Twitter

Information about the company

Twitter is an American microblogging and social networking service on which users post and interact with messages known as "tweets". Registered users can post, like, and retweet tweets, but unregistered users can only read them. Users access Twitter through its website interface, through Short Message Service (SMS) or its mobile-device application software ("app"). Twitter, Inc. is based in San Francisco, California, and has more than 25 offices around the world. Tweets were originally restricted to 140 characters, but was doubled to 280 for non-CJK languages in November 2017. Audio and video tweets remain limited to 140 seconds for most accounts.

Twitter was created by Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams in March 2006 and launched in July of that year.

Commercial approach

The goal was to create a campaign that perfectly reflected Twitter’s proposition, and how it differs from traditional news hubs. A fast-paced and responsive campaign was needed, one that would enable real-time data and stories to be shown in a way that was unique to Twitter, pushing the tagline ‘it’s what’s happening’ as far as it could go. The aim was to raise awareness of how Twitter provides stories that users can’t find elsewhere, and to drive visitors/returning visitors to see what was trending on Twitter.

Google Ads success story

How was this achieved? The first step involved selecting stories that were trending on Twitter. With the help of their agency, Twitter then turned these stories into bespoke copy, which it entered into a custom ad generation tool. The tool immediately rendered the copy into any ad format that was needed. TrueView in-stream was the ad format of choice because of its non-disruptive nature. This pre-roll video ad gives the user the option to skip after the first 5-seconds. The advertiser is only charged once the user has watched 30 seconds or more of the ad, or to its completion (if the ad is shorter than 30 seconds). Short and snappy TrueView ads were created.

Twitter showed ads to audiences on YouTube who were interested in pop culture, gaming, TV and movies. Every ad was carefully designed to be highly relevant to its audience.

Results

- 13M video views
- Watched by 7.1M unique users
- Ad-recall that was 5x higher than any previous Twitter campaign
- Significant increase in Twitter NPS