About Twitter trends in marketing campaigns
Twitter is a go-to platform where brands connect with their audiences in a fast-evolving marketplace. Even as the second wave of COVID hit us, hashtags on Twitter have been helpful. The usage of right hashtags made sure resources reach people on time. Trending hashtags keep changing by the hour and help us stay updated on what’s new. We enjoy connecting with like-minded people on this micro blogging platform. Sharing our two cents on topics ranging from nostalgic memories, creative pursuits, politics, pop culture and more creates interesting conversations.
Unique hashtags are a great way to get more audience to your content. Brands and businesses create such specific hashtags for campaigns. Also, they encourage readers to use the hashtag while sharing their thoughts. These hashtags spark curiosity amongst readers to know more. Let’s take a look at some of them!
OnePlus: Best purpose driven brand Twitter saw
OnePlus India celebrated 1500 days of its operating system #OxygenOS, the lifeline behind this brand. They partnered with WWF and encouraged their audience to tweet with the hashtag. The promise they made to plant one tree for every tweet came true by the end of the campaign. 27,333 tweets were counted which resulted in the planting of the same number of trees! The campaign resulted in a 15x rise in daily conversations. It became known as the best purpose driven brand on Twitter.
Uber India: Love Moves Forward
After the Supreme court’s landmark judgement that struck down Article 377, Twitter was active with conversations around the LGBTQ+ community. Uber India started a movement called #LoveMovesForward to reinforce this thought on Valentine’s Day, the day that stands for love. To honour all types of love, they petitioned The Unicode Consortium, an NGO that develops emojis, through Change.org India to create a unique ‘Pride Heart Emoji’. By this campaign they began a massive cultural movement that got 34,348 signatures and 65% net positive sentiment increase.
Google India: Best short form content on Twitter
Making the best of short form videos, Google India leveraged topical movements. This was done by creating short videos and GIFs keeping their products at the core of communication. Creatively designed to keep the viewers engaged, these messages were receptive to the brand’s message.
Netflix: The best kind of matchmaking
We all enjoy shows and the lockdown surely increased our consumption. We also constantly look for recommendations. Netflix India heard their audiences and built on it to launch #NetflixMatchmaker. When fans tweet an emoji with the hashtag, they are rewarded with a recommendation tied to the respective hashtag. Since the demand for recommendations will be ongoing, #NetflixMatchmaker pops up each weekend with treats. Perfect solution to what to watch next, eh?
Zomato: Connecting people even from afar
The lockdown and restaurants closed did not stop Zomato from staying connected to their audiences. Keeping up with cultural moments and trends, they kept the conversations fun and hilarious. Things such as cricket matches and hunger pangs were part of the chit-chat. One on one banter and constant engagement with the community tweets surely brought out their personality as a brand.
Our own Blogchatter: Always community centred
Blogchatter started off as a weekly Twitter chat- one of our oldest properties. The chats helped us bring together a large and close knit community. Currently we have conversations over all things blogging, social causes and helping brands reach larger audiences through messages that matter. Several times the unique hashtags we’ve created, organically trended during the campaign.
A while ago, #StaySureWithPediaSure and #GrowRight created insightful conversations around children’s growth and development. #StrengthToLiveNonStop was the perfect way to talk about immunity amongst grownups, especially during uncertain times. Recently, #IndiaHealthyAtHome consisted of light hearted conversations on keeping ourselves occupied at home during lockdown. #KnowYourVaccine educated people on the importance of taking the vaccine, while also debunking myths. Our campaigns are always crafted around community, bringing expert voices to the platform as instruments of change.
2020 was a year of transition and the constraints encouraged brands to be more creative. Meanwhile, more people began to use Twitter. As a result, monetizable daily active users grew 29% year-over-year to 187 million. This was driven by global conversation around current events and product improvements proving that digital conversations on such a happening platform are a perfect way to make our voice heard, be it for a cause, business marketing or simply staying connected with people
