It’s a seasonal special across this month as brands roll out their Christmas campaigns and deliver some sparkling creative gems to Twitter. We have great uses of Conversational Video, custom emojis, as well as First View, Promoted Stickers, Gifs and Periscope.
- France
This Christmas season, @Orange_France has created a variety of activations on Twitter, all gathered under the #BigNoel (“Big Christmas”) hashtag and custom emoji. The brand revealed its holiday ad first on Twitter, thanks to an Instant Unlock card.
Thanks to a beautifully-designed ScratchReel, sports brand @Quechua has showcased the “green” side of its products. It helps cleverly highlight how the brand’s new #Forclaz50 running top is entirely made of recycled bottles.
- Germany
In Germany this month @vodafone_de became the first brand to use Promoted Stickers using the hashtag #Vodafoneyourstyle. It promoted a number of Tweets as part of the campaign encouraging millennials to add a sticker to their pictures on Twitter.
Supermarket EDEKA took advantage of handleless ads to extend its Christmas TV spot to Twitter. This highlighted how brands can advertise on the platform without creating an organic profile.
- Netherlands / Belgium
In the Netherlands, @WarnerBrosNL launched its latest blockbuster movie #FantasticBeasts on Twitter with First View using Conversational Video with Auto Reply and Custom Emojis. By participating, people on Twitter could win tickets for the black tie movie premiere event.
The biggest webshop in the Netherlands @Bol_com kick started the holiday season with its debut use of First View. It created a humourful video campaign around #VivaSinterklaas. The campaign used the local Dutch tradition of Sinterklaas, which is celebrated on December 5th, and is similar to Santa Claus.
- Italy
In a partnership with (Red), Piaggio Group launched a campaign supported by two of its scooter brands: @Vespa_Official and @ApriliaOfficial. Together they launched the #iRideRED campaign, which used Conversational Video with a Promoted Trend plus First View. For every bike sold $150 went toward supporting (RED) activities.
- @SkyTG24
@SkyTG24, the first Italian broadcaster on Twitter with more than 2.6M followers, followed the US election night live with a highly successful Promoted Trend. It used the hashtag #SkyElezioniUSA updating users about news coming from the US in real-time using engaging creatives including polls, images and videos.
- Spain
The premiere of @loterias_es’s annual Christmas TV ad is always a hotly anticipated event in Spain. This year the lottery brand used the hashtag #21deDiciembre and Periscope to live stream the unveiling of the ad, allowing it to share the exclusive moment and spread excitement about the event via Twitter.
To promote the brand’s digital transformation and share its new positioning with the public, @Telefonica launched its “Galaxia” campaign around the hashtag #EligeTodo (#ChooseEverything). Appealing to directly to the emotions of people on Twitter, the campaign highlights how easy it is to grow your world when you choose to connect yourself to everything.
To amplify its reach @Telefonica worked with Spanish celebrities including chefs and athletes who helped spread the message by referring to their personal experiences and how they had to choose to grow their world.
- United Kingdom
Marks & Spencer (@marksandspencer) provided a great example with its Christmas campaign of the many ways brands can use Twitter to reach shoppers by supporting its main TV ad with a raft of different creative executions. These include GIFs, short videos, images, and showing how to creatively engage with consumers.
You can find all the Tweets mentioned this month in our Twitter Moment here.
