Canadian telecommunications provider Fido Solutions (@Fidomobile) wanted to connect with millennials and to promote a free Spotify Premium subscription with a Fido Pulse plan. The brand’s sponsorship of the Grammy Awards and its link with sister company and media partner City (@City_tv) provided the perfect opportunity to strengthen its connection to popular music and to build brand awareness.
@Fidomobile turned to Twitter Amplify to highlight exclusive red-carpet and behind-the-scenes footage through its partnership with @City_tv. A teaser campaign was run a few hours before the start of the Grammys to spread the news of the exclusive content being offered. @Fidomobile also used event targeting, and retargeted engaged users from previous campaigns to reach people interested in the Grammys in the lead-up to the event.
Steps to success
1. Use real-time footage for up-to-the-minute coverage.
@Fidomobile ran a “war room” filled with decision makers from all stakeholders in the campaign. The team selected behind-the-scenes and red-carpet content from the Grammys in real time and sent it out via Promoted Video. It picked content that would appeal to Canadians passionate about popular music.
2. Plan pre-roll content for the right image.
With its audience in mind, @fidomobile created short, unobtrusive pre-roll content for its Grammys videos that projected a hip, cool, young image.
3. Reach an audience with event targeting.
@Fidomobile used event targeting to find and reach users interested in the Grammy Awards and, therefore, more likely to engage with the brand’s live content. The company was able to achieve better results — especially in video views — than in previous campaigns that did not use event targeting.
Fido’s campaign generated 350% more video views and earned 2.2 million potential impressions. The video view rate achieved was 1.8 times the industry average, and the cost per view was 90% of the industry average.