Party City wanted to generate buzz and activate around real-time current events, and the perfect opportunity arose when it was discovered that Dale, a contestant on The Bachelorette, had previously modeled for Party City.
Our community management team engaged with Party City’s existing and new audiences that were talking about The Bachelorette. We joined the conversation via live tweets, Instagram Stories, and a TikTok. This content sparked some great reactions that lasted for days following the airing of the show.
• Tweets earned 27K organic impressions and generated an average 2.7% engagement rate (an 80% increase over the month’s average).
• Instagram Stories generated about 650 votes and 8.5K impressions.
• TikTok video generated ~600 views.