Twitter last night (27 October) kicked off an integrated marketing campaign including its first TV ads, which debuted during the World Series. The first spot, created by TBWA/Chiat/Day and dubbed ‘Post Season’, is aimed squarely at sports fans showcasing the best bits of the Major League Baseball playoffs in tweets.
It promotes Twitter’s new ‘Moments’ feature, which pulls all the tweets on a particular topic or event into one place so they are more easily viewable. The aim is to make it easier for people new to Twitter to find content of interest to them.
Moments is currently only available in the US but will be rolled out to international markets in the coming months. Marketing Week understands that a UK campaign is expected in early 2016 after Twitter appointed Lucky Generals as its creative agency earlier this year..
Speaking on a conference call yesterday following the company’s quarterly results, CFO Anthony Noto – who is currently responsible for marketing – said the TV spots will be accompanied by digital video ads, paid search ads and display ads. He also promised “more to come” on the marketing, content and media fronts, although he declined to say how much Twitter would be spending on this campaign.
“We’re excited about all of these things and the opportunity Moments brings to simplify our product and make it easier to communicate our marketing,” he added.
Speaking to The Verge, Noto explained that the campaign’s goal is to target specific user segments that don’t currently use Twitter, for example sports enthusiasts or women aged 18-24. “We want to use their interests as hooks, rather that Twitter itself as the hook,” he said.
The move comes as Twitter struggles for user growth. While ad revenues in its third quarter were up 60% to $513m, total monthly active users increased by just 11% to 320 million. That growth has slowed still further from the 15% increase it saw in the second quarter and missed analyst expectation, causing its shares to slump.
CEO Jack Dorsey, who was appointed to the role permanently last month, said Moments is the start of a broader rethink of Twitter’s strategy as it looks to boost its appeal both to consumers and brands by making it easier to use and understand.
Earlier this week, it unveiled a new analytics tools for marketers to help them better understand the conversations taking place about their brands. It has also signed a new partnership with Google’s DoubleClick to improve advertising.
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