10 years of brands, campaigns, marketing strategies on Twitter
Over the last 10 years, Twitter has been the place to listen, to create, to make a live connection to culture, to innovate. As the social media platform celebrated its 10th birthday, the spotlight was on the myriad ways brands have enriched the platform, and changed marketing and business forever, such as: Authentic brand voice, Real-time marketing, Creating cultural movements, New digital creators, Personalized content, From the second screen to the first screen, Live video, The hashtag and new forms of visual expression, From customer service to serving customers, and Connected objects, connected experiences.
In India, Twitter celebrated some of the most innovative campaigns and marketing strategies that brands deployed on Twitter over the years, to make the most of the platform.
First Tweet from @TwitterIndia
A Tweet to announce that Twitter’s India operations were live.
Memorable first Tweet from a brand
@MaggiIndia is one of the first brands to Tweet its launch Tweet that was memorable and native to the platform.
Iconic initiative by a brand
Reliance Group’s Twitter campaign #SaluteSelfie was a tribute to the Indian Armed Forces on the occasion of 69th Independence Day. As the nation geared up to celebrate its 69th Independence Day, Reliance Group set the stage for patriotism with its Twitter campaign, #SaluteSelfie. The hashtag encouraged Indians to pay tribute to the efforts of the Indian Armed Forces. This was the first initiative by Reliance Group, since it unveiled its Twitter handle @RelianceGroup in the first week of August. The campaign encouraged Twitter users to click a selfie while saluting the brave heroes of the Indian Armed Forces, and to Tweet it using the hashtag, #SaluteSelfie.
Most followed brand and their most Retweeted Tweet
@RelianceMobile is the most-followed brand account on Twitter. RCOM launched ‘#SmartCare on Twitter’ that helps customers manage and customize their account on Twitter in real time. This was the first such initiative in India, ever, by a telco in the social media space. Users can Tweet to @Reliancemobile to avail multiple services such as recharge accounts, make payments, opt for best deals and more.
@RelianceMobile’s Most Retweeted Tweet:
Celebrating major moments with video
Twitter offers advertisers the full suite of video products to use for a strong marketing campaign on the platform: Native Video, Periscope, Vine. With live video, brands can teleport people around the world and engage in shared, interactive experiences. And with GoPro’s recent partnership with Periscope, the creative possibilities are endless. Twitter is the leading platform for live events and the #AutoExpo was one of the biggest automobile events in 2016 in the region. It was a key event that allowed brands to build a live connection with their customers using video. It played a prominent role in Audi’s (@AudiIN) #GreatnessStarts campaign.
First brand to use Periscope
Jaguar (@JLRIndia) conceptualised and executed the first-ever automobile live launch experience on Periscope in India for the unveiling of the New Discovery Sport by Jaguar Land Rover. The launch experience was live broadcast to fans across the world. Today, over 40 years of video are watched every day on Periscope.
Supercharging moments with TV x Twitter
TV and Twitter have enjoyed a symbiotic relationship, and brands have innovated with this two-screen campaign. What started off as an Ad on TV before the India Vs Pakistan match during #CWC15, went on to become one of the most memorable hashtag campaigns (#MaukaMauka) by a brand.
First brand video campaign
@PepsiIndia is one of the first brands to run a successful native video campaign on Twitter.
First non-US brand emoji
#MakeInIndia became one of the first non-US brands to get its own Twitter emoji. Other US brands that have their own emoji are Starbucks and Subway.
Pioneering innovative ad technologies
Flock to Unlock is a custom Twitter Card that brands can use to unveil a new product, video or a commercial. It needs people to flock to the content for it to unlock. Once the card is unlocked, a Tweet is sent to everyone who participated, with the exclusive content. Titan Watches (@TitanWatches) used this concept to unlock Titan Juxt with #SmartIsNowStunning.