With 37 million Tweets1 related to technology in the APAC region annually, Twitter is truly the home to tech conversations. Cisco acknowledged that its ITDMs audience belong to this influential tech community on Twitter, who used the platform to follow the news, product releases, and events related to the forefront of transformational technologies.
To address the challenges with the ITDMs audience, Cisco Live needed a format that would immediately capture their attention when they were browsing. Partnering with Twitter, Cisco determined the ideal formats to capture the ITDMs’ short attention span regardless of the environments they are in: live-streaming and live engagement.
Cisco developed a launch plan across three phases: Tease (Pre-event), Reveal (Live-event), and Reinforce (Post-event).
In the first phase pre-event, Cisco drove registrations using the innovative auto-responder format: the customised Like to Remind which gave the audience reminders via push notification when the keynote sessions started. The objective was to create excitement and anticipation among those not attending the event in-person.
Phase two occurred on the day of the event, where Cisco ran Promoted Trend with First View to drive mass awareness of the live-streaming and the event hashtag. Cisco also had a dedicated Event Page, and used live video which live-streamed the keynotes to a broader APJC audience via Cisco’s Twitter handles across the region: @ciscoapac, @CiscoANZ, @cisco_in, and @Cisco_Japan.
To make the conversations more lively, a custom branded emoji was also created to accompany the event hashtag #CLMel. To encourage audience engagement during the event, Cisco used Media Polls, which also allowed the brand to receive real-time feedback on the content being streamed.
In phase three, Cisco used Like to Subscribe to take the conversation beyond the event where exclusive content and offers were sent to those who opted in when they engaged with the Tweet. Cisco also retargeted the specialised offers and content to those who had previously engaged with the live video and Like to Remind Tweets. This gave the audience access to the event's content, even if they didn’t watch the event live.