Ou Topos » Blog Archive » Twitter’s CPM Posted: September 7th, 2010 | Author: Sami | Filed under: The Disruption of Marketing | Tags: cpm, reduction, sale, twitter, Uniqlo | 1 Comment » Uniqlo does it again with Lucky Counter campaign. The fashion retailer asks people to promote their favorite Uniqlo items via Twitter against price reduction for the said item of – estimating from my experience – 0,01% per tweet. This inspired me to a small calculation: if one tweeting Briton has 126 followers on average, and we assume that any given tweet is seen by 1/10 of followers = 13 followers on average, we can derive that 77 tweets are needed for 1000 people to see the message. As a result, Twitter’s CPM in this campaign e.g. for the jacket in picture (originally 59,99€) sets to 59,99€ x 0,01% x 77 = 0,46€ per jacket sold to the participants in the campaign. If there’s any readers of this blog still doing marketing comms budgeting the old way (25% planning & production, 75% paid media), now’s the time to wake up!
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