Turn to live events to build buzz.
Optimize content in real time.
@rimmellondoncan included behind-the-scenes photos, closeups, Vines, and exclusive videos in its Promoted Tweets. As Tweets went live, the brand identified which type of content worked best. The on-site media team then crafted new Tweets based on what resonated most with the audience.
Partner with industry leaders to boost profile.
@rimmellondoncan turned to brand ambassador @RitaOra and partner @ElleCanada to extend its reach. It also whitelisted Tweets from @RitaOra and @ElleCanada to give authenticity to the campaign. The brand then used @username targeting to reach those following such industry leaders as @sephora, @ellemagazine, and @rimmellondonUS.
People were really excited about Rita Ora’s visit, and we were able to engage her fans in real time. We also leveraged the voice of important beauty authorities such as ELLE magazine. ... All this was possible only because Twitter is the best platform to do it.