Best Practices

From Pet Shop Boys to bears, monsters and romance: 11 creative wins

By Ciara Brady
Monday, 11 December 2017

We’re back this month with a bumper Christmas edition of our creative blog. We’re bursting at the seams with festive fun from brands like @marksandspencer, @CadburyUK and @JohnLewisRetail. This month we have some amazing examples of great creative activations on Twitter with Video Website Cards, custom emojis and Conversational Videos aplenty. Ready to read more about it? Well settle in with a mince pie and some mulled wine, and away we go.      

@JohnLewisRetail

When the John Lewis Christmas ad drops, you know it’s officially the start of the Christmas season. This year the brand didn’t disappoint, introducing us all to a little boy called Joe and an imaginary seven-foot monster called Moz who lives under his bed. @JohnLewisRetail kicked off the campaign on Twitter with a Promoted Video and then followed up with a nifty monster maker auto-response Tweet. By clicking the heart, @JohnLewsRetail sent users a personalised monster and a link to its monster making site where you can create your very own Moz. To top it all of, there was even a cute #MozTheMonster emoji!

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@Apple

Apple’s highly anticipated new phone the iPhone X finally went on sale in the UK at the beginning of the month. While some people decided to pitch up outside Apple’s flagship stores around the country ahead of the release, over on Twitter the clever people at @Apple used a Video Website Card to allow people to pre-order its must-have phone. By clicking on the card, Twitter users could pre-order the phone from the Apple store. So nifty.  

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Apple followed that up with this balletic beauty of a Christmas ad,  Enjoy.

 

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@Burberry

Over at Burberry we have more Christmas vibes in a star-studded Christmas campaign from the luxury brand featuring a Pet Shop Boys soundtrack. Featuring Cara Delevingne and @TheCrownNetflix star Matt Smith, the brand introduced its latest collection with a Promoted Video on Twitter directed by Alasdair Mclellan. Dear Santa, could we have all the things featured, please. We swear we’ve been good all year.

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@McVities

We love to see brands using Conversational Video, it’s a great way to get your followers involved in your creative campaigns - plus, they’re really lots of fun. This month McVities introduced its new line of tasty bikkies with a competition on Twitter that offered users the chance to win a night in Hamper. #TeamCoffee please @McVities!

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@thetimes

Next up we have @thetimes with another fab use of  Conversational Video. The newspaper used a Promoted Trend to showcase its #KnowYourTimes campaign, which it created in partnership with Channel 4. @thetimes and Channel 4 aired speed debates during ad breaks featuring journalists talking about a variety of different topics. Twitter users were invited to express their opinion via Conversational Video Cards like the one below.

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@JDOfficial

@JDOfficial was back in November with its #Undisputedchristmas campaign. The brand had lots of strong activations on Twitter including a cute custom duffle bag emoji, a Promoted Trend on the day of the campaign launch and this Tweet to Unlock Video , which offered sports fans the chance to win a whopping 1000 in JD sports vouchers. The brand also used a First View to make sure the campaign video was the first thing Twitter users saw on the day of launch. Brilliant stuff!

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@LionsgateUK

In an industry first move to celebrate #WorldKindnessDay, Lionsgate UK offered the public the opportunity to see “Wonder”, for free in over 300 cinemas nationwide for one day only - making it the largest complimentary public preview event to take place. As a rare treat to audiences, the screening event was held in advance of the film’s world premiere and two weeks before the film’s theatrical release in the UK. @LionsgatUK used a Promoted Video featuring the stars of the movie to let fans know of its super kind offer. Well done Lionsgate.

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@CadburyUK

This month Cadbury was back with its annual Christmas campaign #Cadvent. Twitter users were in with a chance to win some chocolate goodies, a surprise gift or a festive movie. What a treat. To win users simply had to reply to the @CadburyUK Tweet using the #Cadvent hashtag and their chosen Christmas wish. Cadbury replied to winners on Twitter to share the good news before posting out their prize. Pass us the Roses please.

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@Sainsburys

Another brilliant Christmas ad for you, only this time it’s from @Sainsburys. This year the ad features people from around the country singing along to a specially written catchy festive song and features a very special appearance from Kermit the Frog. On Twitter, the brand ran a Promoted Trend and First View on the day of the campaign launch to make sure people on Twitter were certain to see the video. Don’t miss the super cute #EveryBitOfChristmas brussel sprout emoji either.

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@PayPalUK

November isn’t just all about Christmas ads though you know. Just check out this great video from @PayPalUK. It tied the launch of PayPal One Touch to mega shopping moment Black Friday with a Promoted Trend and First View. We loved this fun video!

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@marksandspencer

And finally, who doesn’t love a Marks & Spencer Christmas ad? This year it was made even more special by a little bear by the name of Paddington. The brand launched its ad with a Promoted Video and a paw print with heart branded emoji.

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It followed that up last weekend with another Paddington special moment. For 48 hours Paddington was given control of the Marks & Spencer Twitter account, responding to all the brilliant messages from fans up and down the country. Of course, #lovethebear.

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@ciar_ra

Ciara Brady

‎@ciar_ra‎

Content Strategy, Twitter EMEA

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