One of McDonald's #McSpicyDebate campaign videos
Tell us about the Twitter campaign that you’ve worked on you were most excited about.
Ladbrokes (@Ladbrokes) Euros campaign. We ran First Views (now Timeline Takeover) and Amplify pre-roll which helped us to get maximum exposure during a very contextually relevant time for Ladbrokes.
Engagements and brand lift increased significantly during this time for the brand. Unfortunately, England didn’t quite make it all the way but Entain (owner of the Ladbrokes brand) definitely made the most of a big moment in history.
From your experience, what kind of creative works best on Twitter?
We were having issues working with creative agencies, as they were treating social and mobile-first creatives as an afterthought.
To overcome this we formed an in-house creative team. We want to be able to adapt quickly and be more mobile-first going forward — we find this works well for Twitter.
It's all about short snappable content, especially video assets and utilising our in-house team now we can ensure we are able to move fast, adapt to moments and make our creatives contextually relevant for the different audiences we are targeting.
What 3 things drive good results for your clients on Twitter?
The competitive cost per thousand impressions (CPMs) Twitter Ad's give
Highly engaging video, Twitter's engagement is one of the highest we've seen across social platforms
The high-impacting ad formats that Twitter offers, it really gives our clients the chance to get maximum reach and exposure
Any final tips for other agencies thinking of adding Twitter to their marketing mix?
Lean into the synergy between TV and Twitter. If you are running sponsorships on TV, then use contextual targeting on Twitter to align with your TV ads.