To stay relevant to your local audience, it’s important to be part of the conversation.
Here are three ways to make the most of Twitter during the UAE’s Expo/holiday season and capitalize on this exciting time in the country.
Connect with the event’s themes
The UAE is one of the world's most ethnically diverse societies, with more than 200 nationalities living in harmony, in a country where ex-pats make up 92% of the population.
Expo 2020 has amplified the UAE’s multicultural fabric, being host to more than 192 country pavilions, most of which have their own Twitter accounts. The pavilions showcase music, arts, culture, heritage, food, as well as new innovations and sustainable technologies.
To engage with Twitter’s tuned-in audience during this festive time, connect your brand with the Expo’s themes, which are about bringing people together and creating the future, with emphasis on opportunity, mobility, and sustainability. By finding a theme and aligning your Tweets with it, you can spark new interest and brand association.
Saudia (@SaudiaME) is a great example of a brand that grasped the opportunity to align itself to a widely-followed occasion.
When Saudi Arabia played host at the G20 summit for the first time in 2020, the food brand used Twitter to connect with its audience by launching a campaign that celebrates its Saudi brand heritage. As part of the campaign, it launched a Promoted Video in the run-up to the summit, consisting of short stories showcasing each of its products.
The campaign was a huge success – the hashtag reached 34K mentions in one day, and more than 100,000 users watched the 50-second video to the end. On top of this, the video achieved almost 10 million views with the help of Promoted Trend Spotlight, with the overall view-through rate reaching 45%.
Start a conversation
Events come to life on Twitter. People in the UAE and from across the globe are already talking about Expo 2020 on Twitter, sharing images and videos, and Tweeting their opinions.
Whether you want to connect with potential customers or raise brand awareness, the right Tweet during a global event like Expo can be the launchpad for hundreds of deeper conversations with your customers and new followers.
There are many ways to drive a conversation on Twitter while adding value. You can Tweet something new about the event and ask people their opinion, or you can run a playful Twitter Ads campaign and ask the audience to predict something about the event.
Etihad Airways (@etihad) harnessed the power of connecting to an event on Twitter by asking people to spot a travel ad during the European football championship final and Tweet #EtihadFreeFlights to win four free flights a year, for four years.
The airline ran a Reach campaign to take part in real-time conversations surrounding the football championship final. The brand used various tools within their Twitter to target a wide audience, including Image Ads and Video Ads, which enabled it to reach people who were receptive and talking about the game.
By connecting with a popular event that was already taking place, Etihad Airways leveraged a large audience without being an official sponsor. The campaign generated more than 46 million ad views and #EtihadFreeFlights was Tweeted 11,000 times.