Twitter names the top 2021 brand campaigns on Twitter

Twitter has named its standout Australian brand campaigns on Twitter for 2021.

Twitter has listed Optus Sport, Foxtel and Alienware as the Twitter campaigns that it says got people talking.

Twitter Australia acting managing director Angus Keene said: “Being top of mind and creating meaningful connections with audiences continues to be a priority for brands. This year, we got to see brands get creative and put forward their best ideas to connect with their audiences on Twitter.

“Twitter is the first scroll for when anything is happening in the world. It’s where conversations start trending, whether it’s sports, a new series, or breaking news. Our top three standout brands tapped into these cultural moments to find new and engaging ways to capture their audience’s attention.

“We also saw brands use Twitter to launch something new. We know that 91% of people on Twitter want to see new launches from brands and that twice as many people will talk about a brand if they see their launch campaign on Twitter. For these brands, it’s proven to be a powerful way to make a bang whether launching a new product, or a new series.

“I’m always so impressed by the calibre of brand campaigns on Twitter, and I have no doubt that 2022 will bring even bigger creative campaigns.”

One of the brands mentioned that Twitter felt was a standout was Foxtel’s promotion of the latest season of Succession, the finale of which recently aired.

Using Branded Notifications, Foxtel sent tune-in reminders via push notifications opted in by users. The message for each reminder was customised to reflect the news sentiment of that particular day and powered by Twitter Trends.

Optus Sport was also named as it used Twitter’s Takeover format for the broadcast of the UEFA Euro 2020.

Also mentioned was Alienware, who was involved in the Alienware Armchair Experts commentating and featured Alienware products.

Twitter also named the top 2021 hashtags in Australia last week, with COVID-19 and Tokyo2020 making the list.


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