With Facebook (+Instagram) and Google (+YouTube) hogging all the media dollars, Twitter has struggled to capture brands’ attention to use it as a ‘pay-for-play’ platform. As the mediabuy agencies drive the spend agenda for brands, the challenge was to educate and convince the mediabuy executives to keep Twitter in the channel mix.
Through #TweetToTheTop, a three-phase digital education programme that attracted over 130 young Mediabuy executives across over 30 agencies from 5 APAC markets, to compete for a spot to get to Cannes Festival of Creativity 2018. It helped Twitter create brand ambassadors of top media planners in the region, empowering them to take the lead by using the vast array of tools and endless data knowledge exclusive to Twitter. The ultimate aim: to make Twitter their platform of choice when making recommendations to their clients.
The #TweetToTheTop programme has been widely covered by top-tier regional and local media in the region – including Campaign, The Drum, Marketing Interactive, Digital Market Asia, CNBC-TV18 and The Economic Times, The Times of India. The programme saw over 140 Twitter campaign proposals being submitted, with a significant number live campaigns generated. The programme is currently in its final phase.