Thursday, October 29, 2015

Twitter's TV ad campaign

Twitter has launched its TV ad campaign promoting moments, which was launched earlier this month. Since Jack Dorsey has been handed over the reins at Twitter, a lot new has happened. Twitter finally seems to have a sound product roadmap. One of the biggest challenges being faced by Twitter right now is its sluggish user growth as compared to Facebook (apart from the lack of a steady revenue stream). This campaign should hopefully help set things up and speed up the growth of Twitter.

Twitter will be starting a large-scale marketing campaign aimed at acquiring new users and getting back the ones who used and abandoned the service years ago. It's TV ads have been created by TBWA\Chiat\Day (also responsible for the famous 1984 Macintosh ad). The ad is good, fast paced and aptly represents Twitter moments. To the ones who are new, this should definitely create enough curiosity. It beautiful captures conversations that happen during live events and the use of second screen by consumers. This also comes from the insight on the heavy use of Twitter by consumers to share opinions and updates during live events.

The use of TV ads by Google to promote Chrome helped Chrome reach number #1 in the browser space from the third spot. This campaign should hopefully revive the user growth of Twitter. But it'll still have to backed by a steady revenue stream to keep this growth model sustainable.


P.S. Twitter did a one off ad in 2012. For all practical purposes, this can be considered as Twitter's first biggest ad campaign.