The 2024 Economic Censuses for Businesses Campaign
INEGI used the X platform to announce the 2024 economic censuses campaign for businesses.
701K
Interactions as a result of the engagement campaign, at a cost of $2.46 MXN when the benchmark is $4.50. The cost was 45.33% better than the benchmark.
195 M
Impressions as a result of reach campaigns with a CPM of $6.20 when the benchmark is $15.00 CPM was 58.67% better than the benchmark.
14.4 MM
Impressions in the formats of Timeline Takeover and Trend
INEGI
The National Institute of Statistics and Geography (INEGI) launched an extensive X campaign with the goal of achieving significant outreach and engagement. The primary goal of this campaign was to reach 48,524,414 impressions and secure 377,778 interactions on the X platform. This initiative was designed to effectively communicate the 2024 economic censuses, ensuring widespread awareness and participation.
Campaign objective
The National Institute of Statistics and Geography (INEGI) launched an ambitious campaign on the X platform to promote the 2024 economic censuses. The primary objectives were to achieve a total of 48,524,414 impressions and 377,778 interactions. This campaign was designed to increase public awareness and encourage participation in the upcoming censuses, leveraging the reach and engagement capabilities of social media to effectively share critical information.
The Solution
Our comprehensive social media strategy played a pivotal role in helping INEGI achieve and exceed their campaign goals. By leveraging X products such as Timeline Takeover and Trend, we ensured optimal visibility and engagement. These tools allowed INEGI to effectively reach a broad audience, achieving the impressive target of 48,524,414 impressions and 377,778 interactions.
With Timeline Takeover, INEGI's message was prominently displayed at the top of users' feeds, capturing immediate attention and driving high engagement. With Trend, INEGI's campaign was positioned in the trending topics section, further amplifying its reach and visibility.
As a result of this strategic approach, INEGI successfully communicated the significance of the 2024 economic censuses, leading to increased public awareness and participation. The campaign not only exceeded interaction targets but also fostered a more informed and engaged audience, contributing significantly to the success of the censuses.
Keys to Success
The INEGI campaign was meticulously structured in phases to maximize its impact and effectiveness. Below is a step-by-step breakdown of the campaign setup, complete with real examples:
Pre-Campaign Phase
(February 1-5)
Objective: To build awareness and generate engagement for the upcoming economic censuses campaign.
Strategy: A "like to remind" strategy was implemented, where users who liked the posts would receive a reminder notification on February 6 at 8:00 AM, informing them about the start of the economic censuses.
Launch Phase
(February 6)
Objective: Officially announce the start of the economic censuses campaign nationwide.
Strategy: On February 6th, a trend was created to ensure maximum visibility and engagement. The campaign message was prominently displayed, making it a trending topic on the platform. And also a hashmoji for 4 hashtags: #INEGI, #TuNegocioCuenta, #CensosEconómicos2024, and #LaInformaciónEsPoder.
Sustained Campaign Phase (February 6 - May 31)
Objective: Maintain a consistent reach and engagement throughout the campaign period.
Strategy: Many campaigns were running with the objectives of reach and engagement, updating materials each month to keep the content fresh and engaging. Different themes and messages were used each month to highlight various aspects of the economic censuses.
Interaction Campaign Phase (March 1-31)
Objective: To encourage user interaction and ensure their participation in the censuses, while reassuring them of the team's commitment to diligently completing the process.
Strategy: A campaign using the Website Cards format was conducted to encourage user engagement. These cards directed users to a webpage where they could confirm their participation in the censuses and receive updates on the progress.
Final Phase
(May 6)
Objective: To maximize the impact of the campaign and leave a lasting impression on the audience.
Strategy: A Timeline Takeover and a Hashfetti were executed on May 6th as the final stage of the campaign. This ensured that the campaign message dominated the platform for the day, generating high visibility and engagement.
The Results
The implementation of our comprehensive social media strategy provided numerous benefits and led to significant positive outcomes for INEGI's 2024 economic censuses campaign:
Increased Reach and Visibility
By leveraging X products such as Timeline Takeover and Hashfetti, the campaign achieved unprecedented visibility. The strategic placement of posts ensured that the campaign message reached a vast audience, generating over 48 million impressions.
Enhanced Engagement
The use of interactive formats like Website Cards and engagement-driven content, including polls and Q&A sessions, fostered active participation from users. This resulted in over 377,000 interactions, far surpassing initial targets and ensuring widespread public involvement.
Effective Communication
The phased approach, including the "like to remind" strategy, ensured timely and effective communication. Users were kept informed at every stage of the campaign, from the pre-launch teasers to the final push, maintaining a high level of interest and engagement throughout the campaign duration.
User Reassurance
The interaction campaign in March, aimed at confirming user participation and providing updates, reassured users about the ongoing efforts to complete the censuses. This transparency built trust and encouraged continued participation, highlighting the campaign's commitment to thorough data collection.
Positive Public Sentiment
The final phase with Timeline Takeover and Hashfetti not only maximized visibility but also created a celebratory atmosphere. The use of festive elements like Hashfetti added a positive tone to the campaign's conclusion, leaving a lasting positive impression on the audience.
Comprehensive Data Collection
The strategic use of social media facilitated comprehensive data collection by driving public participation in the economic censuses. The high engagement rates and widespread reach ensured that a diverse and representative sample of the population was included in the data, enhancing the accuracy and reliability of the censuses.
In summary, our social media strategy and the utilization of specific X products significantly contributed to the success of INEGI's 2024 economic censuses campaign. The campaign not only met but exceeded its goals, demonstrating the effectiveness of our approach in achieving large-scale public engagement and data collection.
One of INEGI's primary objectives is to ensure that more people are aware of and use the information generated by the Institute. We also aim to maintain public trust and encourage active participation in our statistical programs. For this reason, social media is a key channel in our communication strategy. We are very satisfied with the results of the campaign on X regarding the 2024 Economic Censuses. The scheduled advertisements, along with complementary actions such as the hasmoji and hashfetti, achieved over 65,000 mentions and more than 220 million impressions. We appreciate the technical support provided by the X team, which allowed us to meet and exceed the campaign's objectives.
