How Motorola set an example for product launch on Twitter

In June, Motorola leveraged Twitter for the launch of MotoG6 and MotoG6Play

Hey marketer, is Twitter part of your product launch strategy? No? Then you may want to rethink how you use Twitter to launch a product or offer. In June, Motorola leveraged Twitter for the launch of MotoG6 and MotoG6Play, seeing very healthy engagement rates and reach. For the launch, Motorola chose to utilise the various avenues for promotion on Twitter like Live, and RT/Heart.

Twitter has become the right place to launch a product, especially for technology brands. Motorola went for Twitter because a lot of smartphone enthusiasts use the platform. Also, the brand wanted to target the Gen Z audience that hangs out on Twitter.

For a duration of two weeks from May 20 to June 6, 2018, Motorola used Twitter to build anticipation, launch and re-engage with users post launch. “We recognise Twitter as the key platform where our audience goes to know about everything that is new and happening. And this strategic partnership helped us leverage the platform and its unique formats to deliver a clutter-breaking and holistic launch experience,” said Simran Dhindsa, Media & Digital Marketing Head, Motorola India.

To maximize views and awareness about the new product, Motorola needed to drive opt-ins for the live event before the launch day. To do so, the official Twitter handle of Motorola India @motorolaindia encouraged fans to engage with the pre-launch Tweet in the form of a RT or like to receive personalised reminder Tweets when the livestream starts. This engagement activity played out well for @motorolaindia, with the Tweet receiving close to 25K Likes and 397K video views.

On the day of the launch, @motorolaindia notified the opt-in users about the livestream. When the product went on sale later at midnight, a follow-up notification/reminder was sent to the entire opt-in base to complete the loop.
The four-hour-long launch event featured non-stop entertainment by six artists.

“We brought together entertainers from different passion points for our users, i.e. music, technology, art and dance, and put together an elaborate and engaging launch event,” said Simran Dhindsa, Media & Digital Marketing Head, Motorola India. This made Motorola the first brand to directly partner with Twitter to amplify the launch event by leveraging Custom Livestream on the platform.

Singer Jasleen Royal, acapella group Raaga Trippin, tech experts Rajiv Makhni and Abhishek Baxi, and rap and street dance group Dharavi Rocks were some of the performers at the launch event. The event was hosted by popular anchor and Bollywood actor Maniesh Paul.

The visibility of the livestream on Twitter was increased by owning the First View Trend for the day and through Twitter Search. The campaign was further supported through promotions of the livestream which boosted the overall performance and helped deliver over 370K video views.

No launch is complete without an emoji! To add colour to conversations around the #motog6 launch, Motorola and Twitter came up with a custom Twitter emoji that was triggered by hashtags #motog6, #motog6play, #motog6launch and #hellomoto.

With this launch Twitter and Motorola set the best practices for a Twitter product launch. Live Video was a win for the brand because as the popularity of video continues, an increasing number of people are looking for different formats of video. Building excitement prior to the launch with RT to remind increased the chances of users watching the live event. Using a Promoted Trend helped unify the campaign and ensured the omnipresence of communication about the motog6 on the launch day. The brand also engaged with people in the post-event phase to close the loop. The video replay strategy was used to inform users about the new launch event after the event, to cater to an increased audience base.

Numbers say it all:
• Over 27K Likes/RTs driven before the launch to send reminders to watch the event
• Whopping +370K views for the livestream of #motog6launch
• 57K account and hashtag mentions (1325% growth in mentions compared to pre-event)
• Industry benchmarks set by achieving an engagement rate of 5% on the first view trend For more updates, be socially connected with us on
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