Keen to raise awareness with millennials of both the flexibility of Philadelphia (@PhiladelphiaUki) and of the custom-made recipe content produced in 2021 by BuzzFeed UK (@BuzzFeedUK), Mondelēz (@MDLZ) looked to Twitter.
In seeking to inspire a younger millennial audience to appreciate the versatility of @PhiladelphiaUki, @MDLZ chose to run a year-long campaign in 2021 with @Proper_Tasty — the popular food brand from @BuzzFeedUK.
@MDLZ decided to complement the campaign by running a Twitter Amplify Sponsorship to extend it through the year and ensure the custom recipe content from @Proper_Tasty reached a wider audience of recipe-hungry millennials. It opted to activate this sponsorship once a quarter across the year.
The Amplify campaign joined @PhiladelphiaUki video pre-roll with Twitter edited videos of BuzzFeed’s Philadelphia recipe content. This was combined with a wider selection of contextually relevant foodie and recipe videos from BuzzFeed’s vault.
This Amplify Pre-roll content meant that @PhiladelphiaUki was able to turbo-boost an integrated cross-platform approach that made the most of partner-produced content.
“We were really pleased to expand our ongoing partnership with Philadelphia this year to include Twitter Amplify Sponsorships, which offered a new platform to reach and engage Millennial foodies at scale. The campaign has delivered excellent rate efficiencies, beating Twitter's benchmarks,” Casey McDevitt, Commercial Director, Europe, @BuzzFeedUK, said.