Ghergich & Co. works closely with multiple Petco teams. Its most well-known team, Petco Store, is a leading pets supplies retailer with 800 stores in 15 countries. Using Kinship, Ghergich & Co. conducted market research to help Petco’s PupBox team and content marketers identify the top influencers in the pet parent and puppy training space. Using the Search Tweets: 30-day API, the team quickly identified the list of influencers and analyzed all associated tweets to determine the topics that these influencers were most interested in sharing or discussing on social media.
As a result, PupBox received clear and data-driven recommendations for how to manage their content strategy. For example, they can now leverage these insights to determine the right messaging and media outlets to reach these micro-influencers. They can also now target these micro-influencers for participation in co-branded content. Additionally, they can use the Twitter premium APIs to create more precise custom audiences to amplify this content on Twitter to maximize their target audience reach. This became a unique differentiation for brands that are looking for a way to map topical content that will drive engagement.