Making it personal this Christmas: Key optimisation tactics for Twitter
Summer is over, and we have broken into the first embers of autumn, meaning preparation for Christmas campaigns should now be well underway! And so, we are taking a look at how brands can optimise their campaigns on Twitter to amplify consumer engagement throughout the festive season. This is the first in a three-part series that will also address Facebook and email marketing campaign execution tips.
With less than 100 days until Christmas, two of the largest sales events of the year will also be taking place during this diminishing run up to the holiday season; as Black Friday and Cyber Monday kick off the ever-competitive race for loyalty within the crowded festive marketplace. But how can your Twitter feed help you stand out from the crowd…?
The answer lies in adopting a more interactive and visual approach, but there are several ways to do this in an individualised and creative way.
- Retweet to Remind / Retweet to Subscribe
Retweeting can often be thought of by consumers as nothing more than a bookmarking tool or the fool-proof method of updating feeds with new content. The potential to create a more fun and engaging campaign instigated by this simple interaction is huge – particularly when personalisation can be incorporated. In our campaigns for Alien: Covenant and Suits, viewers were invited to sign up to receive a single reminder or multiple beats of exclusive personalised content from these brands, thereby delivering highly shareable content to their most ardent fans. In terms of retailers looking to shine through in the Christmas market, this could be a reminder surrounding an upcoming in-store event or perhaps an interaction designed to sign the consumer up to your brands ‘Advent Calendar’.
- Surprise & Delight
With the average consumer’s attention span dwindling and only a 140-character-sized-opportunity to make an impact (perhaps soon to be 280 character!) – the art of immediacy is more effective than ever before. As such, real time reactions will play a big role with Twitter users this festive season. The unforeseen is key when replying via personalised video, and the reward of this for brands is to be able to monitor for engagement and continue conversations with personalised video replies there and then. For instance, you might dispatch an individualised message of, “Thanks for buying your Christmas presents from our shop, John Jones – we hope you have a Merry Christmas!” Ensuring brand sentiment while the mulled wine is hot.
- CTA / Conversational Ad
Last Christmas we created a #SantaDeer campaign for Santander that encouraged consumers to interact with daily competition Tweets for the ‘12 Toys of Christmas’ campaign. . In return, they received a personalised video in reply to their entry, wishing them ‘Good luck!” with their competition entry from Santander’s celebrity brand ambassadors, Jessica Ennis-Hill and Jenson Button. . A second video was sent to the winner each day congratulating them.
Employing one or more of these strategies in your Twitter campaign this Christmas will help your brand to stand out against the usual cosy holiday stills and John-Lewis-style adverts that usually crop up on feeds in December. And having seen an average 250% uplift in account engagement across all our Christmas campaigns last year, the proof really is in the plum pudding. Watch out for next week’s instalment on how to get festive with Facebook …
Want to know more? Contact our team on (0)1491 413333 or email firstname.lastname@example.org