Creative roundup: How brands launch something new on Twitter

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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