Perspective
Content trends to get brands inspired
At @ArtHouse, Twitter’s in-house content creation team, we view high quality content as a jumping off point. A point to build strong brand foundations, and a point where innovation begins -whether it’s bolstering brand content with best practices, connecting your brand with what’s happening in the world, or marrying your brand with the right influential voices. We’ll walk you through a few of our favorite recent campaigns (some of which ArtHouse helped the brands bring to life) that owned the Twitter timeline.
Colorful brand stories
When it comes to driving performance on Twitter, branding is a must have. But what happens when you take a brand identity and carry it through every aspect of your creative? These campaigns take clever branding to the next level.
Banking on NASCAR
This campaign from @allyracing came to life with the help of @ArtHouse. Running in front of @NASCAR publisher content, this spot focused on highlighting Alex Bowman, driver of the @allyracing sponsored car. And trust us, this 6-second pit stop is packed with branded elements. From the Ally No. 48 car burning branded rubber to sound off elements clad in Ally’s signature font, this spot brought race car branding to life.
Nuts for Planters
@MrPeanut painted the town navy and yellow in this Promoted Video. This ad took us on a 15 second trip into the world of @MrPeanut solely with the use of color as they built landscapes out of negative space. Not a frame goes by without @MrPeanut being top of mind, positioning them for boosts in recall and setting themselves apart from the competition.
Summer of sports
When worldwide sporting events are taking place, people are coming to Twitter to talk about them. For many brands, this presents an opportunity to get creative, no matter how closely they’re affiliated with the event. Twitter found that these brands were able to flex their creative muscle both with and without official partnerships.
Discover goes all in on NHL
As an official sponsor of the @NHL, @Discover was in a unique spot when formulating their Amplify Pre-Roll content. @Discover was able to make a seamless tie-in to their “Your team, your card” deal by running it in front of highly anticipated game highlights. With the help of @ArtHouse, they transformed their product images and branded lockups into a dynamic piece that made a natural connection between them and @NHL.
Doritos tags along
When Christina Clemons made the US Olympic Team, she took something unexpected along with her for the stride across the finish line. That something? @Doritos. The brand couldn’t help but notice the mini Cool Ranch bags dangling from her ears as this US Track & Field star sealed the deal. This Tweet was just the beginning for brand partner Christina “Cool Ranch” Clemons.
There’s conversation in community
There are plenty of ways to have a conversation on Twitter, but we often hear that the real fun goes down in the replies. The following brands tapped influential voices at the right time to drive their brand message — and the conversation — forward. These campaigns also represent the importance of working with diverse talent, a vital element of any brand marketing campaign.
REI explores the outdoors
Looking for your outdoor niche? Just one look into the replies between creators in partnership with @REI, and you’ll find yourself among a community of everyone from city dwellers to birdwatchers. These Tweets bring a moment of organic zen to the digital timeline.
Audible finds music lovers
This @audible_com campaign was made for music lovers. Aided by @ArtHouse, Audible partnered with five influential musicians, music critics, and culture commentators on Twitter to create a captivating content series. From driving the discussion by sharing their favorite W+M artists in Tweet threads and video ads to opening up the conversation to fans through polls, this campaign used a wide variety of Twitter formats to own the timeline.
Promoting with purpose
Walmart celebrates Pride
Partnering with @ArtHouse influencers during US #Pride, @Walmart took their mission to “Spark love. Extinguish hate,” to the Twitter timeline. Terrell & Jarius, family influencers that are part of the LGBTQ+ community, carried the brand’s principles of unity through allyship, respect, and acceptance while also taking a stand against discrimination. They captured moments of their pride and joy though photos and videos posted in Twitter threads.
These campaigns should serve as inspiration to continue to creatively push your brand’s limits, partner with the voices of communities where the conversation is happening, and pair your brand with events that make sense for them.
At @ArtHouse, Twitter’s in-house content creation team, we design Twitter-first content for culture, communities, and conversation. Follow us on @ArtHouse to see more campaigns and content we’re sharing and talking about.
Robin Simon is a Content Producer on Twitter ArtHouse. Over the last two years she’s worked with over 300 brands and crafted countless assets for the Twitter timeline. You can follow her on Twitter @robonthestreet.