In Germany, 1 in 3 people on Twitter idiscover brands through ads on social media1, while 61% of people research products online before purchase2. That’s a lot of potential for reaching new and existing customers.
To get a feel for the advertising landscape in Germany we spoke to Robert Oestmann, senior consultant in social media advertising at pilot, about adding Twitter to the media mix and how best to drive results for clients.
Tell us a bit about pilot and the brands you work with.
pilot (@pilot_agentur) is one of the largest owner-managed media agencies in Germany with offices in Hamburg, Berlin, Munich, Mainz, Nuremberg and Stuttgart.
In terms of social media advertising, we look after medium-sized to large clients from fast-moving consumer goods (FMCG), entertainment, gambling, insurance, finance, pharmaceutical, energy, clothing, and mobility sectors.
Describe your role in under 280 characters?
As a senior consultant in social media advertising, I am an expert in media planning and the implementation of paid social media campaigns. I work closely with our consultants and clients.
What do you think makes Twitter different from other social platforms?
Twitter, unlike other platforms, offers more granular targeting based on hashtags, follower look-alikes, and interests. While other platforms offer rough target group clusters, Twitter can reach the right audience with very specific group targeting.
Follower look-alikes targeting in particular can be used to utilize potential competitor brands as a target group base. Furthermore, events unfold on Twitter, making it is possible to connect with current events very quickly.
Favorite Twitter account?
I’ve noticed the Twitter account of eTorro DE (@eToroDE). The company uses Twitter very well to inform followers about current crypto market events and product updates.
Tell us about the Twitter campaign that you’ve worked on you were most excited about
Last year, we implemented a major campaign for the console game ‘Life is Strange: True Colors’ (@LifeIsStrange) for our client Square Enix (@SquareEnix). The primary goal of the campaign was to increase brand awareness of the new game and increase sales.
We were able to achieve very strong reach and video views in the target group with a view-optimized campaign. The cost-per-view for the campaign was 50% lower compared to other platforms and we had the highest view-through-rate. By using follower look-alikes, we were able to derive potential buyers of the titles from similar games.