Marketing

#TwitterForBrands - 4 Creative Wins: From Big Macs to cat walks

By Gordon Macmillan

Each month we highlight great creative marketing on Twitter, to showcase how brands are using the platform to launch new campaigns and connect with consumers. 

This month we feature four of the best from McDonald’s UK, Cadbury, EE and Burberry.

McDonald’s UK

To kick off 2020 McDonald’s UK (@McDonaldsUK) launched a Big Mac Promotion with a spin for the release of its Big Mac Sauce. 

What’s good

By combining a First View with a Promoted Trend, @McDonaldsUK showed how to make great use of enticing short videos on Twitter. 

The approach helped it rack up thousands of Tweet engagements and video views. Oh and check out that lovely branded emoji (click on the Tweet to view). Tasty.  

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Cadbury

An excellent example of brand innovation is this Cadbury's Hot Chocolate campaign. It shows how the brand got people to think again about the product and come up with some creative takes @CadburyUK’s Hot Chocolate. 

What’s good 

@CadburyUK created an emoji engine and shared it via Promoted Tweets. Customers could then pair Cadbury's hot chocolate with their chosen favourite food Emoji and receive a personal recipe in return. 

There was strong Tweet engagement and a lot of love with this short looping video. It shows what you can achieve in three-seconds. The video follows best practice with persistent branding and a soundoff strategy. 

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EE

Twitter is great when it comes to connecting with what’s happening, and glittering nights like the BAFTAs really bring that home. @EE live-streamed a pre-red carpet event for the BAFTAs with Twitter. 

Highlights included Maya Jama, wearing the world’s first 5G powered AR dress, and it gave @EE the chance to highlight its new 5G technology.

What’s good

The brand shared a wealth of video content on the night as it chatted with the stars on the red carpet, while the live stream attracted more than 2M video views. A crucial part of this campaign was not only its strong first Tweet, which served as a good teaser, but the use of Twitter’s Like To Remind to help drive tune in.

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Burberry

Most people can’t attend @Burberry’s London Fashion Week show, but by going live on Twitter, a significant audience can be right there in the room as the event unfolds.

What’s good

The brand used a Like to Remind to drive awareness, resulting in thousands of Tweet engagements. On the day of the show, @Burberry used a Spotlight Trend, which helped to generate 1.3M video views. 

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@gordonmacmillan

Gordon Macmillan

‎@gordonmacmillan‎

Head of Editorial, Twitter EMEA

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