This being a new product launch, our objective was awareness. So the metrics that mattered to us on Twitter were view completions and impressions. Twitter’s grocery store targeting feature proved to be successful in reaching customers near Lightlife’s distributor’s locations, which served as a great foundation for us to hone in and refine our target audiences.
How do you use Twitter Ads to amplify your marketing efforts?
MKB: Prior to our initial campaign launch, the two words most associated with Lightlife in social conversations were “veggie” and “vegan”. Our goal was to change consumer perception and ultimately change the conversation around the brand. It was important that we achieved this goal because it would mean Lightlife owned a new position within the meat alternative category. The content we placed and the conversations we had with consumers on Twitter helped us to change that. One year later, the two words most associated with Lightlife were “meat” and “delicious”, while two of Lightlife’s main competitors were still tied to words like “vegan”.
KV: We’ve used Twitter Ads to reach people based on keywords and behaviors. That strategy helped us effectively build and reach specific audiences that relate to certain product categories.
Recently we've performed audience testing on Twitter. We restructured our targeting approach based on our learnings and the availability of Lightlife's new frozen line. This ad strategy was centered around the targeting followers of specific grocery stores since Lightlife’s availability within certain markets is so specific. Working off of a geographic structure and integrating demographic filters made our campaign creative relevant to our target audiences. Since our specificity lead to relevancy, our ads were delivering higher impressions, which is great for our goal of building brand awareness.
How do you plan and create Twitter Ads that will resonate with your target audience?
MKB: We are firm believers that creative content and media placement need to support one another. Filming a TV ad and then promoting it on digital and social channels is never ideal. Each channel is used differently, and content should be specific to that channel and usage occasion.
On Twitter our video content is short and sweet. It’s direct and punchy.
An example of a creative concept and Twitter media placement supporting one another is Lightlife’s frozen campaign. The videos we created were intended to be our consumers’ inner monologue. It was some of the most relatable content we’d ever created so we letterboxed the videos in a meme format because that’s how people were relating to content. We took advantage of the whole “OMG this is me” trend because the creative allowed for it.
KV: At NAIL, we like to make smart, funny, and fascinating things. Because we see every video, every Tweet, every everything as an opportunity to make someone feel connected to your brand. We try to be sure our clients’ content evolves with social media culture. It’s important for us to keep up with the way people are having conversations online, so Lightlife continues to be seen as a brand our audience wants to talk to. Social listening and trend research are essential components of my job, accumulating that data helps me build content recommendations that hopefully break through the waterfall of information on consumer’s feeds. Being able to listen to and understand the voice of the consumer helps inform and optimize the content we’re creating, and listening to the conversations taking place within those broad and narrow scopes of consumer categories enables me to gather feedback that can improve the user’s experience.
On Twitter, we focus on telling stories that create conversations. Our plan is always centered around our creative campaigns sparking some sort of reaction — whether you like what we’re saying or not — and then anticipating those reactions and being ready for them. This approach enables us to build a personality and create a connection with consumers.
What results have you seen with Twitter Ads?
KV: With low brand awareness and low household penetration for a CPG brand, one of our initial goals was to increase awareness. When this is our objective, the KPIs that we look at are impressions and video completion rates. If we are successful with these metrics, and particularly video completions, we can infer that our audience is seeing us and are maybe even enjoying our content. We’ve seen great success in these areas with Lightlife’s Twitter advertising and are continuing to optimize for even better results.
Any final tips for agencies on Twitter?
MKB: Always create content specific to the channel. Consumers are savvy and are actively trying to avoid advertising every chance they get. Make the ad experience pleasant for them and they may stick around and view or read the whole thing.
Experiment. Test different post copy. Test different audience targeting. Different versions of creative. Sometimes an idea doesn’t perform like we thought it was going to. No biggie. See what works and what doesn’t and apply those learnings to the next round.
KV: In the social world, every Tweet is an ad. Every impression you have on a consumer affects brand sentiment. Right now, it’s super trendy for brands to be roasting people and clapping-back, but I think it’s important to make sure the content your posting is true to your brand. Thankfully with Lightlife, I can be sassy because it’s authentic to their brand personality. Do what’s right for your client, not what you want to do for you.
Other one-off tips for agencies on Twitter:
- Listening to your audience is just as important as keeping track of your quantitative metric
- Don’t be a megaphone, respond to people! Even on your ads.
- Best practices are like one-size-fits-all leggings; learn what works for you by testing your creative, testing audiences, and learning from your findings. What works for a major CPG brand might not work for a small B2B.
Know a brand doing interesting things on Twitter? Tweet us @TwitterBusiness.