Agencies come to Twitter to launch campaigns and connect with what’s happening. In this series of Agency Q&As, we speak with agencies about their Twitter advertising campaign tips, favorite Twitter moments, and how Twitter can be a creative space that drives results for clients.
In this edition, we speak with Theo Daffurn, Head of Social at Route Agency in the UK about his client recommendations and Christmas ads on Twitter.
Tell us a bit about Route Agency?
Route (@agencyroute) is a results driven media agency based in Newcastle, England. We have a diverse range of large and SMB clients ranging from the Royal Institute of British Architects (@RIBA), the UK's second largest regional bus operator First Bus (@FirstBusnews), homewares store Cream Cornwall (@CreamCornwall), and Vines BMW (@VinesBMW). The end goals for all our clients are to drive awareness, tangible return on ad spend, and lifetime customer value.
Describe your role in under 280 characters?
As Head of Social I work across all areas of social media including: paid ads, strategic planning, and influencer marketing.
With the help of our amazing team, I aim to keep my finger on the pulse with the latest and most effective ways of resonating with social audiences.
What do you think makes Twitter different from other social platforms?
Twitter provides a very unique offering in ‘follower look-alikes targeting’. We’ve found this extremely useful in targeting communities that are highly relevant to our clients.
Using Twitter targeting for our award winning Union (@TheUnion_TBLH) campaign (more about this later in the Q&A) allowed us to identify very specific audience segments, including nurses, consultants, doctors and health influencers globally, and achieve cost effective results.
Follower look-alikes targeting helped us acheive this. For example, by finding a famous doctor/health influencer or business, follower look-alikes then enabled us to target their highly relevant followers.