UBS (@UBS) was preparing to launch a unique online hub, UNLIMITED*, bringing together a global network of people in search of the answers to life’s big questions.
It aimed to generate widespread awareness and interest in the website before launch, and to use its existing video assets to generate cost-effective, qualified views.
@UBS created a dedicated Twitter profile, @Unlimitedasks, to Tweet about its new content hub. It used Promoted Video in a three-phase approach. Before the launch, it Tweeted teaser videos to create buzz and curiosity. On launch day, it offered full-length videos that gave a taste of the kind of expert opinions and viewpoints offered on UNLIMITED*. And post-launch, it Tweeted video and images that would generate interest in specific stories on the site.
@Unlimitedasks aimed for a wide audience of high-net-worth and intellectually curious individuals. It ran its campaign across eight markets: Germany, Hong Kong, Singapore, South Africa, Switzerland, UAE, UK and USA. It targeted people by interests such as luxury, business and entrepreneurship, as well as by the @usernames they follow – such as @Wired, @TedTalks and @FinancialTimes.