Mondelez brand belVita (@belVitaSA) wanted to generate awareness around the launch of its breakfast biscuits in South Africa. In Twitter, @belVitaSA saw an opportunity to weave its own quirky voice into people’s everyday morning chat, and engage them in conversation about making mornings fun.
@belVitaSA created a playful campaign around the hashtag #MorningWin, celebrating people who “win” at morning activities. It invited people to Tweet about their own wins, and feature in a radio jingle.
To generate widespread awareness, @belVitaSA ran a First View campaign with a Promoted Trend. This meant that @belVitaSA’s Promoted Video showed in Twitter’s top ad spot in South Africa for 24 hours. Meanwhile, #MorningWin took the top trend position.
After the nationwide exposure of its First View, @belVitaSA honed its Twitter targeting to connect with 18- to 40-year-olds in South Africa who showed an interest in topics such as yoga, breakfast and healthy living. Conversational Ads made it easy for those people to engage with the campaign and spread the message to their own followers.