Twitter has proven its immense capability as a powerful marketing platform that lets brands speak to their audience in real time and helps them through their journey to purchase.
The Covid-19 pandemic saw a lot of brands increase their social ad spending. It also witnessed all key Tech OEM (original equipment manufacturer) brands launch new products or make a connect with a leaned-in, tech-inclined Twitter audience successfully.
BestMediaInfo.com finds out how all this was accomplished.
Over the years, brands have flocked to Twitter to launch something new or to connect with what’s latest, thus creating a place where a leaned-in audience of tech enthusiasts drive the conversation forward.
As Twitter rides high on users who are influential and receptive, the Tech OEM category has made the platform a ‘launch-pad’ as well as a medium to connect with and get closer to the audience through innovative and interesting campaigns.
Recently, brands such as OnePlus, Xiaomi, Vivo, Oppo and Samsung took full advantage of the platform to derive maximum benefits.
Power of community
Premium smartphone brand OnePlus last month released a documentary titled “United By Hope” as the brand wanted to leverage Twitter to connect with their community on the platform.
It showcased the lives of different people from diverse backgrounds during the pandemic. The platform helped OnePlus to connect with their community to share a common purpose around Covid-19.
It not only owned the Twitter timeline on the main day using Promoted Trend Spotlight to garner maximum possible conversations + share-of-voice (SOV), it also had 14.3 million overall impressions (Trend + Spotlight) and 1.2 million video views with 97% neutral + positive sentiment.
Similarly, when Vivo planned the launch of its new series X, the task at hand was to promote it as a luxury, mid-segment handset.
It used two Spotlights (a feature of the platform which usually helps advertisers to take over the ‘Explore’ tab): one at the time of launch and the second at the time of first sales, when it targeted an audience for luxury products.
Vivo owned the platform with its maiden spotlight for the launch of the X50 series and implemented the night emoji — a category first — that revealed the complete X logo of the X50 only when the night mode was turned on. It turned the V of Vivo to X of X50, playfully engaging users to reveal the #PhotographyRedefined experience. The spotlight garnered more than 13 million impressions to drive awareness for the launch by commanding prime real estate. This was followed up by video view promotion campaigns to drive consideration, which garnered more than 50% video view rates. Vivo employed the link click campaigns to shore up the intent of purchase, which received a response of 8%+ CTR.
How Twitter is helping brands to increase their SOV by tapping into consumer passion points
In August, targeting a higher SOV through Twitter for its Reno4Pro phones, Oppo took smaller product videos live in the pre-launch phase to build anticipation. Additionally, the brand did high-frequency video promotion on the day of launch.
An emoji engine was launched to drive higher engagement and to capture interest. After the launch, Oppo tied up with Business Insider India around World Photography Day and spoke with some of the country’s leading photographers on the science of photography.
Oppo had 24% SOV during launch and an extremely low CPV (cost per view) and high engagement as compared to the platform’s industry benchmarks fulfilling the brand’s launch KPI. While it garnered close to 4 million views on launch day, it had an 8% increase in positive sentiment with users replying to the content with positive tweets about the product, which further helped position Oppo as a favourable brand among the audience.
Local conversation consistent with global theme:
Between July and August, Samsung had two interesting flagship launches as it wanted to drive awareness about the two phones and drive users to the Global Announcement event for the Galaxy Note20.
Twitter helped Samsung launch the S20 BTS edition with much fanfare to the hard-core K-Pop fans and enthusiasts alike with an industry-first customised BTS exclusive quiz, which had the fans swooning over the phone.
The quiz received a terrific response with participation going through the roof. This was riding on the back of a sustained S20 promotion, building up the crescendo from previous quarters, which helped reinforce the features of the Galaxy S20.
The global event received millions of views worldwide and both #Galaxyevent and #note20 were the trending topics during and after the event. This was followed by a pan-India pre-sale promotion to drive consideration via conversation cards.
All of this was made possible because of innovative custom formats like the BTS quiz, influential audience and multiple ad formats for Note 20 (Video Teaser, Reminders, Twitter Live, Takeover Promoted Trend and First View).
Keeping the local conversation consistent to the global theme helped the brand drive the maximum ROI.
In the case of Xiaomi, for the launch of their new MI 10T 5G Series, the brand was aiming to build intrigue, excitement and stir conversation by announcing the date of the launch. Since this device was priced in the higher range as compared to other MI devices, the focus was on HNI and luxury brand targeting.
On the launch date, the brand ran a high-burst video views and website clicks campaign that talked about the device’s features. It leveraged Twitter’s Impact property to announce the launch date of the new handset 10 days earlier.
Its Spotlight garnered more than 13.7 million impressions to drive awareness for the upcoming launch and for the week of the launch.
The brand through the “always on video view” and “video website card” campaign strategy maintained a substantial share of voice from October 1 to October 20.
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