Use a community partnership to drive positive sentiment.
@CommBank used keyword targeting such as #CWC15, "cricket," and "my kids" to reach cricketing fans, parents, and primary caregivers of children. It used @username targeting such as @MClarke23 and @CricketAus to reach followers of Australian cricket stars and associated groups. Interest targeting was broad-ranging, aimed at sports, entertainment, and charity enthusiasts. The Tweets featured photos of celebrities pulling "silly selfie" faces to generate community interest and increase engagement. @CommBank also coordinated a segment on popular television show "The Project" on April 1st, and during airing, increased the donations to $100 per selfie. Television conversation targeting was employed on Twitter to reach "The Project’s" audience.
Capitalise on the power of ambassadors.
@CommBank used its sponsorship of cricket to drive awareness of the @ClownDoctorsAus campaign to a broader audience. The power of Twitter during sporting events was demonstrated during the Cricket World Cup 2015 (@cricketworldcup), when the profiles of ambassadors @stevesmith49 and @MClarke23 were reaching a wider audience and increasing brand awareness among sports enthusiasts.