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How to do native advertising on Twitter

Jun 24, 2019

Your company or brand want to get tweeting with the other birds on Twitter. You want to generate retweets, get more followers and engage in conversations. You might even have tried promoting tweets on Twitter. But what is great native advertising on Twitter? Here, we give you four great examples of native advertising on Twitter.

1. #FitForFood - How Fitbit helped feed America and engaged with users in the process

Fitness tracker brand Fitbit has partnered with the food bank network Feeding America for a campaign entitled 'Fit for Food'. The campaign encouraged users to donate their burned calories to feed hungry Americans.

The goal of the campaign was to donate one billion calories to Feeding America and to get the word out about the ambitious goal Fitbit partnered with comedian Joel McHale known from the comedy series 'Community'. He was featured in a video humorously mocking the lazy ways people claim to lose weight and get fit, but shifting gears to explain the Fitbit one billion calorie fundraising effort.

The video in McHale's tweet has been viewed around 140,000 times. 

Joel McHale tweeted the video to his 3.61 million followers on Twitter. Both Feeding America and Fitbit also promoted the video via their accounts.

The goal was reached far quicker than imagined. The campaign was launched on February 3 and was to conclude on March 3, but the one billion calorie goal was reached after just 16 days.

The 'Fit for Food'-campaign helped feed the hungry, but also reminded people about the value proposition of the brand.

The campaign on Twitter resulted in:

  • 106,000 people burning calories
  • one billion calories being converted into a donation to Feeding America
  • 1.5 million meals for people in need

Why it worked:

The campaign worked because Fitbit was able to engage in a conversation with its audience. The campaign promted people to be active and therefore reminding them about the value propositon of Fitbit.

2. #Deal30 - How American Airlines' Twitter account took flight by celebrating success

When American Airlines celebrated the 30th anniversary of its 'AAdvantage' loyalty program they ran a Twitter contest called 'Tweet to Win 30K Miles'.

The Twitter contest was a part of a larger campaign called 'Deal 30', which involved 30 partner deals and promotions over 30 weekdays. The AAdvantage team created a microsite that promoted a new deal or promotion every day. The Twitter contest occurred on the fourth day of the promotion.

Contest participants had to register their AAdvantage number on a microsite, tweet the #Deal30 hashtag and follow the @AAdvantage account to enter for a chance to win 30,000 fly miles.

The campaign was promoted through AAdvantage and American Airline's social media channels with the goal of driving traffic to the Deal 30 microsite to increase buzz for the remaining deal and attract new followers for the @AAdvantage Twitter account.

aa deal 30 twitter

Through Twitter, followers could enter a contest to win 30,000 miles with American Airlines. Photo: Screenshot

American Airlines managed to create traffic to the microsite and increase followers for their Twitter account.

The campaign on Twitter garnered:

  • nearly 18,000 clicks on the microsite's link
  • a 70 % increase in followers for the @AAdvantage account
  • a 43 % increase in retweets
  • more than 27,000 entries to the Deal 30 microsite

Why it worked:

The campaign worked because American Airlines was able to activate its audience and engage in a conversation with them. Futhermore the campaign was centered round a contest which was easy to associate with the airline company.

3. #BlueKey - How the UNHCR ran away with Twitter for a day due to a 'tweetathon'

For the World Refugee Day in 2011, USA for UNHCR held a 'tweetathon' as a part of its overall Blue Key Campaign. The campaign asks Americans to buy a Blue Key pin for 5 $ to show their support for refugees across the globe and UNHCR staffers that work to assist them.

The 'tweetathon' took place seven days before the World Refugee Day and it featured a number of Twitter influencers tweeting via their personal accounts for at least an hour and supporting tweets from the official @UNRefugeeAgency Twitter handle.

Roya Hosseini, wife of 'The Kite Runner' author Khaled Hosseini, also appeared on the 'tweetathon' as a special guest. She helped increase awareness of the 'tweetathon' and the campaign.

The 'tweetathon' helped increase awareness of UNHCR and led to a significant increase in dispatched Blue Keys.

On the day of the 'tweetathon':

  • 1,524 tweets used the #bluekey hashtag, which was a significant increase over the daily average of 50 that occurred during the rest of the campaign
  • traffic to the Blue Key website increased 169 % over the previous high point
  • more than 50 % of key purchases for that week were a result of the 'tweetathon'

Why it worked:

The campaign worked simply because UNHCR was able to create a trending topic on twitter which created more awareness around the Blue Key Campaign.

4. #ShareACoke - How Coca-Cola bottled up significant sales because of Twitter

In the summer of 2014, Coca-Cola labelled Coke, Diet Coke and Coke Zero bottles with the most popular first names and nicknames among Americans.

As the new packaging rolled out, Coca-Cola launched and encouraged fans to personalize virtual bottles and share them with friends and family via Twitter using the hashtag #ShareACoke.

The campaign was first launched in Australia in 2011, after local executives brainstormed on ways to re-engage consumers in stores and online. The seasonal campaign has since spread to about 80 countries.

coca coal ad Coca-Cola gave all their bottles and cans first names in real life. And on Twitter users could make a virtual coke with their own name on it. Photo: Coca-Cola

How do you get Americans to drink soda again? Put their names on bottles and cans and throw it on Twitter.

The campaign on Twitter resulted in:

  • more than 250,000 tweets sent using the hashtag between June 1 and August 31
  • a potential reach of more than 1.75 billion
  • a bump in sales, thanks to the campaign according to The Wall Street Journal

Why it worked:

The campaign worked because Coca-Cola was able to activate its audience and engage in conversation with their consumers who requested more names on more coke cans. The virtual cans was also easy to share online creating more buzz around the campaign.

Alexander Højfeldt Lund er Head of Writing hos det prisvindende content marketing-bureau Brand Movers. Han har været involveret i flere prisvindende content marketing-projekter, hvor han har haft det overordnede ansvar for tekstproduktionen. I Brand Movers leder han tekstafdelingen, der hver dag producerer indhold til store nationale og internationale kunder. Primært er hans ansvar at sikre høj kvalitet i alle tekster, der forlader bureauet og samtidig være katalysator for kreative løsninger og ideer til indholdsproduktionen. Alexander Højfeldt Lund er uddannet journalist og har arbejdet som journalist på Fyens Stiftstidende, redaktør på Jyllands-Posten og redaktionschef i det journalistiske produktionsselskab Media Movers. Den journalistiske baggrund præger Alexander Højfeldt Lunds tilgang til content marketing. Han er vild med de historier, som brands kan fortælle, men han går også meget op i troværdighed, og han insisterer på at udfordre de brands, han arbejder med. På den måde laver man det bedste indhold, mener han.

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