Case Study

Aberdeen Asset Management uses Twitter Amplify to reach millions of golf fans

Key results

The opportunity

As title sponsor of the Aberdeen Asset Management Scottish Open, saw an opportunity to extend their relationship with the European Tour beyond TV. Aberdeen wanted to take advantage of the Tour’s access to great video content, sharing highlights with their target audience through Twitter.

The strategy

used Twitter Amplify to combine a pre-roll message with near-live footage from the tournament. Aberdeen then sponsored the ’s Tweets of the footage – reaching all of the ’s followers, plus their own targeted audiences of golf fans and financial professionals.

Make more of a sponsorship.

Using Amplify, enhanced their reputation as a forward-thinking sponsor, at the same time promoting the Aberdeen Asset Management Scottish Open as one of the strongest and most prestigious events on the European Tour calendar.

Add star appeal.

Emotive pre-roll featured previous Aberdeen Asset Management Scottish Open winners Phil Mickelson, Justin Rose and Rickie Fowler. Footage of these high-profile stars drew in viewers, and highlighted the calibre of the event’s champions over the previous three years.

Target key audiences.

Using a variety of keywords and interests along with geo-targeting, were able to reach beyond ’s followers, bringing the Aberdeen brand to millions of golf fans and financial professionals in the UK and USA.

The success

From twenty Twitter Amplify Tweets over four days, generated over three million impressions with over one million video views. The average video completion rate reached 64.28%. The US finance audience, a key target market, saw the highest view rate, with over 446 thousand views. Costs per view ran between £0.01 to £0.02 across all campaigns.

With Twitter Amplify, Aberdeen Asset Management could serve branded content to a pre-selected target audience of three million. Together with the , we were able to put the Aberdeen brand at the centre of the conversation in a natural and unobtrusive way.

Jill Maxwell, Group Head of Sponsorship, Aberdeen Asset Management

Solutions used

Expanding reach

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Audience targeting

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