As one of the top music labels, Interscope Records (@Interscope) has access to some of the most powerful voices on Twitter, including a roster of superstar artists such as Black Eyed Peas, Eminem and Lady Gaga.
@Interscope uses their own Twitter account to promote their talent. However, for Lady Gaga’s (@ladygaga) new album, “Born This Way,” the record label wanted to drive music downloads and video views in a way that leveraged her tremendous influence and reach on Twitter.
In the month leading up to @ladygaga’s “Born This Way” album launch, @Interscope used Promoted Tweets in search to tease the upcoming album. The record label ran 18 Promoted Tweets to maintain a steady presence in front of their audience. The Promoted Tweets all had a clear call to action that drove users to download the song, retweet messages or watch a video.
BORN THIS WAY THE ALBUM IS NOW RELEASED WORLDWIDE: http://bit.ly/jMjLid 5†23†11— Lady Gaga (@ladygaga) May 23, 2011
Promoting a Tweet from an influencer’s account is a great way to extend the reach of your campaign to all of their followers. Work with your influencer to plan the campaign and get their permission to promote their Tweet. Once you have permission, contact your Twitter Ads specialist or click on the Need Help? button in your account and we’ll guide you the rest of the way.
By using Promoted Tweets in search from two accounts in two campaigns, @Interscope generated buzz and drove sales for the album and views for the music video.
3 keys to success
Leverage influencers to expand your message.Join forces with influencers to amplify your message. @ladygaga gave permission to @Interscope to promote her Tweet.
Include a clear call to action.
To increase engagement, give your followers clear instructions and incentives in your Tweets. @Interscope’s Promoted Tweets had a strong call to action to download a song, retweet a message or watch a video.
Plan a separate campaign for each event.
Generate a steady buzz for each event with uniquely relevant Tweets. @Interscope used Promoted Tweets to generate excitement for the new album, and then launched a follow-up campaign to promote the music video.