The Challenge – With Twitter being one of the most recognized brands globally—90% of people around the world know the name—that recognition is a testament to the millions of voices, from companies to news outlets to public figures, that make the platform so impactful. Yet, despite its influence as the fastest way to discover what’s happening, we encountered a critical challenge: engaging the vast audience who recognized the brand but misunderstood its core purpose.
The Insight – Our research revealed that many non-users perceived Twitter as a social network for connecting with friends and family, rather than a real-time information hub. Additionally, there was a misconception that meaningful engagement required frequent tweeting, which deterred potential users. Recognizing the need to reshape this narrative, our strategy focused on communicating Twitter’s true value.
The Solution – I spearheaded Twitter’s first-ever brand launch, with a phased OOH approach, employing bold and disruptive visual hashtags to immediately capture attention and redefine what Twitter stands for. This global marketing initiative reinforced Twitter as the essential destination for real-time news, events, and cultural conversations. The campaign made Twitter’s purpose clear: a vibrant, vital platform for discovering what’s happening in the world.
The Impact – The OOH campaign was not only a strategic and creative success but also earned global acclaim, winning a prestigious Grand Prix at Cannes Lions. The campaign drove a 25% increase in user awareness of Twitter’s role as a real-time information source and resulted in a 15% boost in non-user engagement. By reshaping brand perception and solidifying Twitter’s position as a cultural and news-driven powerhouse, the campaign demonstrated the power of creativity and strategic insight in transforming brand impact.
“Bruno Bertelli, president of the Cannes Lions jury for outdoor advertising, has a simple explanation for what drives award-winning campaigns in the category.”
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Client: Twitter
Role: Global Creative Director