Own The Right Real-Time Moments, Achieve Brand Favorability With Twitter Advertising
April 8, 2015
People flock to Twitter when they want to learn about and comment on stuff happening right now. To illustrate, there were more than 618,000 tweets every minute during the 2014 World Cup final between Germany and Argentina. Launching quality, relevant tweets into these high-volume Twitter conversations can be an effective way to fortify media investments and achieve brand favorability.
Case Study: Global Coffee Brand Owns National Coffee Day
A major global coffee marketer wanted to build awareness for a new roast.
Recognizing thousands of people would be tweeting about coffee on National Coffee Day, the marketer partnered with SocialCode’s Advanced Solutions to create two Promoted Tweets (one Vine and one still image). The messaging urged people celebrate with a complimentary cup of the brand’s new roast. Our team then targeted the Promoted Tweets to people using the hashtag #NationalCoffeeDay.
We beat the marketer’s engagement goal by 1.25x, achieving more than 10,000 retweets and favorites as well as nearly 500 replies. The viral retweeting achieved added reach at no extra cost. We analyzed replies through our content analytics tool MessageOptics and found 95 percent were positive, expressing appreciation for the offer.
Case Study: F500 Beverage Brand Owns Major International Sporting Event
A Fortune 500 beverage marketer was the premier sponsor for a multi-week professional sporting event. The marketer wanted premium visibility for its brand in front of those talking about the event online.
The marketer partnered with SocialCode’s Advanced Solutions to launch a Twitter Amplify campaign. We used Promoted Tweets to serve short clips from the event’s TV broadcast, along with branded pre-roll. We combined unique creative, embedded directly in the feed, with battle-tested targeting.
- 140,000 more video views and a cost per video view $0.08 less than the marketer achieved during the same event in 2013.
- A 1.5x higher video view rate than the marketer achieved during the event in 2013.
- A 1.3x lift in engagement rate compared to the Amplify benchmark for the sports vertical.
- An 80 percent video completion rate. The first five seconds of every video clip was occupied by branded pre-roll, creating hundreds of thousands of brand impressions associated with the popular sport.
Keys To Owning A Real-Time Moment
1. Make sure you belong: These campaigns worked because the marketers contributed relevant brand content.
2. Test early and often: Some brands, for example those sponsoring weeks-long events like the Olympics or World Cup, belong in ongoing real-time moments. In these cases, use early campaign insights to improve performance during the event climax.
3. Capitalize on great native experiences: Deploy tools that delight users (native video and Vines) without the friction of driving to offsite content.
4. Have a clear call-to-action: Whether prompting people to redeem a free coffee or asking they share clips of a victory celebration, both of these examples made the desired action clear.
5. Plan ahead: Mobilizing a real-time campaign in actual real time is a logistical challenge for any brand. Consider pre-crafting tweets and serving them as if in the moment.