@HeadShouldersTR used over 100 different videos throughout its campaign, including split-screen videos tailored to its Conversational Ads. Bringing the tournament action directly to people’s timelines was a smart play to win basketball fans’ attention.
Conversational Ads feature call-to-action buttons that let people Tweet your content. In turn, their followers can spread the message further — and so on, to a wide and highly engaged audience.
Setting up auto-replies for people who had Tweeted with the Conversational Ads ensured the one-to-one conversations continued. And by using Website Cards in those replies, @HeadShoulderTR provided another simple mechanism for people to engage with its brand.
With its strategy to engage fans throughout the tournament, @HeadShouldersTR took advantage of the widespread playoff conversation on Twitter, and claimed a large share of it.
Team sports like basketball have passionate audiences who feel unity and competition intensively. We thought that triggering those passion points is essential to create a sport marketing mechanism, and Twitter is one of the best options to create viral conversation through its Conversational Video.