Every day we curated stories from Twitter that would be relevant to our young target audience, and wrote Copy lines directly into our proprietary application. Our app then rendered hundreds of formats which were then distributed in real-time across YouTube, Spotify and Digital Outdoor — driving people to Twitter to find out more about the story.

Everything in the campaign is 100% driven by data... data as audience insight, data as content, and data as targeted delivery.

265 million outdoor impressions

100 million digital impressions

Significant increase in Twitter NPS

Increase in brand perception 'Twitter gives me stories I can't get elsewhere'

Increased ad recall by 5x compared to previous campaigns

This campaign takes real-time data from Twitter and turns it into advertising for the platform in a matter of minutes.

Data was used as the creative backbone of the content, and the campaign could not have existed without the realtime data connection with Twitter.

We worked with real-time data analysis and Twitter Moments to select the most popular and relevant stories for our audience, happening right now on Twitter.

Based on the subject matter of the story, we then delivered each unique execution to targeted media placements — connecting data from YouTube (a story about Kanye would appear before a Kanye video on YouTube), on Spotify (a story about Lady Gaga would appear for listeners of Lady Gaga), and Digital Outdoor (audiences in London would see different ads to those in the North of England).

Twitter has many challenges with it's own advertising. The Twitter logo and the use of Hashtags are ubiquitous across advertising, making it hard to identify the brand's own marketing.

Further challenges are presented by management of Intellectual Property of video and image rights on the platform.

And the biggest challenge, News on Twitter can sometimes only last for a few hours before it's 'old news' so any reference to data and stories from the platform need to be instant.

Our objective was to create a campaign that would enable real-time data and stories to be shown in a way unique to Twitter, with a visual aesthetic that would make Twitter synonymous with data driven creative executions.