Dumping user doppelgangers
As many marketers know, Twitter and television are like the “it couple” of social media. The platform has proven countless times to drive recall, awareness, and engagement. And consequently, the platform was a natural fit to enable the leading entertainment brand to meet its business objective of revving up awareness for the new series by getting a high volume of video views. To achieve this, the brand implemented three main strategies:
Unified’s Exact @Handle targeting
Previously, when a brand wanted to target users of a specific account their only option would be to use Twitter’s lookalike modeling feature, which mimics the following of the desired audience through interests, location, demographic attributes, and engagement patterns. With Unified’s Exact @Handle targeting, the brand was able to target the actual followers of other Twitter accounts, adding an unprecedented level of accuracy and relevance to their campaign.
Finding the actor’s following
The following that the brand was most interested in was that of the show’s starring actor’s. This is a simple yet immensely effective way to increase engagement, as they are already part of the fan following of the star. In addition to Unified’s Exact @Handle targeting, marketers also leveraged standard interest and keyword targeting.
The type of video content presented was extremely short, ranging from nine to 14 seconds only. The snippets, which featured the star hilariously prepping a honeymoon suite and dressing up as an imaginary host on a hit singing competition show, were bold, short, and enough to elicit audience reactions.