TECNO Mobile (@tecnomobile), a global premium smartphone brand, wanted to continue building brand awareness and increase positive customer sentiment following the successful launch of their advanced selfie phone — TECNO CAMON series — best known for its premium camera technology for the mass audience.
When the Manchester City Football Club (FC) was crowned champion of the 2017-2018 English Premier League (EPL), @tecnomobile, as the official partner of the Manchester City FC, immediately seized the opportunity of this partnership to launch a campaign called #ItTakesObsession on Twitter. TECNO Mobile aligned this campaign with Manchester City FC’s motto of “Pride in Battle,” and its brand value of providing high-quality craftsmanship in the smartphone category to connect with its target audience on Twitter, through brand association with a well-known football club, to evoke emotional brand resonance and elevate its brand image in the industry.
@tecnomobile partnered with Twitter to reach their tech-savvy and football-loving audience in the brand’s key regions — Africa and Southeast Asia — through a Twitter campaign, #ItTakesObsession.
Firstly, TECNO Mobile launched the campaign on Twitter with a video, using First View where the promoted video appeared on the first ad slot on Twitter’s timeline. This extended the campaign message distribution from linear television to digital platforms. In conjunction, the brand used Promoted Trends to boost the campaign hashtag #ItTakesObsession on Twitter, where the promoted campaign hashtag, #ItTakesObsession appeared at the top slots of the “Trends For You” section in the timeline and Explore tab. This enabled TECNO Mobile to display their campaign’s brand story in a highly visible position and gain massive awareness across Twitter’s audiences.
The brand used Twitter Conversational Cards to encourage creative user-generated content associated with the campaign’s hashtag, by rallying their target audience to share personal stories of engaging with their passions in the spirit of craftsmanship. Lastly, to further stimulate conversation on the platform, a branded emoji was designed to appear with the hashtags #ItTakesObsession and #TECNOmobile whenever they are used in Tweets, driving the conversation in a visually appealing and authentic manner. The customised hashtags and emoji brought out an interactive element that engaged the audience to express mentions of the brand and their products.