Research

How brands use Twitter to launch

See seven examples of how brands launched their campaigns on Twitter.

In 2019 we saw some fantastic campaigns use Twitter as a platform to launch. They took many different approaches to what they did on the platform, but one thing united most of them: All used video in some way, and many of them took advantage of a variety of different options brands have available to launch on Twitter.

Here are seven examples of how a variety of brands launched on Twitter in 2019, and reasons for brands to use Twitter to start their campaigns. Data shows that when brands use Twitter, they see 33% more sustained awareness¹ than when they don’t. 

Why does this happen? Essentially, when your brand is on Twitter, people notice, and it sticks. When you launch without Twitter, you launch with less — a lot less.

1. First View

This is the way that brands can get their ad in front of an engaged and influential audience of millions. The best way to use First View is to run it in the first 24 hours of the launch. 

While beer drinkers everywhere know that Carlsberg’s slogan is “Probably the best beer in the world”, it was becoming clear that many of them didn’t buy into the message. 

It was so clear that Carlsberg (‎) decided to go back to the brewhouse in search of a better beer. When the time came to launch its Danish Pilsner beer, ‎ needed to reset brand perception with a brave campaign.

2. Custom emoji

Combine a custom emoji and a powerful hashtag to spark conversation. This is an excellent tool to use at launch to boost visibility and ignite and drive the conversation further. For maximum impact, boost your custom emoji with a First View and Promoted Trend too.

A custom emoji is a strong reinforcement for your campaign — in fact, we have data to show there is a 6X higher emotional connection² when you pair emoji with video.

With the launch of — trainers that light up in the dark — Adidas UK () demonstrated just how creative you can be with the format. The campaign featured an "invisible" emoji, which could only be viewed with the Twitter app in "dark mode”. Just click the video in the Tweet to see how it works.

Adidas was able to own 40% of the total global trainer conversation on Twitter during the campaign. This contributed to a whopping 5,000%-plus month-on-month increase in Adidas conversations on Twitter.3 Jog on. 

3. Promoted Trend Spotlight

Promoted Trend Spotlight is the newest branding solution available to showcase your ad launch. It’s a takeover ad placement that pairs the stopping power of video with the premium spot on Twitter’s Explore tab. 

Promoted Trend Spotlight is the first place people go to find out what’s happening. It’s where your brand can appear with your attention-grabbing video creative. 

The format offers the perfect opportunity for your brand to align with what’s happening while engaging Twitter’s audience with full-bleed, edge-to-edge media.

There are many examples of brands using this to impressive effect, including BMW UK () when it looked to boost awareness and positive emotional appeal for its i8 Roadster. The brand collaborated with Twitter to get the best out of its products and formulate a precise audience approach. 

The campaign launched with a Spotlight and Promoted Trend on the final day of the Premier League. This allowed it to connect with fans engaged with one of the football highlights of the season.

4. Like to Remind

One of the crucial roles of any teaser launch campaign is to build anticipation for the big reveal. Using a Like to Remind is a perfect way to do this.

It was a tactic that Land Rover (‎) used as part of its launch campaign on Twitter to launch the new Land Rover Defender — the highly anticipated revamp of one of its most iconic vehicles. 

To get its message across, ‎ targeted a broad brand audience who were interested in Land Rover.

5. Use creators and influencers with Twitter ArtHouse

Twitter ArtHouse helps brands connect with the right creator or influencer to ensure their campaign connects in the most engaging way. 

Porsche () wanted to build buzz around the launch of its first electric car, the Taycan. Using a takeover of the London Eye, created a Twitter handle () and used signals to send a message to Londoners that needed to be decoded.

The brand worked with Twitter ArtHouse influencers, who shared videos asking for help to decode the message. The campaign sparked hype and powered the conversation leading to the big launch, which reinforced key brand messaging and official creative assets generated during the event.

6. Sponsorship and In-Stream — don’t launch and leave

The previous steps will provide a robust platform for launch. Then it's time to maintain the momentum you've built. Sponsorships and In-Stream Video Ads are a crucial way for brands to stay top of mind and to ensure that consideration does not drop. 

Twitter has a range of products that help drive that top-of-mind awareness that is critical for brands. These include brands running six-second cutdowns of their content as pre-roll, and aligning this to a range of premium publisher content on Twitter.

Stella Artois UK () has been the official beer sponsor of Wimbledon () for several years, and last year used In-Stream Video Ads as part of a broader campaign on Twitter to relaunch its association with Wimbledon, putting itself at the centre of the early-summer tennis conversation.

7. Video Website Cards

The Video Website Card format allows people to go from seeing the video ad to taking action all in one immersive experience without leaving Twitter, helping brands to drive sustained engagement from their awareness activity.

A simple click of a customisable button will direct users to any specific webpage on your brand’s website — to find out more, view additional content, shop for products and even participate in a competition or survey.

On mobile, the video ad goes to half screen while the site loads beneath, still within Twitter itself, as the web link is pulled in directly to Twitter app. This limits the amount of “dead time” and keeps people’s attention captured when in low bandwidth areas. 

A Video Website Card can be paired with a First View to leverage the day-of-launch surge in awareness and drive immediate lower funnel engagement, as well as throughout the days and weeks following the initial launch phase to sustain interest and engagement.

The multiple BAFTA- and Oscar-winning film “1917” () used Video Website Cards with aplomb as part of its campaign to make the launch of “1917” an unmissable event in the cluttered Christmas period. 

Sources:

1. Twitter Launch Nielsen Brand Effect Studies (Sept. 2015-Aug. 2017)
2. EyeSee, eye-tracking research, US, 2017 (commissioned by Twitter)
3. Adidas data

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