Update: A Twitter rep disputes the claim that the tweet had the highest engagement ever, even for one that's part of a Promoted Trend.
A Halloween tweet from Progressive Insurance had an engagement rate of 29.6% on the social network, making it the most-engaging tweet to ever be part of a Promoted Trend, according to a source.
Twitter informed the company of the record Friday morning, according to the source. Twitter is planning to use the tweet in an upcoming case study. The tweet came on Oct. 22 and was part of the #DressLikeFlo Promoted Trend:
BOO! Ha ha, you should have seen your face. In the spirit of Halloween, here’s a great costume idea: pgrs.in/Rk3i #DressLikeFlo
— Flo from Progressive (@ItsFlo) October 22, 2012
While declining to get specific, Progressive confirmed that the engagement rate was north of 20% and that the Promoted Trend netted "tens of thousands of new fans and followers." (The Flo account had around 19,000 followers as of Friday afternoon. However, she has 4.7 million Facebook fans.)
As the hashtag implies, #DressLikeFlo was a promotion in which Progressive asked fans to dress like Flo, its long-time spokescharacter, for Halloween. To help fan the flames, Progressive sold its own Flo costume this year after offering one through a third party on Amazon last year.
Among the other fan responses was the video below, in which makeup artists working with Progressive show variations on the costume, including a zombie Flo.