Case Study

Warburtons scores a hit by premiering the launch of its new bagels on Twitter

Key results

The opportunity

With the launch of its new bagel range, Warburtons ‎(), the UK’s Number 1 Bakery Brand* wanted to increase awareness and engagement amongst a broader audience with the social premiere of its  campaign on Twitter.

The strategy

Prior to the TV launch, created an instant impact online by using First View to unveil its  ad, which saw an outraged Robert De Niro travelling to the bakery headquarters with his gang of goons after hearing news that ‘Bolton bakes the best bagel’. 

followed this with a Spotlight Trend to drive further awareness of the ad. Launched at the same time as national TV spots, the Spotlight Trend amplified the campaign by enabling to further drive impressions and encourage real-time conversations. This was backed up by Promoted Videos to sustain awareness across the six-week campaign period. 

Alongside paid support, used organic content to build positive engagement by sharing a series of GIFs from the campaign creative and carrying out conversations with Twitter audiences from the perspective of De Niro’s goons.

The latest marketing insights from Twitter. Delivered right to your inbox.

Marketing Insights Email Newsletter Sign-Up Form

By subscribing, you agree that we may send you marketing emails about Twitter services. You can unsubscribe anytime.

Create an instant impact with First View.

By choosing First View to launch its campaign, created an instant buzz online and generated mass awareness of the  ad prior to the TV launch.

Amplify the campaign with a Spotlight Trend.

used a Spotlight Trend to spark more conversations and deepen engagement, as audiences interacted with online content as the campaign played out on national TV.

Build positive engagement with organic content.

With creative use of organic content linked to the overall campaign, generated positive engagement with online audiences and kept the concept top of mind.

The success

Overall, the campaign exceeded expectations, resulting in 7 million First View video views versus a planned 3.25 million, and achieving a total of 17.6 million Spotlight Trend impressions. And by tracking brand sentiment, noticed a significant 30% increase in positive sentiment, from 17% to 47%, throughout the campaign period.

 

*Source: Nielsen Scantrack Data 52w/e 2.11.19, Value % Share

We were sure our campaign would get people talking, so it made sense to launch on Twitter, which is renowned for sparking trends and conversation. The combination of First View to ensure the video was unmissable, and Spotlight Trend to increase engagement, delivered fantastic results.

Jennie Bearman, Digital Strategy Manager, Warburtons

Solutions used

Audience targeting

You want your message to be heard by the right person. Let Twitter’s targeting capabilities help.

Learn More

Expanding reach

Reach your most valuable audience at scale when it matters most.

Learn More