Publicis has partnered with PeerIndex to target influential social networkers for the relaunch of its iHobo mobile app.
The agency initially launched iHobo last year to raise awareness of homeless charity Depaul UK.
The app encourages users to look after a virtual homeless person for three days to demonstrate the complexity of homelessness (nma.co.uk 10 May 2010).
As part of the relaunch, Publicis and Depaul have used PeerIndex to compile a list of well-connected and influential tweeters. They aim to get younger and more affluent people talking about the new version of iHobo via their social networks as part of the relaunch.
PeerIndex examines a user’s activity on multiple social platforms, such as Twitter, Facebook, LinkedIn and Quora, and calculates their reputation, or ‘social capital’.
The calculation is determined using various factors including how individuals’ ideas and opinions spread across their networks.