In his book, Steal Like an Artist, writer and artist Austin Kleon encourages creatives to soak up everything they can from the world around them.
“Your job is to collect good ideas. The more good ideas you collect, the more you can choose from to be influenced by,” Kleon says. “You are, in fact, a mashup of what you choose to let into your life.”
In that spirit, I thought it’d be beneficial to explore some of the most creative Twitter campaigns we can all learn from. Although these examples are all from mega-businesses like Netflix and Disney, I think it’s important that we don’t just dismiss them because we’ll never have the same budget or resources. As Kleon teaches, it’s important to look at the best examples of work we can find (in this case, the most impressive Twitter campaigns) and figure out how we can transform or rework what we learn into our own new ideas.
1. Harness the power of relatable moments
The #NetflixCheater campaign played on a 2017 study conducted by Netflix, in which 46% of couples admit to Netflix cheating (the act of watching episodes of a series ahead of your partner, friend or family member). Netflix shared data from their study, as shown in the tweet below, as well as creating multiple types of content – videos, gifs and landing pages.
— Netflix US (@netflix) February 19, 2017
This Twitter campaign was successful because it was so relatable. Users enjoyed getting involved with the campaign because it allowed them to share their own stories and experiences. It made them feel connected and gave them something to talk and laugh about.
The more you understand about your audience, the easier you’ll find it to weave relatability into your content. Look for common themes, traits and beliefs amongst your audience that can help you build up detailed personas. Have fun with what you identify and try to tie it all together with a branded hashtag that will encourage user-generated content – (more on this in point 3).
2. Listen to what your audience is saying (and use what you learn)
It was a tweet in response to their Super Bowl advert that inspired Audi’s #WantAnR8 Twitter campaign. When a follower coined the hashtag herself and began tweeting it @Audi persistently, they took note. They showed up at her house unannounced and gave her a brand-new Audi R8 for the weekend.
The following campaign, which encouraged users to share their own creative reasons for wanting an R8 under the hashtag, gave five lucky winners the chance to experience driving an R8 for the day. At the time (May 2012), this was the most successful Twitter campaign ever. In their entry for the 4th annual Shorty Awards, Audi’s social media team said:
“It was a campaign that achieved tremendous success because of its pure simplicity. She wanted an R8, so we gave her an R8. It was nimble and it was put together quickly and on a very small budget. It was fulfilling a challenge from Audi to increase both awareness and desire of the Audi R8, but it did so in a completely reactive and naturally organic fashion.”
Small businesses can learn from this by focusing on the simplicity – all consumers had to do was tweet to be in with the chance of winning. Furthermore, this Twitter campaign demonstrated the importance of listening to your audience. The idea came from a follower and after seeing such an awesome response, Audi extended the campaign further.
3. Encourage user-generated content
Disney’s 2016 Twitter campaign for the Make a Wish Foundation encouraged followers to share photos of themselves and their loved ones wearing Mickey Mouse Ears, with the hashtag #ShareYourEars.
— DisneyAulani (@DisneyAulani) February 22, 2016
For every photo shared under the hashtag, Disney donated $5 to the foundation. When the campaign went viral and $1 million USD were raised, Disney doubled the donation to $2 million. It was undoubtedly the nobility of this Twitter campaign that caused its success. Whilst you might not have a cool $2 million to donate to your favourite charity, there may be other ways in which you can build brand loyalty by supporting causes that your audience cares about.
But more than just a way to demonstrate its generosity and make money for its partner charity, Disney’s Twitter campaign had other benefits. Primarily, it encouraged user-generated content that helped to increase brand awareness and desire. I don’t have the stats, but I’ll bet that seeing so many people wearing those iconic ears that are synonymous with family fun encouraged a fair few unplanned bookings to Disney World that year.
The #ShareYourEars Twitter campaign gave users an easy way to get involved and share their memories and experiences with their own followers, whilst also supporting a worthwhile cause. Look for opportunities to encourage your audience to create their own content around your products and services, be it in support of a charity or as part of a competition or challenge.
I hope these 3 campaigns help inspire your next Twitter campaigns. Have you come across any other Twitter campaigns that you’ve been inspired by? Let me know by tweeting me @Liz_Harmon.Take a look at these 3 impressive #Twitter #campaign examples and discover what you can learn from big businesses like Disney and Netflix Click To Tweet