Twitter reveals how brands best used its platform in 2019

• Optus Sport, Apple, Network 10, Sports Bet, Qantas & more

Whether it’s breaking news, the antics of sport, politics and social causes, people come to Twitter to see and talk about what’s happening in the world. These are some of the brands that won in 2019 according to the social media platform.

Best Creative Short Form

Criteria: The brand that showed a story can be told even in the shortest formats

Winner: @Apple

As users scroll through their Twitter timeline at speed, they don’t often hang around to watch long-form content from a brand (unless the creative is truly compelling).

2019 was yet another huge year for @Apple, as they launched a suite of new products and innovations. They truly recognise the value of thumb-stopping short form content in engaging consumers, and we saw that first hand with the iPhone XR launch this winter.


Best Connection to Culture

Criteria: The brand that was able to connect to a big cultural events and drive rich conversation during a launch

Winner: @ANZ_AU

Every year Sydney’s Mardi Gras glitters, both on Oxford Street and on Twitter. A long time sponsor of Sydney’s Mardi Gras and supporter of Australia’s LGBTQI+ community, ANZ Bank was able to connect with this audience more closely to the event by amplifying conversation on Twitter.

But how? ANZ drove these messages of diversity and inclusion via pre-roll video in front of SBS’s LIVE stream of the Mardi Gras 2019 Parade on Twitter.

The result? ANZ were able to inject an authentic voice around live culture, but also increase their purpose marketing to engage with the local community through Twitter.


Best Brand Voice

Criteria: The brand that has consistently and strategically been able to define its own Twitter voice

Winner: @sportsbetcomau

When it comes to a distinctive brand voice on the platform, SportsBet is among those leading by example. With a brilliant reactive content strategy, it has mastered the technique to engage in playful conversation and contemporary memes.

Having a clear, authentic brand voice is always important but on Twitter, where brands have 280 characters to make their point, it’s essential to success. SportsBet have nailed defining its personality — sharing opinions on topics true fans care about in every post.


Best Way to Fuel Fans

Criteria: The brand that was able to reward their most devoted fans with exclusive content, to drive conversation when launching something new

Winner: @OptusSport

Twitter is home to millions of devoted fans across every possible topic you could imagine. This year we saw more brands than ever leverage Twitter to reward their fans with exclusive content to drive conversation and excitement like this Tweet.

Optus brought fans closer to the Women’s World Cup by creating an easy way for them to get snackable recaps from every game. It also fueled excitement by encouraging fans to provide their match predictions. It’s fair to say, there were many views on who would take out the title.


Great use of videos, gifs and humour: @BacheloretteAU

Carlin may have stolen Angie‘s heart but Bachelorette Australia stole ours with its cheeky brand voice and perfectly matched gifs this year during the latest season of the show. The program receives a notable mention for consistently engaging with Australians on Twitter in the lead up to, during, and after the show in a fun and genuine way.


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