After impressing Twitter’s panel of judges with their responses to a social challenge brief, over 100 participants — including these five media planners — progressed to the second phase of #TweetToTheTop, Twitter’s digital education programme dedicated to upskill media planners in Asia Pacific.
Centred around the theme “Business Transformation Using Twitter Data”, the second phase of #TweetToTheTop invited participants to conceptualise a Twitter campaign to elevate and promote a brand of their choice during the 2018 FIFA World Cup or Australian Open by combining insights with creativity.
Participants were asked to develop a Twitter campaign idea that elevates their selected brand to become top of mind during the 2018 FIFA World Cup (#WorldCup2018) or Australian Open (#AusOpen2018) periods. The goal is to achieve a top brand ranking based on share of voice (Tweet volume) comprising of positive sentiment. The catch? The selected brand should not be an official sponsor of the 2018 FIFA World Cup or Australian Open.
To help participants better conceptualise their campaigns, Twitter offered them training and access to the latest social data capabilities from our partner, Brandwatch (@Brandwatch). This allowed participants to examine existing social listening data to better identify business and audience insights, and to solve their selected brand’s business challenge. The ability to harness insights from Brandwatch was critical in helping these agencies tap into the value of Twitter data.
Brandwatch is the go-to for over 1,300 companies across the world to provide the most impactful social intelligence on the market. #TweetToTheTop is a great example of how the Brandwatch platform surfaces Twitter insights, helping brands and agencies create attention-grabbing, creative, and compelling campaigns.”Giles Palmer, (@joodoo9), CEO and Founder, Brandwatch
In the next (and last) phase of the #TweetToTheTop programme, the above 17 rising stars will be working on real client briefs or challenges. Each of them will receive one-on-one support from Twitter's Brand Strategy team while creating Cannes-worthy campaigns based on the client briefs, and final executions will be carried out before Cannes Lions 2018.
Stay tuned for more updates on #TweetToTheTop in May 2018!
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