country, they could consider a new home in Spain.

Execution

During the final three days leading up to the US elections, and by just using the Twitter social network and a small team of Community Managers, we sent personalised messages in real time with offers of homes in Spain to all users and influencers who were declaring their intention to leave the country if Donald Trump were to be elected their new president.

Outcome

Through sending personalised responses to different users and celebrities using just the Twitter platform, and with a zero advertising investment, the results were as follows:

Image:

- An equivalent PR value of 1,660,000 euros on television and digital media.

Sales:

- 37% increase in website traffic

- 779 leads. Cost per lead: €0

- 67 new clients for the IDEALISTA property portal. Cost per client: €0

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