Twitter’s latest ‘Tweeted it into existence’ campaign has captured the imagination of our industry and the public alike. Bauer Media Outdoor’s Marketing Director Ben Hope looks at what’s behind the power of the posters.
With more than 50 million tweets from users discussing and projecting their future success, there must be millions, literally, of stories for Twitter to call on to promote its unique brand power, using user-generated content and historical data. And the social platform has done exactly that, brilliantly.
In the very definition of Powerful Posters, Twitter has dipped into its vast archive to showcase the once-upon-a-time aspirations that now-famous stars have ‘Tweeted it into existence'.
There is so much to love about the campaign:
the use of celebrities to draw attention and provide endorsement;
the familiarity of the branding;
a simple, striking, legible design - specifically crafted to excel on the large-format placements on which the campaign features;
copy that features inclusive and diverse people from multiple genres, increasing the campaign's appeal to all audiences;
a digitally native platform, using real-world advertising to deliver a creative, aspirational, brand-building campaign;
smart planning, with the billboards appearing in hometown locations of some of the featured celebrities; and
the fact that even celebrities love to see themselves on a billboard - and how do they amplify that - full circle on social! Complementary media channels? ;)
The 'Tweeted it into existence’ campaign featured celebrities such as Niall Horan and Megan Thee Stallion on billboards across Clear Channel US and other media owners across North America, including New York, LA, Chicago, and Toronto.
Each tweet features a one-time dream that is now a fairy tale success story of dreams becoming reality for the now-famous superstars. Beverly Jackson, vice-president, global brand and consumer marketing at Twitter, commented on the campaign, saying: “Twitter has the power to manifest people’s dreams.”
I’d fully agree with Twitter on the power to manifest people’s dreams, and I fully endorse Twitter’s use of outdoor advertising to manifest brand fame for their platform. I also love that Twitter went one step further, donating almost $1m to charities close to the hearts of the featured celebrities, making a tangible, real-world impact.
Find out more about Bauer Media Outdoor’s Powerful Poster series on how to master creativity in outdoor.
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