Although Twitter does not achieve the figures that we can see on Instagram or , it is still one of the most influential within the digital ecosystem. In this way, it has become the favorite place for users to discover what is happening in the world or with their brands, or simply in a space where they can join the public conversation and express their opinions.
Precisely based on this community interest, Twitter is an ideal place to connect with consumers and promote advertising campaigns. That said, the platform has collected in its a series of agency campaigns, which the social network team considers to have been the most outstanding of the year. Posing as one source of inspiration for next year’s Twitter Ads campaigns.
The most inspiring Twitter Ads agency campaigns of 2021
We started with a campaign related to health, and the only one highlighted by Twitter that corresponds to a Spanish brand. Together with the Arena Media agency, the Spanish Association Against Cancer developed an awareness campaign about this disease. It sought to show the reality of those who have suffered or struggle with cancer and provide a space for those who want to tell their stories.
In 2020, we have set ourselves a challenge: to visit different cities to uncover the reality behind cancer. Which is yours?
— Spanish Association Against Cancer (@ContraCancerEs)
Talking about a disease that is culturally associated with death can become difficult and become an additional burden for those who suffer from it. For this reason, based on the premise #Call it Cancer, the association opened a space to express freely about it precisely during World Cancer Day.
Using a Timeline Takeover model, that is, placing the ad at the top of the timelines as the first ad of the day, the campaign achieved an estimated 2.6 million impressions. In addition, they used different tools, and even presented three different sets for the ads, in order to present a varied and complete campaign strategy, which resulted in a rate of 1.60%, with the interaction of 42,454 users in your tweets.
This campaign was rolled out in the United States with the intention of connecting and taking the lead in the public conversation around National Milk Day. For it, got milk?the California Dairy Manufacturers Association, partnered with advertising agency Gallegos United. As a result, an advertising campaign dedicated to promoting greater positivity to Twitter users, associated with the brand and dairy products, was launched. To do this, the brand focused on two aspects: nostalgia and personalized messages, or how they were presented in the campaign: Milk Grams.
In this way, playing to present a tribute to the old delivery men, the association published through Twitter Ads images of milk bottles with positive messages, such as: “I know why someone smiles today.” Also, many other brands like Chips Ahoy!, Cereal Society or even Airing, joined the thread of the campaign generating fun interactions and boosting its impact. figures like Mario Lopez or bts they also participated in the course of the campaign, thus achieving greater visibility for it.
As a result of all this effort, the campaign managed to generate an estimate of 6.8 million tweet impressions under the hashtag of #NationalMilkDay. Likewise, 35% more positive sentiment was achieved about this day, compared to the previous year.
SiriusXM Canada is an audio format entertainment company in the Canadian market. In conjunction with its partner agencies, Society@me, Media Experts and Conflict, the company launched a campaign promoting its free access streaming platform. For this, they used the trend takeover ad format, whereby Sirius XM ads would appear alongside that day’s trends on Twitter.
Another notable point of the campaign is its focus on making the stay at home more enjoyable, as it was launched during the mobility restrictions of 2020. Thus, under the slogan of “Take advantage of home” and the hashtag narrative #quarantines, the company invited its audience to stay at home, complying with security measures. While at the same time they took the opportunity to enjoy the free offer of their platform.
Make the most of home and stream 300+ channels of FREE on SiriusXM until May 31.
— SiriusXM Canada (@siriusxmcanada)
This campaign, based on its use of trends, managed to generate a particular impact reaching 2.5 million impressions during its 24-hour duration. However, this figure refers exclusively to the impressions of the tweets, because if we talk about the trends, these rise to 8.1 million. On the other hand, his #quarantines it garnered around 1,000 uses during the campaign rollout.
Al Faris Rent a Car together with Say Marketing launched a campaign in Saudi Arabia focused on the National Day of this country. It was focused on creating better connections with the community, as well as expanding the brand’s target audience to other sectors.
The success of this campaign stems from the promotion strategy they used, which was based on a contest for Twitter users in which they could be awarded a completely free car rental for a whole day. The acceptance of the campaign was such that reached more than 1.6 million impressions during the course of it, and around 5,200 likes. Likewise, the Saudi company managed to earn some 3,500 followers with this campaign, with an engagement rate of 4.2%.
To achieve these levels of acceptance, the campaign also used a guiding principle to reach the most relevant figures. Being these people, users who had shown interest in renting a car, users who interacted with their previous tweets and those who joined the public conversation about the National Day of Saudi Arabia.
GettyMuseum is a global arts organization headquartered in Los Angeles, California. This, together with the agency of Hawke Middle created a campaign to publicize their first virtual presentation called “The OD Dyssey”. A 5-episode miniseries for the whole family, featuring a hilarious re-imagining of the classic Homer.
Getty’s presence on Twitter is constant, since he uses the social network as a publication channel to talk about art and thus connect with his public.
The ODDyssey hilariously chronicles Homer’s epic tale in five whimsical webisodes. Binge available episodes now:
— Getty (@GettyMuseum)
However, the campaign focused exclusively on the miniseries to be presented, offering teaser tweets about each chapter to raise the interest of users. Likewise, it also presented other approaches, such as recapitulations of the previous chapters for those who had missed something and surveys about them, generating a greater degree of interaction.
Finally, Getty and Hawke also took advantage of Twitter’s tools to bring back those users who had engaged with past campaigns, allowing them to achieve a engagement rate of 14.25%which translates into a 65,628 participations in their tweets by users and a CPE as low as $0.04.
Teenagers and healthy food do not always seem to be an optimal combination, but the French company Pom’Potes and the agency social-club managed to create a successful campaign covering this combination. “I like you, but I can’t stand the sound of your mouth… This is the solution” It is the center of this campaign where Pom’Potes highlights its fruit compotes, which do not generate annoying noises when eaten.
In its tweets, the French company invites users to interact with the publication by offering help for those cases in which a loved one makes annoying noises while eating. The campaign consisted of three high-quality short videos, showing the daily life of a teenager. And, to optimize video engagement, they opted to have Twitter Ads promote the best-performing ad of the three, reaching an estimated 30 million views between the three videos.
Another of the outstanding campaigns was the one presented by the Saudi agriculture company Al Watania and the advertising agency Sama Meridian. With this, the companies hoped to create awareness of the agriculture company, while attracting new customers and improving sales.
To achieve this goal, the campaign presented a video about the tomato harvest season in Saudi fields. In addition, they incorporated a human factor into the campaign, with the presentation of workers in their daily work. With which they managed to promote the interest of a community that can feel identified with them.
That said, the company achieved the expected result as the campaign fostered a 50% growth in sales. This compared to what was achieved through advertising in other media. In addition, they used other Twitter tools, such as the chat buttonwith which they achieved a engagement rate of 44.22%.
These last two years have been a very difficult time for health professionals, especially for nurses who were on the front lines with the virus. In response to this situation, the sports brand Hoka and the ad agency jelly fish launched a campaign to celebrate the work of these professionals and generate consideration within the public conversation.
HOKA footwear is designed with maximal cushion – it’s no wonder they’re increasingly popular with professionals who spend long days on their feet. Learn more and shop below. It’s Time to Fly™.
— HOKA (@hoka)
As a sports brand, Hoka usually focuses its strategies towards athletes, but during the Covid-19 situation, health workers were the most prominent figures due to their hard work. Therefore, based on this, the company decided to join the general conversation of support for these workers.
With the Hoka and Jellyfish campaign they managed about 4.5 million impressions. Results obtained thanks to the use of Twitter tools, such as: keywords, interests and topics of conversation.
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