In our fifth agency Q&A we speak with Pollyanna Ward, Head of Paid Social at global agency Social Chain (@SocialChain).
Pollyanna chats about the relationship between TV and Twitter advertising, her tips for first time Twitter advertisers, and how Social Chain started the new year with the ambition to change the UK’s perception of kebabs.
Tell us a bit about Social Chain.
Social Chain is, (in my humble opinion), the best social-first agency in the world. We’re all about being at the forefront of what’s possible and that’s grounded in action for every one of our clients, big or small. If your brief involves social, we’ve got the solution.
Describe your role in under 280 characters?
I help brands get their ads seen by millions on social media.
What do you think makes Twitter different from other social platforms?
Twitter is uniquely placed as a platform that has been embedded in culture for years. For example, Twitter gets mentioned in the news, is referenced in pop culture, and, most interestingly, as a platform it’s pretty imperative to all those Twitter meme accounts.
I see Twitter as a companion to TV where brands have an opportunity to be present during moments when people are emotionally engaged. Then when the ads come on, people bring their gaze to Twitter and brands have a chance to connect.
The barrier to entry is low when it comes to creative, so brands shouldn’t be afraid to push out ads. You can literally craft a great 280 character Tweet and you’re away!
Favourite Twitter account?
My favourite Twitter account changes a lot, but at the moment I’m learning so much from Shane O'Leary (@shaneoleary1) who shares marketing and strategy wisdom every day. I need a whole different bookmarking tab for all the nuggets Shane shares!
What’s your favourite ad campaign you’ve seen on Twitter lately?
I mean, it’s gotta be Twitter’s (@Twitter) own ad campaign right? I thought the billboards pulling celebrity Tweets showing how their dreams have come true was such a positive and uplifting message and perfectly timed for this time of year!
The big Twitter thread was also a great execution. It tapped into user behaviour creating threads of discussion, with each Tweet capturing a celebrity dream which could then be shared further. It was a perfect mix of people, amplification, and cultural relevance.