Twitter Australia has revealed its top three standout brand campaigns of 2021.
Angus Keene, acting managing director at Twitter Australia says: “Being top of mind and creating meaningful connections with audiences continues to be a priority for brands. This year, we got to see brands get creative and put forward their best ideas to connect with their audiences.
“Twitter is the first scroll for when anything is happening in the world. It’s where conversations start trending, whether it’s sports, a new series, or breaking news. Our top three standout brands tapped into these cultural moments to find new and engaging ways to capture their audience’s attention.
“We also saw brands use Twitter to launch something new. We know that 91% of people on Twitter want to see new launches from brands and that twice as many people will talk about a brand if they see their launch campaign on Twitter. For these brands, it’s proven to be a powerful way to make a bang whether launching a new product, or a new series.
“I’m always so impressed by the calibre of brand campaigns on Twitter, and I have no doubt that 2022 will bring even bigger creative campaigns.”
The standout campaigns for 2021 are:
Reimagining a Live Event:
Brand/Advertiser/Partner: Optus Sport
Name of Campaign: Kicking Goals with Euro 2020
About the campaign:
As the official Australian broadcaster of the UEFA Euro 2020, Optus Sport aimed to create the ultimate fan experience for football lovers in Australia. Each morning fans received a daily personalised update directly from Optus Sport that consisted of a branded Twitter Moment. Each Twitter Moment featured highlights, analysis as well as a subscription offer for Optus Sport.
Launching of a Series:
Brand/Advertiser/Partner: Foxtel
Name of Campaign: Setting you up for Succession
About the campaign:
Coinciding with the launch of Succession Season 3, Foxtel delivered franchise fans a personalised experience exclusively to Twitter.
Using Branded Notifications, they sent tune-in reminders via notifications / push notifications opted in by users. The message for each reminder was customised to reflect the news sentiment of that particular day (good / neutral / bad) and powered by Twitter Trends.
All About the Sponsored Content:
Brand/Advertiser/Partner: Alienware
Name of Campaign: The Alienware Armchair Experts Invitational
About the campaign:
Sport is a big topic of conversation on Twitter and so far this year, there have been over half a million Tweets about the AFL – making it one of the most talked about topics on Twitter. Wanting to connect with this audience, 7AFL launched #ArmchairExperts at the start of the 2018 AFL Premiership Season. The Australian Twitter-first AFL ancillary panel show is live every week of the AFL season on Twitter via @7AFL, after the Friday night match coverage.
Tasked with the goal to reach new online communities, the campaign for @AlienwareOz utilised a suite of Twitter’s video solutions to align and connect to AFL fans.
The Alienware Armchair Experts Invitational ran for eight weeks with AFL stars revealed as PC gamers by host Adam Cooney. The program pivots around Adam Cooney going head-to-head in a game of Rocket League, using the Alienware M15 laptops. Whilst the AFL stars competed in a game of Rocket League, Adam interviewed the players.