Twitter brand campaigns that made an impact in 2019

Here's a look at some of the best brands on Twitter and how they stood out in their respective categories

e4m by exchange4media Staff
Updated: Jan 3, 2020 9:05 AM

Twitter is the go-to platform for brands to connect with their customers and stay relevant in a fast-evolving marketplace. This year, brands across sectors rolled out innovative campaigns to keep up with current trends, and to engage with the audience at the right time. Twitter’s varied formats cater to every brand’s needs and align methods with the brand’s messaging to deliver customised campaigns.

As the year comes to a close, we take a look at some of the best brands on Twitter and how they stood out in their respective categories!

Best Purpose-Driven Brand: OnePlus India’s ‘Plant a Tree with #OxygenOS’

This year, brands took a stand on causes. OnePlus India (@OnePlus_IN) celebrated 1500 days of its operating system, #OxygenOS, the lifeline behind the smartphone brand, and tied the idea to an important cause.

OnePlus India (@OnePlus_IN) partnered with WWF (@WWFINDIA) and utilised Twitter’s ‘First View’, feature with a conversation card. This card prompted audiences to Tweet with #OxygenOS, and promised that the brand would plant a tree for every Tweet. Each Tweet also initiated an auto-response, thanking those who engaged with the campaign.

The campaign was activated across key airports in India and showcased real-time Tweet counts, along with dynamic user appreciation Tweets. In one day, 27,333 Tweets were recorded, with as many trees being planted by OnePlus India (@OnePlus_IN). The campaign resulted in a 15x rise in daily conversations for the brand, making OnePlus India’s(@OnePlus_IN) Oxygen campaign the Best Purpose-Driven brand of the year on Twitter.

Best Connection to Culture: Uber India’s #LoveMovesForward

Following the Supreme Court’s landmark judgement that struck down #Article377, Uber India (@Uber_India) started a movement #LoveMovesForward to encourage conversations around the LGBTQ+ community. @Uber_India petitioned The Unicode Consortium (@unicode) - a non-profit organisation that develops emojis, through India (@ChangeOrg_India) to create a unique ‘Pride Heart Emoji’

The petition received 34,348 signatures, #LoveMovesForward received a 65 per cent net positive sentiment increase. Through the campaign, @Uber_India aligned with a massive cultural revolution that stirred youth across India, winning the campaign this year’s Best Connection to Culture.

Best Pre-Launch Tease: Amazon Prime Video’ #TheFamilyMan

Amazon Prime Video (@PrimeVideIN) launched a campaign to announce the show, #TheFamilyMan. An automated solution was created, which enabled people who engaged with a Tweet by Manoj Bajpayee (@BajpayeeManoj), the lead actor, to unlock the show’s trailer before its release date. A customised emoji was designed based on the dual sides of the lead character -- a family man and a spy. The unique emoji revealed the character’s second personality once the Twitter app was switched to Dark Mode.

The campaign resulted in 1.3 million video views and 17,000 opt-ins for reminders of the trailer launch.

Best Product Launch: MG Motor India’s MG ZS EV with #ChangeWhatYouCan

Earlier in the year, Morris Garages (@MGMotorin) successfully launched MG ZS EV in the Indian market positioning themselves as a technology company rather than an ordinary automobile manufacturer.  MG Motor India (@MGMotorin) kicked-off the  campaign with the message #ChangeWhatYouCan to leverage discussions on Twitter and build their clout as a company for electric vehicles.

The promoted trend #ChangeWhatYouCan received a 36 per cent increase over the average trend impressions for the category. As a result, MG Motor India (@MGMotorin) dominated electronic vehicle conversations on Twitter this year.

Best Brand Launch: Kia Motors’ #GamesofInspirations

With its #ThePowerToSurprise campaign, Kia Motors (@KiaMotorsIN) leveraged its fictional characters of Meerkat (@Meerkat_Me) and Designer Johnny (@_DesignerJohnny), to introduce the #GamesofInspirations. The brand rewarded people for their creative engagement. Kia (@KiaMotorsIN) also onboarded Tiger Shroff (@iTIGERSHROFF). Kia Motors (@KiaMotorsIN) also cemented its position as a master of topical moments as it kept conversations going around Engineer's day, Suits, Game of Thrones, Wonder Woman and the likes.

Best Short Form Content: Google India

Google India (@GoogleIndia) leveraged topical moments to its advantage by creating short videos and GIFs while keeping its product at the core of its communication. The videos were creatively designed to keep the viewer engaged, keeping Twitter’s best practices in mind, and were also receptive to the brand’s message.

Best Brand Voice: Durex India

Durex India (@DurexIndia) made the most of Twitter’s conversational nature with its own unique voice which perfectly suited their product - playful and flirtatious. Durex India (@DurexIndia) did this by participating in topical conversations through memes and Tweeting contextual images. The brand mastered the art of puns with innuendos that kept audiences constantly engaged, making the account a creative, unique follow.

Best Use of Live Streaming: Cisco India #YouMakePossible

This year, Cisco Systems India (@cisco_in) made the most of going live by speaking to their key audiences including BDMs, CTOs, CEOs at scale, and keeping them updated with Cisco's latest technology and products. The live stream video of Cisco’s event, #CiscoConnectBangalore, with the brand’s #YouMakePossible message, garnered a record 51k video views, with an 18 per cent video view rate in only 1.5 hours.

Best Use of Creators: Spotify India’s ‘There’s a playlist for that’

Spotify (@spotifyindia) launched in India as a music listening app with over 3 billion playlists this year. The brand wanted to establish music’s connection with every expression or moment. Identifying moments from every-day lives, @spotifyindia designed playlists for various situations and told people, “There’s a Playlist for that”. The brand generated participation on the Twitter timeline by seeding situations and hyper-local interests to initiate conversations with audiences. 

@spotifyindia travelled across timelines as it looped in influential creators on the platform, connecting multiple moments and expressions to music, with a playlist for everything!

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