Skip to main content

Twitter

See What's Happening - Brand Launch

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.

 

 

Phase One - Launch

Phase Two - Launch

Press

“Bruno Bertelli, president of the Cannes Lions jury for outdoor advertising, has a simple explanation for what drives award-winning campaigns in the category.”

Read the article…

Print

Caption is optional Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean nisl orci, faucibus.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean nisl orci, faucibus a eros porttitor, molestie viverra leo. Mauris et dignissim leo. Duis vitae mi fermentum mi vestibulum accumsan vestibulum sit amet enim. Aliquam dui orci, feugiat scelerisque sapien sit amet, eleifend interdum sapien. In interdum enim quis example of linked text, at ultrices mauris sagittis. Aliquam erat volutpat. Nulla efficitur leo at sem egestas gravida.

Temp inset images.
Temp full width images.

Print

Caption is optional Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean nisl orci, faucibus.

Publicity

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean nisl orci, faucibus a eros porttitor, molestie viverra leo. Mauris et.

Temp Tall

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean nisl orci, faucibus a eros porttitor, molestie viverra leo. Mauris et.

Read the full article.

Temp Tall

Client: Twitter

Role: Global Creative Director