Use innovative tools to share a story.
@AWCanada used Promoted Video to tell the story of the character, Ryan, and quickly capture the attention of burger fans on mobile devices. Twitter’s autoplay allowed @AWCanada to deliver rich video clips that automatically played, without volume, in timelines across Twitter, increasing the impact and engagement. Users could click on the media to enter full-screen viewing with audio.
Entice influencers who share your brand values.
@AWCanada wanted to bring back the comedic brand ambassador and rally the support of existing and new users on mobile devices. The quick-service restaurant created humorous content to drive awareness and build brand affinity among Canadian adults. To maximize participation among a broad audience, the brand focused the campaign around the hashtag #awwwyeah, reflecting the feeling of sinking your teeth into a juicy burger. @AWCanada then used keyword targeting such as "burger," "hungry," and "comedian," and the @usernames of competitor brands.
Optimize content specific to the platform.
@AWCanada needed to find a way to engage users on their mobile devices. The brand created a series of short-form videos, optimized for mobile, quickly grabbing the interest of fans on handheld devices. To further increase engagement, the brand offered coupons to mobile users that wanted to "Help Ryan out by claiming 1 of 100,000 free Sriracha Teen Burgers."
Our strength in this campaign was our social media-first mindset. We created short clips that made sense without sound and all content was tailored to the mobile experience. You have to think about the content and platform, where it’s going to live, and then optimize it for that platform. As a result, the campaign on Twitter exceeded our expectations.