This article is written by Metrics, a data science company applied to strategic communication.
Every year, in several countries of the world and in Mexico, the Hot Sale happens, a commercial initiative that seeks to increase the sales of companies through electronic commerce, thanks to discounts and promotions from sellers.
This year began on May 23 and ended on Monday 31. As always, Amazon and Mercado Libre participated, but now so have supermarkets such as Bodega Aurrera, which not only published sales, but also positioned a trending topic promoted on Twitter to give greater dissemination of their offers.
According to from May 15 to 31, 2021, the hashtag promoted by the company generated 28,000 publications: 18,000 on Twitter and 9,000 on Facebook, with a reach on both social networks of 44 million people.
Compared to other supermarkets that were also part of the Hot Sale, the spread of Bodega Aurrera had more impact. Soriana, for example, with its hashtag #HotSaleEnSoriana, generated 301 publications by users in digital media.
94% of the messages associated with the hashtag #HotDaysEnBodega were informative, without a position in favor or against the promotions: 5% (around 1,000 messages) were positive and only 0.36% negative. According to the Metrics performance algorithm, the cost per positive position per message was approximately $ 10 per Twitter user.
According to the publications of the self-service store, the qualitative objective was for users to know the different promotions: not only the sales, but also the pantry deliveries to home.
Based on this, it was found that the positive messages were related to the emotion for the offers published in its different digital communication channels.
The negatives focused on the use of Anglicisms by the Mexican subsidiary of Walmart’s corporate, as well as some complaints to Profeco from people who did not receive the product they expected.
The constant and digital native initiatives, such as #HotSale, win a series of users who are adept at the different promotions. Therefore, companies that participate with social media campaigns tend to have a greater impact when they reach their target audience. However, it is just as important that the right time is calculated to issue your posts with offers, as otherwise they can have a low impact.
