@BB_AdultPlus created videos that people in its target audience were highly interested in watching — the AlDub team was well-known, and their televised musical romance and live appearances had achieved large audiences across the country. The television commercial played on the romantic nature of the duo’s popularity, making engaging viewing for fans and positioning Bear Brand Adult Plus as the perfect fuel for a busy worker’s life. Through the Promoted Trend and Promoted Videos, the brand made use of Twitter’s content discovery platform for strong virality to complement and strengthen the television campaign.
The Promoted Trend #AldenMaineForAdultPlus delivered the campaign to an engaged and influential audience at scale. @BB_AdultPlus’s team monitored Twitter conversations around the brand and its television commercial throughout the campaign. The team replied to all comments and questions directed to the account, which increased engagement and ensured that users had a positive experience with the brand.
@BB_AdultPlus employed keyword targeting (including ‘#aldub’, ‘#aldubnation’, and ‘adulting’) and interest targeting (including beauty, celebrity fan and gossip, career news and general info, and business and news) to position the videos in front of people in its target market. It used @username targeting to reach followers of influencers with an interest in AlDub, including @ALDUBNation and @MAINEnatics_OFC.
This was our first time using Twitter for a marketing campaign. The ads dashboard gave us valuable information so that we could follow how many mentions we were getting each day of the campaign. Promoted Tweets helped us reach more people and significantly extended the lifetime of the campaign. Twitter gave us some great suggestions on targeting options.