Twitter Australia reveals standout ad campaigns of a crazy year

AACTA Awards

• Head of client partnerships Angus Keene on how brands used the platform

This year has been like no other but Australian brands have powered through to inform, entertain and stay connected. To celebrate, Twitter has shared its standout campaigns of the year.

LEGO and Stars Wars Day

“@LEGO_Group connected with Star Wars fans by aligning its latest Star Wars collection, with international Star Wars Day – the infamous #MayThe4th. @LEGO_Group launched the campaign with the Promoted Spotlight Trend on May 4th, inspiring fans to share their love for both Star Wars and @LEGO_Group. Fans were so inspired, the exclusive Star Wars collection sold out in less than 2 days,” said Angus Keene, head of client partnerships at Twitter Australia.

Reimagining a live event

“While most physical events were put on hold this year, it did not stop @MicrosoftAU from bringing its CEO, Satya Nadella down under. @MicrosoftAU invited Nadella to virtually visit Australia to share learnings on how it’s reimagining business, work and what’s possible in this new world, and livestreamed it all on Twitter. It was the most viewed branded live event in Australia to date and resulted in the highest engagement of the @MicrosoftAU account across 2020, with two times more profile visits and four times new followers than the average month.”

Sparking debate

“@MiloANZ sparked a real-time virtual debate that asked Aussies to pick a side on how they like their favourite chocolate drink served – hot and creamy, or cold and crunchy. On Twitter the campaign tapped into Promoted Trend Spotlight and First View takeover so the debate appeared at the top of Aussies’ Twitter feed, and it encouraged engagement with the use of media polls and conversation cards, which challenged people to pick a side. And it continued the debate well after the launch by tapping into cultural events people were already talking about like the return of Friday Night Footy to our screens, to the re-opening of gyms and snow slopes. By tapping into an age-old debate, it was able to generate buzz and conversations about @MILOANZ in households across the nation.”

Inclusive for all

“To celebrate the launch of its new Series X gaming console, @XboxANZ created a global moment to celebrate the launch, with all eyes on New Zealand to unveil the future of gaming. @XboxANZ transformed New Zealand’s infamous Queenstown to Greenstown to host the event and livestream it around the world on Twitter. It did a great job being inclusive and putting people first, with interpreters, closed captions and a diverse range of people included to ensure it reflected the community it serves and everyone could get involved.”

Tapping into what’s happening

“This year @Telstra consistently harnessed the power of Twitter to share its latest updates and deals, and tap into the conversations dominating social discourse. Early this year as the nation went into lockdown, @Telstra launched a video series with comedian Jim Eoin parodying life in isolation, to make us laugh. To celebrate the return of AFL, @Telstra created a video series with AFL legends giving audiences a look into the stars’ personal life. It also enlisted the help of ‘5G Chief Investigator’ Mark Humphries to debunk the myths surrounding 5G in a light-hearted content series. And when @Apple released its highly-anticipated iPhone 12, @Telstra used the moment to reveal its latest offer. @Telstra is a great example of tapping into the cultural moments that resonate with Aussies.” 

Fueling fandom

“@SpotifyAU inspired music and podcast fandom with its annual #2020Wrapped campaign –– sharing data and content from local artists that fueled conversation and participation. Along with a variety of promoted videos, @SpotifyAU used polls inviting fans to vote on their favourite podcast or artist.  And post launch, it continued the conversation by asking fans “What did your 2020 sound like?”, to sustain the conversation and achieve 5k mentions. It’s a great example of how brands can tap into interest areas to spark conversations.”

Launching of a new series

“@Foxtel successfully launched its popular original series #Wentworth to fans via the Promoted Spotlight Trend on the day of premiere. @Foxtel creatively featured a mix of short video reels highlighting characters, along with the series trailer, to drive tune-in and conversation for the new season. In addition to launch day, @Foxtel promoted Tweets in the lead up, and post premiere to build hype and sustain tune-in across the season.”

Sponsorship alignment


“With over 900k Tweets relating to @masterchefau in 2019, @Coles connected with the MasterChef foodie fanbase to launch its MasterChef 2020 sponsorship via a co-branded #MasterChefAU Promoted Spotlight so it was at the top of everyone’s feed (and mind) on launch day. Throughout the series, @Coles kept the conversation going on Twitter by showcasing fresh @Coles produce featured within the show with co-branded Tweets from @masterchefau.”

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