Twitter Marketing Campaign Shows The Power Of Manifestation
Yesterday, the world woke up to a worldwide example of the importance of chasing your dreams and the power of manifestation. Twitter launched it's "Tweet into Existence" campagin which is an 8 city campaign in the US and Canada that included 39 billboards. The billboard appeared in cities such as Houston, Chicago, New York, and Toronto, to name a few.
This comes after a perfect time when the world is getting to that 3 weeks into the New Year’s resolution phase and begging to fall off the new year momentum. What’s even more on point for this campaign is the billboards are strategically placed in the hometowns of the athletes and stars that tweeted them. For example, Meg The Stallion's tweet was placed in Houston, and Wallace’s billboard will be in Talladega,
“With this campaign, we’re celebrating a group of talented individuals who, through their own hard work and drive, were able to manifest and make the dreams they Tweeted their reality,” said Jenna Ross, Twitter’s senior manager of entertainment partnerships. “We hope to help inspire countless others to dream big, put their goals out into the world, and Tweet them into existence.”
As part of the initiative, Twitter will donate nearly $1 million to charities chosen by the group of 12 starring in the campaign, including Boys and Girls Club, Destination Crenshaw, The 3-D Foundation, and UNICEF Canada.
Tweets about manifestation are at an all-time high, the social network reports, with 100% year-over-year growth and a total of close-to 60 million posts over the past three years.
So why is this a good campaign?
Inside our ADE method, our framework used to design and build all of our client’s campaigns, we consult and base our tactics off of Jonah Berger’s STTEPS method. STEPPS is tried and true marketing strategy crafted by Berger that can be applied to any campaign to see the probability of a campaign going viral.
Social Currency- Being the first person to show and share Twitter’s new campaign will make you seem cool and in the know. I know this because as SOOON as I saw it, I started forwarding it to all my friends.
Triggers- The timing of the campaign is that it was launched in the third week of the new year. The trigger is January and your “new year, new me” vibes.
Public- Welp, this is obvious. The billboards are huge and plastered in a spot where you can’t miss them.
Emotion- It plays into the feelings and desires of all people wanting to bet on themselves and make their wildest dream’s come true.
Practical Value-If you hadn’t been an avid tweeter before, the billboard display alone, shows how one tweet can change it all. Compelling you to do what? Tweet.
Stories-These tweets take you back to your favorite stars and athletes’ moments of self-declaring of greatness and their goals.
In addition this was also an amazing example of how out-of-home market — often referred to as OOH, which includes any ad that appears outdoors or in a major public space like billboards, public transit and more. OOH marketing has been on the rise these last couple of years. We’ve seen billboards use in some of the most lavish marketing campaigns.
Remember when Drake used billboards to announce features on his latest album in major cities like New York, LA and Houston to announce album features?
OR, Remember when Tiffany & Co painted Time Square “Tiffany Blue” using digital billboards during their ‘ABOUT LOVE’ campaign with Beyonce & Jay Z?
Lastly, billboards are even taken Hip Hop by storm. Rapper, Key Glock, used a 3D digital billboard in his album rollout for Yellow Tape 2.
Wrap Up: How to Apply it To Your Brand’s Marketing
Consider how can Billboard play apart in your next marketing campaign
Consider Jonah Bergers STEPPS method when crafting your marketing messaging.
Ready for our team to craft your next campaign? Take a look at our services or Book A Clarity Call for an immediate action plan for your marketing.
