Experian FraudChat

Experian FraudChat Case Study

Driving a seismic change in the way Experian Business approach’s social media, Experian Identity and Fraud undertook their very first Twitter chat in 2015. An influencer driven initiative, #FraudChatUk (a 1 hour, 5 question chat), marked a first for not only ID&F but for the UK Business as a whole.

What is a Twitter chat?

  • A Twitter chat is a public Twitter conversation around one unique hashtag
  • This hashtag allows you to follow the discussion and participate in it
  • Twitter chats are a great way to drive:
    • Brand visibility
    • Community engagement
    • Thought leadership
    • Content creation
  • All you need to start a Twitter chat is an account and a hashtag

Experian 2

Brief

  • Take the lead in a campaign that hadn’t reached it’s expectations
  • Deliver 15  high social authority influencers
  • Manage the implementation of #FraudChatUK

Solutions

  • Anicca leveraged a combination of third party influencer tools and Twitter search to identify potential influencers 
  • We then utilised Moz Followerwonk to qualify their social authority  
  • We outreached 10 days before the event via the Identity and Fraud Twitter channel
  • Anicca worked closely with the Experian team to put together the schedule of tweets and questions
  • A crisis plan was put together with PR to control any negative concerns
  • During the chat, Anicca put a control room together to monitor and control the conversation

Experian 3

Working with influencers

  • Anicca identified key influencers within the sector who:
    • Would have different points of view 
    • Had high social authority including celebrity comedian Bennett Arron and Action Fraud
  • Reached out to influencers in the evening, through a combination of Twitter direct messages and emails with a 90% success rate
  • Delivered key consistent messaging, that told them how they would benefit from taking part

Just some of the influencers…

Experian 4

Results

  • 104 contributors
  • #FraudChatUK was used 510 times
  • 884,982 impressions
  • 15 new influencers contacts to help distribute content 

Experian 3 Experian 4

Source – Tweet Reach