Twitter Next, driving brands to create ideas worth talking about
By
@ajos
Monday, 23 September 2019
As the industry has shifted, so have the needs of marketers who want to break through the clutter and drive conversations about their campaigns, products and messages. That’s why today, we are evolving Twitter’s brand strategy team and re-orienting our offerings around a single mission: to create human-centric ideas worth talking about.
Introducing Twitter Next, which includes campaign and content strategy services, brand voice consultations, and a newly formed lab of technologists, program managers, and designers. The expanded team - now in 20+ markets worldwide - also includes specialists in engineering and data science.
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At Twitter Next, we partner with the industry’s largest advertisers and leverage cutting edge tech to power Twitter’s most innovative brand activations. Studying hundreds of millions of Tweets per day, we listen to our audience to understand not just what’s happening today, but what will happen tomorrow.
Experimentation with the lab
Through data-driven experimentation, Twitter Next’s new lab has already stewarded more than 200 custom programs in 2019, with advertisers across all industries globally. From Twitter-powered knitting machines, to vast experiments with Twitter’s API to produce new and engaging experiences, this team focuses on re-imagining the technological possibilities of Twitter.
For instance, the team has been working with top brands, including KFC, to push the boundaries of Twitter threads.
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As this was a first for us, we really appreciated the strategic and technical support from the Twitter Next Team. They helped us plan all of the content and walked us through the set-up, ensuring the campaign ran as smoothly as possible at launch. We're very appreciative for the expertise and support the team gave us.
Twitter Next also recently unlocked a beta-trial of its new Brand Reminders platform, which enables advertisers set up auto-reply campaigns to notify fans about new content. The team has already piloted with over 70 advertisers for sales promotions, movie trailer drops, TV tune-in announcements, and more.
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The tool made it amazingly easy to set up a Brand Reminder campaign for the BET Awards. The results – tens of thousands of people who opted in to receive a reminder the day of the event – exceeded our expectations. We’re excited to use this again for future launches and events.
Campaign & Content Strategy
Recent research published by Twitter and IPG reveals that a brand’s cultural involvement makes up a full 23% of a consumer’s purchase decision**. Twitter Next is constantly analyzing audience behavior and conversational patterns on Twitter to inform campaign and product launch strategies for brands.
Recently, Samsung Spain wanted to leverage their Game of Thrones partnership to market a line of QLED television sets. After observing the massive debates over who would win the “Iron Throne,” Twitter Next and Samsung co-created an experience where fans Tweeted-to-vote for their favorite characters in a tournament-style format. During the five-day campaign period, Samsung’s hashtag #BatallaQLED saw 4x more mentions than the official #GameOfThrones hashtag in Spain.
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“I'm not sure we've ever seen one of our campaign messages - in this case #BatallaQLED - more talked about on Twitter. I think of Twitter as more than just a media platform; the team at Twitter Next are truly creative partners for us.
Brand Voice Consultation
The underpinning of any talkable campaign on Twitter relies on an authentic and engaging brand voice, which is why Twitter Next offers marketers a menu of brand voice consultations and workshops, designed to hone their company’s personas in a relatable manner.
For example, Canada’s No Name Brands launched their presence on Twitter in 2019 for the first time ever, quickly reaching popular culture status among users. Their launch generated 23,000 new followers in the first two months and doubled mentions of Canadian icon Celine Dion during the same time period.
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Our new @nonamebrands Twitter account is bringing the no name brand to life in a fresh way. This brand is rooted in simple and direct communication with our customers and we felt that Twitter was the perfect avenue to expand this conversation.
Start the conversation
At Twitter Next, we learn from the past, live in the moment and focus on what can be. Interested collaborating on your next product launch or campaign? Contact your local Twitter representative or DM @ajos on Twitter.
*MAGNA & Twitter, "The Impact of Culture" research, 2019
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