Build anticipation with the right content at the right time.
@HuaweiMobile kept its audience engaged by sending Promoted Tweets that provided product information that wasn’t available anywhere else. By staggering the release of the Promoted Tweets with visuals of the new #Mate7’s key product features live during the press conference, @HuaweiMobile built buzz and excitement among its followers. The strategic release of information during a defined time period helped keep audiences involved over the course of the event.
Use engaging visuals to share key information.
Promoted Tweets delivered the key selling points of the new #Mate7 device in a simple, visually engaging way that was relevant to the target audience. By using visuals featuring photographs of the new products with strong supporting messages, @HuaweiMobile was able to showcase the new range. The company also provided information such as the product availability in different markets and the recommended retail price with a link to a minisite for more details.
Connect by targeting the right audience.
@HuaweiMobile targeted its series of Promoted Tweets to a wide range of users across the 11 key countries, delivering its message to a broad global audience. The combination of geotargeting and interest targeting, such as business, gaming, technology and computing, music, movies, and TV delivered a total audience of five million users. In addition, the brand targeted @usernames of key influencers such as journalists and tech publications, @Android, and competitor brands.
The benefits of using Twitter are twofold. First, it provides us with global access — we can Tweet across the world and reach an international audience. Second, it gives us the effectiveness of real-time communication — we can Tweet as and when events happen.