O2’s #FollowTheRabbit campaign uses Twitter Video to engage target audiences.
@O2’s cross-channel #FollowTheRabbit campaign encouraged people to get out and explore a world of live experiences. Its centrepiece was a TV and cinema ad featuring a blue rabbit that symbolised curiosity, beckoning people to try new things.
@O2 turned to Twitter to extend #FollowTheRabbit’s reach, and target three key audiences: people interested in live music, sport or entertainment events — whether they were regular attenders, or hadn’t yet followed their curiosity.
@O2 ran a First View campaign on Twitter to launch its campaign nationally. For 24 hours, its hashtag #FollowTheRabbit appeared at the top of the UK’s trending topics list, while the first ad people saw in their timelines was @O2’s blue rabbit video.
To give its First View video even greater reach and relevance, @O2 ran it as a Conversational Ad with buttons tailored to its target audiences. People could click on the #LiveMusic, #LiveSports or #LiveEntertainment button, and they’d be able to share a Tweet of the video along with a pre-populated campaign message.
Throughout the campaign, @O2 found clever ways to get people to Tweet the campaign hashtag, in turn encouraging their own followers to #FollowTheRabbit as well.
Push your TV ad further with First View.
By running its TV and cinema ad as a First View video on Twitter, @O2 was able to reach new audiences with an existing asset.
Encourage the conversation to continue.
By adding conversation buttons, @O2 enriched its ad, making it interactive and giving it organic reach as people Tweeted it to their own followers
With its First View campaign, @O2 drove 2.1 million video views of its #FollowTheRabbit ad on Twitter. And it succeeded in encouraging people to Tweet with the hashtag — a total of 11.2 thousand times over. The campaign achieved a 1.9% average engagement rate.
@O2’s research showed that buzz about the brand grew over three times higher amongst sports and music fans in the first two weeks of the campaign, while ad awareness grew 25% higher amongst sport and music fans.
O2 believes life doesn’t come with catch-up and that nothing beats being there live. Twitter was the ideal media to communicate this ethos to our UK customers by extending and amplifying content and live experiences in real-time across sport, music and entertainment.
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