Marketing

Smashing it on Twitter — August’s 7 creative highlights

By Gordon Macmillan
Saturday, 8 September 2018

This is our final summer roundup of 2018, and it is a strong one with a diverse range of creative campaigns, which landed on Twitter during August.

From entertainment, mobile, automotive and retail sectors, advertisers showed how you can succeed on Twitter by using everything product wise from emojis, to live streams and conversational video, to Heart to Remind, bots, Moments and in-stream video advertising.

Universal UK

On average we see 19 million Tweets about movies every day on Twitter - which is why stand out content is key to standing out from the crowd. This promotion for Spike Lee’s ‘BlacKkKlansman’ movie has so much going for it. Strong Tweet copy, great video and striking annotations within the video itself. The campaign also made use of a Twitter Emoji to really ensure this campaign made an impact.

 

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Samsung Mobile  

August is often the quiet month for a lot of brands, but @SamsungMobile went big in August on Twitter with the launch of the #GalaxyNote9. It was the second live stream of Samsung's flagship phone launches on Twitter. It was another cracking success for the brand, as the Note 9 debuted with over 1.4 million viewers within 40 minutes. @SamsungMobile supported the live stream with a combination of key advertising products, which helped the Note 9 live stream generate a 20% increase in conversation volume about the device compared to the announcement of the Note 8.

@SamsungMobile anchored its launch by using by Twitter’s Heart to Remind encouraging users to subscribe and make sure they didn’t miss a thing. It also employed First View, a Promoted Trend spotlight, Set Reminder Card, Live Card, and Video Website Card, Polls, and Moments. This combination of products combined to make this a truly comprehensive, all singing, all dancing launch.

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Sainsbury's

To capitalise on the massive success of the Lego collection cards last year, @Sainsburys turned to Twitter’s Heart to Remind product and achieved fantastic results. It's the perfect tactic to keep people updated. It also neatly highlights how Twitter acts as a platform for discovery, it’s where people come to find out what’s happening and @Sainsburys tapped right into that insight.

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Tesco

To celebrate @Tesco’s long-running support of LGBT+ Pride events across the UK, it extended its sponsorship to Twitter by using a bot. @Tesco’s activity shows how brands can use the real-time conversation that happens on Twitter around events to significant effect. @Tesco used Twitter by offering something around 'helpfulness' and supported London, Manchester and Glasgow Pride by producing a handy guide to pride.

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Samsung UK

August was busy not only for @SamsungMobile but @SamsungUK which supported the launch of the #GalaxyWatch in the UK with Poll cards. These drove strong engagement and delivered real-time product feedback for the brand.

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Ford UK

To launch the beautifully sporty looking new #FordMustang, @forduk used a Moment to help bring the car to life on Twitter via every angle. It allowed the brand to spotlight everything from its 5.0L V8 Engine and LED Headlights, to its Quad exhaust and futuristic new dashboard. @forduk also used a Carousel as another way to bring the #FordMustang to life on Twitter.   

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Coca-Cola

To promote its partnership with Merlin Entertainments, @CocaCola_GB is one of many brands finding success with Twitter’s pre-roll solution, In-Stream Video. In August it offered consumers a tasty 50% off tickets at Merlin summer attractions, including Alton Towers, Thorpe Park and Legoland, if they recycled a bottle.

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@gordonmacmillan

Gordon Macmillan

‎@gordonmacmillan‎

Head of Editorial, Twitter EMEA

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