Case Study
How @Commbank owned the conversation on International Women's Day and maximised impact during the #T20WorldCup Final
Key Results
2.8M
Impressions
5X
higher CTR than Twitter benchmark
1.52M
trend impressions
51.92%
view rate exceeding the Australian benchmark
The opportunity
CommBank (@CommBank) is Australia's largest bank, serving millions of customers every day. As long-standing partners of Cricket Australia, CommBank has played a significant role in amplifying the sport, from the grassroots level to the National teams.
As proud supporters of the Australian Women’s cricket team for the last 21 years, @CommBank found the perfect opportunity to build a national conversation and build a stronger affinity with cricket fans using the power of ICC Women's #T20WorldCup held on International Women’s Day 2020 at the MCG.
The strategy
As fans flocked to Twitter for the Australia-India finals, CommBank leveraged the IWD conversation to celebrate women in cricket.
With the goal to drive positive sentiment, deepen its association with the empowerment of females and women’s cricket, and connect with passionate fans, @CommBank turned to Twitter. Why? Because Twitter is the roar of the stadium. From the MCG sidelines to couches at home, fans and players from around the world took to Twitter to cheer on their favourite team, with CommBank leading the way with “C’mon Aussie!”
Connecting with key tournament moments was important to CommBank, as they're huge drivers of conversation on Twitter. The first moment was 21st February — Australia's first match and the opening match of the #T20WorldCup. The second key moment was #IWD and the #T20WorldCup Final, both on 8th March.
As part of its social approach, CommBank leveraged Twitter's 24-hour takeover product — the Promoted Trend Spotlight and First View — across key campaign moments. With conversation and platform usage growing during each day, CommBank drove brand impact across Twitter's Home timeline, Discovery tab, Trending Topics tab, and Search tab all at the same time.
As the history-making day kicked off and fans came to Twitter to stay up to date with cricket news, CommBank’s content was positioned at the top of timelines at the moment when it mattered the most.
01
Capture attention with First View and Promoted Trends.
With premium placement on Twitter, CommBank reached out to its audience at the right time with First View and Promoted Trends to maximise its reach. Fans responded and joined in with CommBank to cheer for their favourite team.
02
Spark conversations with video.
A video with distinctive editorial snippets of some of the best moments from the tournament brought fans to the edge of their seats and complemented the organic conversation on ICC Women’s #T20WorldCup.
03
Own the moment with Spotlight.
CommBank used full-width creative on Spotlight, the premium real estate of Twitter’s Explore tab. With Spotlight, CommBank shared a dialogue with its fans at a moment when it mattered the most.
The Success
As Australia took the trophy home, CommBank became one of the most talked-about brands on International Women’s Day and ICC Women’s #T20WorldCup. The brand was successful in building affinity with fans and celebrating the spirit of International Women’s Day.
With over 2.8M impressions the campaign drove a highly positive conversation online. Powered by Twitter’s unique solutions, the campaign garnered over 1.5 million trend impressions, with a 5X higher CTR than the Twitter benchmark, allowing CommBank to maximise its engagement on this iconic day.
By striking a dialogue with Twitter’s receptive and influential fans, CommBank successfully celebrated the spirit of women’s cricket.
Solutions Used
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