Since their launch nearly four years ago, Promoted Trends on Twitter have helped marketers position themselves at the top of the trend list for 24-hour windows. As such, Promoted Trends have become perfect for brands looking to kickstart a conversation, launch products, or run major campaigns.
Twitter’s 2013 study found that exposure to Promoted Trends turned Twitter members into brand advocates, making them more likely to speak positively about a brand and retweet its messaging. And while the greatest lift in brand mentions occurred the day the ad unit ran, advertisers were still benefiting even three weeks later.
If you’re more interested in purchase intent, the same study found that consumers skewed 151 percent more likely to tweet about considering a product after Promoted Trend exposure. Additionally, conversations about intent and purchase also jumped 19 percent and 33 percent, respectively.
Statistics, while valuable, aren’t always convincing. If you’re still on the fence about implementing Promoted Trends, here are some real-life examples of brands incorporating them into their marketing strategies.
As a new brand, @getunreal wanted to increase awareness around candy products and educate consumers about its mission. The company used a Promoted Trend with the hashtag #MattDamonGetsUnreal to drive viewers to an exclusive behind-the-scenes video that featured cameos from celebrity brand enthusiasts like Matt Damon, Gisele Bundchen, and Jack Dorsey.
— UNREAL (@getunreal) September 26, 2012
Ahead of the campaign, UNREAL asked the celebrities to tweet from their personal accounts on the day of the Promoted Trend to build excitement and credibility. Those tweets ended up extending the reach of the campaign by including mentions of @getunreal and encouraging followers to watch the video.
By tapping celebrity supporters and adding rich media to its tweets, UNREAL was able to significantly increase its awareness, brand conversations, and engagement on Twitter. The company saw daily brand mentions increase 96 times compared to the week before the Promoted Trend campaign.
UNREAL also made sure to connect with consumers on the day of the Promoted Trend by responding to people who mentioned the brand or tweeted with questions. Engagement shouldn’t be one-sided, so don’t expect something without giving back in return. Let consumers know you’re listening by replying to, retweeting, or even favoriting their tweets — simple acknowledgments goes a long way.
Paramount and Super 8
With a summer full of major blockbusters, Paramount’s film Super 8 (@Super8Movie) had a modest budget and needed to find a way to quickly drive awareness and boost box office sales for opening weekend. So to help generate excitement, the movie studio used Twitter to share an exclusive offer with fans using the dedicated @Super8Movie account.
With only one day before the movie’s premiere, @Super8Movie posted a single tweet combined with a Promoted Trend to announce early screenings for Twitter members. After kickstarting conversations around the film with early screenings, Paramount didn’t stop there. Early success isn’t a sign of completion. Instead, the studio ran a second Promoted Trend on the day of the film’s premiere to keep the buzz going.
TWITTER & PARAMOUNT TEAM UP FOR SNEAK PREVIEW OF SUPER 8; FILM RELEASED EARLY! http://www.Super8-Movie.com/sneak #Super8Secret
— Super 8 (@Super8Movie) June 8, 2011
The results of Paramount’s Promoted Trend campaigns were much larger than the studio anticipated. The Twitter exclusive sneak previews generated $1 million and opening weekend receipts surpassed expectations by 52 percent. While we don’t recommend always relying on spontaneous marketing campaigns, sometimes marketers need to think on their feet and Twitter Promoted Products is obviously a solid choice.
While the previous two brands used Promoted Trends to build awareness around a specific product or date to generate conversations, Maker’s Mark leveraged conversations that were already taking place on Twitter. The brand was able to integrate its #CocktailParty2012 campaign into social media through Promoted Trends between the Republican and Democratic National Conventions.
The campaign initially kicked off on August 31, 2012, but its longevity was evident when the hashtag was used heavily throughout the elections all the way through January’s inauguration. It turns out that initiating the campaign earlier in the year worked in the brand’s favor by allowing it to seamlessly enter a nationwide conversation, uniting people over a divisive topic.
Twitter members participated far beyond retweets. They requested a Cocktail Party delegate, said they would write the brand in on the ballot, and helped write the party’s platform: ‘Vote yes on proposition bourbon.’ A huge success for Maker’s Mark, the campaign generated more than 2,800 retweets, 42 million trend impressions, and 60,000 tweet clicks.
As you can see, Promoted Trends are an extremely valuable asset to your marketing strategy. We hope you’re feeling inspired by the three success stories above. If you’re ready to kickstart your own Promoted Trend campaign, we recommend reading through Twitter’s guidelines first. And once you’ve got your campaign laid out, here are some tips on targeting promoted products.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.