Twitter brand campaigns that made an impact in 2019

Here's a look at some of the best brands on Twitter and how they stood out in their respective categories

by exchange4media Staff
Published: Jan 3, 2020 8:20 AM | 8 min read

Twitter is the go-to platform for brands to connect with their customers and stay relevant in a fast-evolving marketplace. This year, brands across sectors rolled out innovative campaigns to keep up with current trends, and to engage with the audience at the right time. Twitter’s varied formats cater to every brand’s needs and align methods with the brand’s messaging to deliver customised campaigns.

As the year comes to a close, we take a look at some of the best brands on Twitter and how they stood out in their respective categories!

Best Purpose-Driven Brand: OnePlus India’s ‘Plant a Tree with #OxygenOS’

This year, brands took a stand on causes. OnePlus India (@OnePlus_IN) celebrated 1500 days of its operating system, #OxygenOS, the lifeline behind the smartphone brand, and tied the idea to an important cause.

OnePlus India (@OnePlus_IN) partnered with WWF (@WWFINDIA) and utilised Twitter’s ‘First View’, feature with a conversation card. This card prompted audiences to Tweet with #OxygenOS, and promised that the brand would plant a tree for every Tweet. Each Tweet also initiated an auto-response, thanking those who engaged with the campaign.

Here's celebrating what breathes life in this world & into our products?

Join us as we team up with @wwfindia to celebrate 1500 days of #OxygenOS by planting a tree for every tweet.

Tweet with #OxygenOS to plant a tree.
— OnePlus India (@OnePlus_IN) September 12, 2019

The campaign was activated across key airports in India and showcased real-time Tweet counts, along with dynamic user appreciation Tweets. In one day, 27,333 Tweets were recorded, with as many trees being planted by OnePlus India (@OnePlus_IN). The campaign resulted in a 15x rise in daily conversations for the brand, making OnePlus India’s(@OnePlus_IN) Oxygen campaign the Best Purpose-Driven brand of the year on Twitter.

Best Connection to Culture: Uber India’s #LoveMovesForward

Following the Supreme Court’s landmark judgement that struck down #Article377, Uber India (@Uber_India) started a movement #LoveMovesForward to encourage conversations around the LGBTQ+ community. @Uber_India petitioned The Unicode Consortium (@unicode) - a non-profit organisation that develops emojis, through Change.org India (@ChangeOrg_India) to create a unique ‘Pride Heart Emoji’

With the #LoveMovesForward movement, we hope to give love an inclusive expression, and the world a chance to express inclusivity ever more frequently with the Pride Heart. Thanks @ChangeOrg_India for giving us the platform! Add your voice to the movement: https://t.co/Nh8WEhhXgu
— Uber India (@Uber_India) March 6, 2019

The petition received 34,348 signatures, #LoveMovesForward received a 65 per cent net positive sentiment increase. Through the campaign, @Uber_India aligned with a massive cultural revolution that stirred youth across India, winning the campaign this year’s Best Connection to Culture.

Best Pre-Launch Tease: Amazon Prime Video’ #TheFamilyMan

Amazon Prime Video (@PrimeVideIN) launched a campaign to announce the show, #TheFamilyMan. An automated solution was created, which enabled people who engaged with a Tweet by Manoj Bajpayee (@BajpayeeManoj), the lead actor, to unlock the show’s trailer before its release date. A customised emoji was designed based on the dual sides of the lead character -- a family man and a spy. The unique emoji revealed the character’s second personality once the Twitter app was switched to Dark Mode.

The campaign resulted in 1.3 million video views and 17,000 opt-ins for reminders of the trailer launch.

Q: what will it take to watch #TheFamilyMan trailer before the rest of the world watches it?
A: ❤️ or ? this tweet and follow us so that we can send you a secret trailer link! pic.twitter.com/gViaU1Abua
— amazon prime video IN (@PrimeVideoIN) September 3, 2019

Best Product Launch: MG Motor India’s MG ZS EV with #ChangeWhatYouCan

Earlier in the year, Morris Garages (@MGMotorin) successfully launched MG ZS EV in the Indian market positioning themselves as a technology company rather than an ordinary automobile manufacturer. MG Motor India (@MGMotorin) kicked-off the campaign with the message #ChangeWhatYouCan to leverage discussions on Twitter and build their clout as a company for electric vehicles.

The promoted trend #ChangeWhatYouCan received a 36 per cent increase over the average trend impressions for the category. As a result, MG Motor India (@MGMotorin) dominated electronic vehicle conversations on Twitter this year.

Not having enough range in an EV will stop people from adopting it? ? #ChangeWhatYouCan
— Morris Garages India (@MGMotorIn) December 2, 2019

As @MGMotorIn unveils the #MGZSEV, President & MD @rajeev_chaba is confident there is demand in India for EVs. Tells @CNBCTV18News's @AreebSherwani that MG will set up charging infra and with the govt stepping in it will be 'sone pe suhaaga.'#ChangeWhatYouCan #DRIEV #MGZSEV pic.twitter.com/jYUKXFeIVb
— CNBC-TV18 News (@CNBCTV18News) December 9, 2019

Best Brand Launch: Kia Motors’ #GamesofInspirations

With its #ThePowerToSurprise campaign, Kia Motors (@KiaMotorsIN) leveraged its fictional characters of Meerkat (@Meerkat_Me) and Designer Johnny (@_DesignerJohnny), to introduce the #GamesofInspirations. The brand rewarded people for their creative engagement. Kia (@KiaMotorsIN) also onboarded Tiger Shroff (@iTIGERSHROFF). Kia Motors (@KiaMotorsIN) also cemented its position as a master of topical moments as it kept conversations going around Engineer's day, Suits, Game of Thrones, Wonder Woman and the likes.

Hey @KiaMotorsIN bought this expensive gift for @_DesignerJohnny from London ? but he won’t take it ?. Please tell me how do I become one of the Magical Inspirations for Kia Motors? ? #Magicalinspirations #StunningDesigns #GameOfInspirations pic.twitter.com/uQKzeWdKhP
— Meerkat (@Meerkat_me) May 19, 2019

Best Short Form Content: Google India

Google India (@GoogleIndia) leveraged topical moments to its advantage by creating short videos and GIFs while keeping its product at the core of its communication. The videos were creatively designed to keep the viewer engaged, keeping Twitter’s best practices in mind, and were also receptive to the brand’s message.

Can’t wait for the next match? ?
Just ask your Google Assistant for the latest schedule, stats, standings and more. #CWC19 pic.twitter.com/yJ5bT1p0Cj
— Google India (@GoogleIndia) June 14, 2019

Best Brand Voice: Durex India

Durex India (@DurexIndia) made the most of Twitter’s conversational nature with its own unique voice which perfectly suited their product - playful and flirtatious. Durex India (@DurexIndia) did this by participating in topical conversations through memes and Tweeting contextual images. The brand mastered the art of puns with innuendos that kept audiences constantly engaged, making the account a creative, unique follow.

India has chosen its favourite! And it's the exciting Bubblegum flavour! #BlowUpTheBubble. So, how about we make blowing a lot more fun than it already is?
Introducing the bubblegum emoji! Now Retweet or ❤ this and find yourself with an exciting surprise!
— Durex India (@DurexIndia) November 12, 2019

Best Use of Live Streaming: Cisco India #YouMakePossible

This year, Cisco Systems India (@cisco_in) made the most of going live by speaking to their key audiences including BDMs, CTOs, CEOs at scale, and keeping them updated with Cisco's latest technology and products. The live stream video of Cisco’s event, #CiscoConnectBangalore, with the brand’s #YouMakePossible message, garnered a record 51k video views, with an 18 per cent video view rate in only 1.5 hours.

Cisco Connect Bangalore brings you a platform to experience the power of technology. Join live as we help you in leveraging technology to build a world of possibilities. #CiscoConnectBangalore #Youmakepossible https://t.co/5m6CGSAxWB
— Cisco Systems India (@cisco_in) November 25, 2019

Best Use of Creators: Spotify India’s ‘There’s a playlist for that’

Spotify (@spotifyindia) launched in India as a music listening app with over 3 billion playlists this year. The brand wanted to establish music’s connection with every expression or moment. Identifying moments from every-day lives, @spotifyindia designed playlists for various situations and told people, “There’s a Playlist for that”. The brand generated participation on the Twitter timeline by seeding situations and hyper-local interests to initiate conversations with audiences.

@spotifyindia travelled across timelines as it looped in influential creators on the platform, connecting multiple moments and expressions to music, with a playlist for everything!