Customise topics to reach a target base.
Having analysed daily conversations and trending topics on the platform, @Orange_Polska incorporated a series of hashtags to its Promoted Tweet messaging. Using organic trending topics such as #100faktowomnie (100FactsAboutMe) and #MTVhottest allowed it to engage in conversations that were popular with its target demographic whilst also highlighting the offer.
Use multiple targeting options.
To reach a younger demographic, @Orange_Polska used a combination of keyword targeting of terms like friendship, happiness, love and social media. It also used @username and interest targeting to reach followers of celebrities, pop stars and comedy lovers.