Promoted accounts which target a specific geographical area is a relatively new product from Twitter. McDonald’s Canada was one of the first companies to try it out in practice.
The reason for McDonald’s Canada to test geo-targeting promoted accounts was to make people aware that they have a separate country account which is separate from the worldwide brand. This would make customers in Canada aware of their online presence and make it possible for the brand to get in contact and to engage with their customers. The promoted account would appear at the top of the list of suggested accounts to follow on the customer’s page.
From the campaign McDonald’s Canada 9 503 new followers. The @McD_Canada profile received 14 200 profile views which brought about 4% engagement. This example shows that geo-targeting should be something a brand considers with promoted account, tweets or trends. This is especially truel for large global brands which want to convey their specific country accounts, allowing customers to get a personalized experience.