Why is this work relevant for Integrated?

In this highly-integrated campaign, Twitter showcased the best of the social media platform, both online and offline. By asking people to “Tweet Your Magic”, Twitter encouraged positive and uplifting messages during Ramadan. Those who participated got a chance to see their Tweets featured in digital billboards across Jakarta. And in the OOH campaign, those user-generated Tweets were shown in both Dark and Light creatives, to mirror the Dark and Light modes of Twitter’s user interface. Those digital billboards in turn were also showcased in the social campaign, which created excellent engagement rates and generated massive conversations.

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

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

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.

Describe the execution

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. 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 user-generated Tweets on digital billboards across Jakarta in a 2-week OOH campaign (2-17 May) . From Twitter Marketing Indonesia handle, Twitter brought 3 brand campaigns together and showcased the OOH billboards, further amplifying offline work on social media and generating more conversations and engagement.

List the results

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 millions 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.