Marketing

Smashed it: 10 creative campaigns we loved in October

By Gordon Macmillan
Friday, 2 November 2018

We have a strong line up of great creative campaigns for you from October. It’s big on gaming, TV and cars and tech. We also have John Lewis (@jlandpartners) becoming the first UK brand to use one of our latest ad solutions - the Call-To-Action Video Website Card.  


Nespresso

First up, from @NespressoUK an excellent example of how brands can launch a campaign on Twitter and connect with their target audience. With a short snappy creative the brand used a First View and a Promoted Trend for its #NespressoTheQuest campaign. Oh, and did we mention it features George Clooney? What’s not to like.

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TV and Twitter

Twitter and TV are natural partners, and the platform is the home of TV conversation. There were 31M Tweets in the UK in the first part of 2018 about TV. That is almost two Tweets every second (1). That’s reflected in the volume of conversation that takes place on the platform about some of your favourite shows. #GBBO and the #BodyGuard are just two recent examples of shows that lit up Twitter.

In October, @Channel4 turned to Twitter to promote its hot new US space drama #TheFirst, which blasts off this month. Starring Sean Penn, the show and this video packs a punch. Another drama that always gets the conversation going on Twitter is #TheWalkingDead. @FOXtvUK used Heart to Remind to make a splash with the launch of the 9th season of #TheWalkingDead. Heart to Remind is a perfect way to ensure fans don’t miss a moment of Rick Grimes’ final days on the show.

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John Lewis

Before it launches its always hotly anticipated 2018 Christmas ad on Twitter, @jlandpartners launches its hotly anticipated 2018 Christmas ad on Twitter, the retailer has become the first UK brand to use Twitter’s new customisation for Video Website Cards. This innovative new format allows brands to offer consumers a range of calls to action. In the case of @jlandpartners, it is using the format to showcase its personal shopping service. And we all know that Twitter users love to talk about fashion.

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Huawei

October saw @HuaweiMobileUK go big on Twitter for the launch of Huawei Mate 20 Pro, its cutting-edge device that features a triple camera, 3D face unlock and an in-screen fingerprint sensor. The Chinese mobile brand used a Promoted Trend and First View to generate awareness, and a Heart to Remind to drive people to its reveal as the brand went Live on Twitter. It also combined its #HuaweiMate20Pro hashtag with a custom emoji to drive the conversation.

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Autos

Almost half of UK car buyers are on Twitter (2) and they are 30% more likely to buy a car in the next four years (3). @VolvoCarUK showed what you can do with a punchy piece of short-form video on Twitter, packing in a lot in less than 15 seconds.

Audi, on the other hand, used a Promoted Moment as part of its campaign to celebrate 20 years of its iconic TT. The @AudiUK Moment featured five artists sharing unique artwork. Fans were also asked to vote by liking their favourite.

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Gaming

The run-up to Christmas is gaming launch season, and 2018 has been a bumper year. @RockStarGames launched its highly anticipated, and already a monster hit, Western-themed #RedDeadRemption2. The game generated masses of conversation in the build up and around the launch as @RockStarGames shared teasers, trailers and great imagery as well as the strong reviews that came in. While @PlayStationUK used a Custom Emoji as part of its campaign for #PlayStationClassic, a miniature version of the original 1994 PlayStation. Finally, @XboxUK used a Promoted Trend and First View, Video Website Card for the launch of racing game #ForzaHorizon4.

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Halloween

There were some great campaigns on Twitter this #Halloween, we've rounded up a selection of some of the best for you in our look back. 

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Sources
1. Twitter Internal, January 1st - August 8th 2018
2. Oracle Data Cloud 2016
3. Twitter Autos Purchase Journey, Firefish, May 2016 (vs. NON- USERs).

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@gordonmacmillan

Gordon Macmillan

‎@gordonmacmillan‎

Head of Editorial, Twitter EMEA

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