Canada's most memorable Twitter brand campaigns & brand voices for 2018

By ‎@jamiemichaels ‎
Wednesday, 12 December 2018

Across the globe, we’re collectively revisiting at some of our favourite Twitter brands campaigns of 2018 across several categories.

In putting together this recap, a few key trends emerged that defined our most-memorable Canadian brands on Twitter this year:

  • They used strong statements, smart strategies and started a dialogue to deepen relationships with audiences across Canada.
  • They took advantage of Twitter’s audience (and the discovery mindset they are in) to launch something new, connect with what’s happening and/or build a brand voice.
  • They embraced short-form video on the platform... with the best examples clocking in at :06 or less!

With this in mind, here is a snapshot of some Canadian brands who joined the conversation and became #WhatsHappening on Twitter in 2018.

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Best brand voice: Netflix Canada (@netflix_ca)

Netflix Canada has defined a very unique voice for Twitter. It’s a voice driven by their community manager, who consistently jumps into cultural conversations with a unique sense of humour and sass.The account is know for staying fresh with their account name, often promoting the latest Netflix content in a fun, cheeky manner.

 

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Best digital to physical activation: Rogers (@Rogers)

For the launch of Ignite TV, Rogers teamed up with Twitter to provide real-time deliveries to hockey fans in Toronto for the start of the NHL season. With the simple tap of a Tweet, lucky fans could choose one of two NHL-inspired kits featuring jerseys, snacks and Ignite swag delivered to their door.

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Best C-Suite strategy: Mohamad Fakih, Paramount Fine Foods (@mohamadfakih8)

Mohamad Fakih is the founder of Paramount Fine Foods (@ParamountFoods) and a tremendous Twitter follow from Canada’s C-Suite. Sharing his views on philanthropy, togetherness and inspiration, Fakih has amassed more than 60,000 followers with his lively Twitter feed.

 

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Best banter: Vancouver International Airport (@yvrairport)

No other airport in Canada had more Twitter mentions in 2018 and with good reason! The Vancouver International Airport (@yvrairport) brings a new level of fun and self-awareness to #AirportTwitter, consistently interacting with flyers, other airports and other accounts from Vancouver and far beyond.

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Best use of live-streaming video: Sport Chek (@SportChek)

#PyeongChang2018 was one of the biggest sports hashtags of 2018 on Twitter. Sport Chek (@SportChek) was a big part of that Olympic experience, becoming the first brand in Canada to leverage Twitter Live (LEX) with promoted content during the Opening Ceremonies and the Closing Ceremonies. They also created other unique Twitter activations around the event such as a “Like to Remind” campaign to drive views to the Opening Ceremonies.

 

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Best use of creators: American Express Canada (@AmexCanada)

American Express Canada (@AmexCanada) celebrated their new brand platform with an exclusive event featuring local Canadian visual artists and more. To help spread the word, American Express Canada worked with five Canadian influencers who each Tweeted an Instant Unlock Twitter Card, which unlocked a code to get into the event.

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Best brand purpose: Bell for #BellLetsTalk (@Bell_LetsTalk)

Bell Let's Talk (@Bell_LetsTalk) is one of the most iconic advocacy programs in Canadian history, designed to break the silence around mental illness and support mental health all across Canada. In fact, the #BellLetsTalk hashtag was the most used Canadian hashtag of 2018 on Twitter with Bell donating 5¢ to mental health initiatives for every social media action on #BellLetsTalk Day.

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Best event activation - culture: Veterans Affairs Canada (@VeteransENG_CA and @VeteransFR_CA)

Celebrated on November 11th, Remembrance Day commemorates the sacrifices that Canadians made in all armed conflicts. To encourage users to remember and give thanks to all Canadian veterans, Veterans Affairs Canada (@VeteransENG_CA and @VeteransFR_CA) launched a compelling video Tweet with a built-in conversational card, encouraging users to share and receive a real-time reminder to observe on the 11th.

 

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Best launch moment: Wendy’s Canada (@WendysCanada)

Wendy’s Canada (@WendysCanada) reintroduced their popular Bacon Portabella Mushroom Melt and this time, they gave Twitter users the power to determine how long the hamburger will stick around for by using the #MeltOn hashtag. They also created a Twitter-themed TV spot that drove users to join the conversation, and share the best user Tweets in an original Twitter Moment.

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Best way to fuel fans: Chevrolet Canada (@ChevroletCanada)

This unique campaign saw Chevrolet Canada (@ChevroletCanada) partner with Amazing Race Canada (@AmazingRaceCDA) on a unique only-on-Twitter equivalent of the popular TV program. Users could enter a trivia contest to win a Chevrolet Traverse Redline truck through a “Like to Subscribe” Tweet, connecting them to Amazing Race Canada action each episode.

 

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