@VirginMobileAus created numerous videos and interactive Promoted Tweets to deliver its message to audiences in new and attention-grabbing ways. Promoted Tweets with rich media content and Promoted Videos featuring autoplay delivered the highest engagement rates compared to text-only Tweets and video links. A video of celebrity chef Guillaume Brahimi (@GuillaumeGroup) baking his famous soufflé proved popular, attracting users keen for tips on making the perfect soufflé.
@VirginMobileAus used the Twitter Audience Platform to extend the campaign’s reach beyond Twitter to users of popular mobile apps. Users could engage with the content with a simple tap. Videos distributed through the Twitter Audience Platform achieved more than a 30% view rate. Users could also Retweet and Like content directly from the Twitter Audience Platform ads, further increasing the reach of #mealforameal.
@VirginMobileAus used the #mealforameal hashtag to communicate its primary message — that for every meal photo uploaded with the hashtag, a meal would be delivered to someone in need. The brand also used #mealforameal as its Promoted Trend to grow awareness of the cause. It targeted foodies and people interested in charitable causes to generate engagement.
@VirginMobileAus worked with Twitter to find the best targeting options to find people who would likely be inspired by the #mealforameal drive. The brand used interest targeting on diverse topics like "bed & breakfast," "Italian cuisine" and "elder care." @username targeting extended the reach of the campaign to followers of food-related television shows like @masterchefau and charities like @MissionAust.
It was lovely to see people's excitement about the campaign and to know they feel the need to give back... It wasn't just the number of participants that I enjoyed seeing, but the sheer positive sentiment around the campaign. It was great to have conversations in real time with fans and influencers across Australia.