Share an enticing trailer.
With Promoted Video, @TakePart created a short teaser of its mini-documentary to draw people into its story and drive click-through to view the full video.
“We created the most bite-size representation for Twitter. The clip we chose was a cliff-hanger to get people interested and prompt them to want to see more,” says Sheldon.
@TakePart used a high-quality, attention-grabbing thumbnail image to give Twitter users a representative preview of the video content. It included the @username of the video’s starring athlete in the Tweet copy as well as its campaign hashtag (#EqualPlayingField) to organize the conversation around the content for Twitter users.
Align with real-time events.
To maximize engagement and relevancy, @TakePart connected its campaign directly with a popular global sporting event, the Women’s World Cup. It live-Tweeted each game with the hashtag #USA and combined this organic activity with Promoted Tweets to extend its message to the right audience in real time. For example, when @ChristenPress scored a goal in the second half of the first game, @TakePart optimized its targeting to appear at the top of search results for her name, tapping into the real-time conversation and interest in the player.
“The timing was perfect because we were able to tap into a cultural event that brought to light the social issue we wanted to highlight,” says Sheldon. “So as people were rooting for their team and favorite athletes, our content was relevant, and it was something people wanted to share and be associated with. Influencers we partnered with shared the content, and it grew and grew, making our investment go further.”
@TakePart also used Twitter emojis related to the Women’s World Cup in its Tweets.
“These emojis offered another great visual component that made Twitter users stop and pay attention. On Twitter, it can be hard to break out and get attention, so that was a huge way for us to capture interest,” says Rachel Kraus, TakePart’s social media specialist.
Target the right audience.
@TakePart used interest, keyword, and @username targeting to engage the Twitter users most likely to be interested in its content and inspired to take action.
“With Twitter targeting, we were able to nail down Twitter users who had been fans of women’s soccer for a long time as well as Twitter users who were just entering the conversation around the World Cup,” says Bryn Jura, TakePart’s media manager. “We were able to connect our content with sports fans and Twitter users similar to these fans as they were talking about women’s soccer. That was the best way to create action.”
With Promoted Video, we were able to cut through all the noise around an event that was of global interest and connect with Twitter users, who were particularly vocal about sharing our message and supporting the cause of women’s equality in pro sports.