Reach the audience most likely to engage with your content.
The campaign used a combination of targeting by keyword, TV conversation, and followers of the Roastee (@justinbieber). The campaign also targeted the followers of the Roasters, including @snoopdogg, @Ludacris, @MarthaStewart, @SHAQ, @realjeffreyross, @chrisdelia, @hannibalburess, @natashaleggero, and Roastmaster @KevinHart4real.
“Twitter gives us a way to engage with our fans and join the conversation in real time,” says Shawn Silverman, VP of brand marketing at Comedy Central. “Twitter’s precise targeting allowed us to reach fans of Justin Bieber, fans of the Roasters, and people who were talking about the Roast, driving them all to download the app.”
Incentivize action with exclusive content.
After the #BieberRoast premiered on Comedy Central, an extended version of the special was available exclusively on the app.
“Immediately after the Roast aired, we released an extended and uncensored version exclusively on the app,” Low says. “We used keyword targeting to identify fans who were watching and Tweeting about the special. This method made it possible to offer up the premium content to a highly interested audience. Twitter was the best platform for us to reach them as the conversations were happening.”
Engage with rich media.
@ComedyCentral had a wealth of creative assets for the campaign, including custom images of Justin Bieber and photos of talent who had used the Twitter Mirror on the red carpet. In the Image App Card creative, @ComedyCentral used still photos of the comedians and talent roasting Bieber and the custom images of Justin Bieber.
“People on Twitter are scrolling through their feed looking for content, giving us the perfect place to promote our app,” Silverman says. “We have a highly captive audience on Twitter, and the ad creative gives us a great opportunity to use engaging content to reach comedy fans in their timeline when they’re in a discovery mindset.”
Twitter’s mobile app promotion product suite enables us to connect with fans when they are most likely to engage with our Comedy Central app. By leveraging granular targeting, paired with creative that promotes exclusive video content found in the app, we’ve seen exceptional performance.