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How Twiplomacy connected directly with over 1,000 diplomatic missions and journalists, and achieved a 25% response rate


About Twiplomacy

Twiplomacy is Burson-Marsteller’s thought leadership study, set up in 2012 by Matthias Lüfkens to monitor, advise, and report on the activity of world leaders, diplomatic missions, and government embassies on social media. Now in its sixth year, it produces over ten reports annually and has over 46,000 followers on Twitter alone, including many high-ranking government officials from around the globe.


The Challenge

Identify, segment, and connect with both relevant journalists, and key senior diplomatic profiles

The Solution

Use of the Audiense Platform to identify thousands of profiles within Twiplomacy’s target audience

The Results

  • Built nearly 200 lists of highly segmented, precise target audiences
  • Identified 1,000 diplomatic missions, and 400 senior diplomats, who follow Twiplomacy
  • Enabled coverage in 50+ leading international publications including CNN and Politico, as well as mentions from a number of world leaders on Twitter
lists of highly segmented audiences
diplomatic missions identified
leading international publications
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‘’The Audiense Platform is our most powerful communications channel. It allows us to identify and segment thousands of prominent diplomats and journalists when we have a new study out, a task that would be impossible to do manually.’’

Mark O’Marketing - VP Sales & Marketing, Xappp
Matthias Lüfkens
Managing Director, Digital, EMEA - Burson-Marsteller
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