Creative roundup: How brands launch something new on Twitter

By Michelle Lee
Launch something new on Twitter

Twitter is proven to help brands meet their launch KPIs with our influential and receptive audience — brands who meet their launch KPIs are 2.3X more likely to launch on Twitter*.

With that in mind, Twitter is the go-to place for launching something new, whether that's a new brand, product, service, or messaging. You can use Twitter to accelerate and amplify the breakthrough of your launch.

To help you get started, we rounded up some real-world launch examples to inspire you to bring your next launch — big or small — to Twitter.

Launch a new company or brand

HBO launched their new streaming service @HBOMax and strategically distinguished themselves from a sea of competitors. The day after launching on Twitter, the HBOMax app was downloaded nearly 87,000 times and ranked #2 among “free” apps in the App Store.

Twitter products used: Branded Notifications, Video Ads, Video Ads with Website Buttons, Image Ads with App Buttons

Read more about this campaign.

Launch a new product, service, or app

@EpicGames launched on Twitter to generate awareness and buid buzz ahead of Fortnite's Chapter 2 debut. They gained tremendous success, becoming the #1 worldwide trend and gaining 500K new followers. 

Twitter products used: Live Video, Event Page, Branded Hashtags

Read more about this campaign.

Launch a new feature

@SiriusXMCanada launched their new "Quarantunes" free streaming program on Twitter during the COVID-19 pandemic while people were spending more time at home, and achieved 8.9M Trend impressions. 

Twitter products used: Timeline Takeover, Trend Takeover

Read more about this campaign.

Launch a new message or positioning

@Verizon partnered with Twitter's Live Brand Studio to launch #PayItForwardLIVE, an eight-week livestream entertainment series in support of small businesses affected by COVID-19. This resulted in a 100% net positive brand sentiment, the highest for a Twitter live stream. 

Twitter products used: Live Event Page, Branded Notifications, Video Ads, Promoted Celebrity Ads

Read more about this campaign.

Launch a new promotion or offer

@Wendys launched a lighthearted promotion to raise consumer spirits and maintain brand awareness by giving away a big "GroupNug" in absence of group hugs during the COVID-19 pandemic, and saw a +200% increase in mentions. 

Twitter products used: Video Ads, Branded Notifications

Read more about this campaign.

Ready to bring your next launch to Twitter? Visit our launch hub for more information and best practices. 

*Source: Nielsen Brand Effect (US/UK/JP/CA), Q3 2015 - Q3 2018 Launch campaigns, n=340 studies. Percentages refer to % uplifts (not deltlas or percentage point difference) | Bain & Company, 2019 Launch Marketer Survey, US, n=650.

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