Why is this work relevant for Brand Experience & Activation?

Twitter elevated the Ramadan experience for Indonesian on the platform, by showcasing the best of Twitter, both online and offline. By asking people to “Tweet Your Magic”, Twitter encouraged positive and uplifting messages during Ramadan. Those who participated got rewarded by the 3 partner brands (AQUA, IM3 Ooredoo and Lazada) and got a chance to see their Tweets featured in digital billboards across Jakarta. And in the OOH campaign, those Tweets were shown in both Dark and Light creatives, to mirror the Dark and Light modes of Twitter’s user interface. The campaign generated massive engagement and positive conversations surrounding Twitter.

Background

Situation: Indonesians are known to be warm all year round. On Twitter, they spread goodness and gather help in all ways possible with the “Twitter Please Do Your Magic” organic movement, an “only on Twitter” phenomenon in Indonesia. With another social-distanced Ramadan on the way, Twitter saw an opportunity to elevate the experience for Indonesians on the platform during Ramadan, when many were still apart from loved ones. They spent a lot of time online and longed for connections. Objective: The goal was to plaster the country with kindness and positivity to cheer them on in this difficult time, both online and offline. Brief: -Twitter wanted to campaign for positive and uplifting messages on Twitter. -On top of sharing these stories, we wanted to reward these acts of kindness, and Twitter partnered with some of Indonesia’s biggest brands, IM3 Ooredoo, Lazada and AQUA, to give back to people who participated.

Describe the creative idea (20% of vote)

If you search “Twitter Please Do Your Magic'' on Twitter, you'll find heartwarming stories of Indonesians raising funds for the needy, supporting small businesses, helping someone get a job, and many more. The meaning of ‘Magic’ has morphed into the symbolism of positivity, acts of kindness and show of support. Realising this perfectly captured the Ramadan's spirit, Twitter turned the organic movement into the hashtag #TweetYourMagic in a campaign to bring Indonesians together. On Twitter, the hashtag activated a custom emoji to reveal a heart in dark mode, to let people know that their kind words can lift others up - even in the darkest times. When Twitter brought those uplifting Tweets from the online platform to the physical world by blowing them up in digital billboards across Jakarta, those Tweets are shown in both Dark and Light creatives, to mirror the Dark and Light modes of Twitter’s user interface.

Describe the strategy (20% of vote)

Target Audience: In this B2B2C campaign, Twitter wanted to target both the Indonesian audience on the platform (B2C audience) as well as brands and marketers who are the strategic partners of Twitter (B2B audience). The approach was to create a campaign that could showcase the best of Twitter to people on the platform, while also showing the value of Twitter as an advertising platform to brands, during the most important period of the year for both Indonesians and businesses. This resulted in a multi-brand partnership in which partnering brands could be part of the #TweetYourMagic purpose-driven campaign, while integrating it seamlessly with their own Ramadan campaigns and messagings. The truly integrated campaign focused on 2 main channels: the Twitter social media platform itself and digital OOH channel. From Twitter Marketing Indonesia handle, Twitter brought 3 brand campaigns together and showcased the OOH billboards, further amplifying offline work on the platform.

Describe the execution (30% of vote)

At the beginning of Ramadan 2021, Twitter launched the #TweetYourMagic custom emoji and rallied Indonesians to #TweetYourMagic by sharing words of kindness, hope and positivity and mentioning one of the participating brands: AQUA, IM3 Ooredoo and Lazada. For every Tweet that was encouraging to others, AQUA donated to protect those in need. For every Tweet about being apart from loved ones, IM3 Ooredoo offered a discount on data plans to help get reconnected with them. And for every Tweet about the most meaningful things about Ramadan, Lazada offered a discount to help people realise their hopes. Twitter further spread the magic of love and positivity by bringing those Tweets on digital billboards across Jakarta in a 2-week OOH campaign (2-17 May) . Twitter also worked with Indonesian creators to interpret Tweets from the campaign into heartwarming illustrations, which were amplified on Twitter as a nice wrap up for the campaign.

List the results (30% of vote)

The campaign activation saw exceptional results. The social campaign delivered 30.5 million impressions and 813,000 engagements. The digital Out-Of-Home campaign delivered an additional 7.7 million impressions during the 2-week campaign. Our best performing Tweet which teased different OOH billboards and locations got 15% engagement rate, 5x higher than industry benchmark. The Twitter Indonesia timeline was full to the brim with positivity during Ramadan. Over the 4-week campaign, we saw a 2.5x increase in Ramadan conversations, and over 115,000 meaningful and heartfelt Tweets coming in from all over the country. One of the participant brands AQUA was able to match the Tweets to 5,000 donations to support those in need.