Twitter is wildly popular in Asia, especially so in Japan, Indonesia and the Philippines.
Although the social network it is highly misunderstood to be unpopular in Singapore, in 2014, there was an estimated 300,000 users on Twitter in Singapore. Although this may be a small number compared to Facebook users, with every platform there is a captive audience waiting to be addressed.
In general Singapore's marketers do not feel the need for their brand to have a Twitter account even though the number of users have increased significantly year on year. This could stem from marketers not understanding the platform well enough thus they are unable to see the numerous advantages of being on Twitter.
Twitter for Beginners
What is Twitter and How do You Use it?
First and foremost, Twitter is a micro-messaging platform where one sends a short message in under 140 characters.
Users usually categorize topics or try to make a statement with hashtags or (this) #.
Twitter is a great form of communication for people to socialize with strangers.
Steps to Building An Awesome Twitter Campaign
Understanding your target audience and how the Social Media Channel works
Using the uniqueness of Twitter - the ability to gather people who do not know each other but share something in common to do something for a greater good, a marketer can reach out to a potentially larger group of consumers.
American cosmetics brand Nars used this same principle to rally everyone towards a common goal and generate excitement around their latest product release - a collaboration with designer Christopher Kane for a limited-edition Spring 2015 make-up collection.
Creativity - The Big Idea
The event titled "Breakthrough" called on beauty bloggers, enthusiasts and Nars fans to tweet the hashtag #NARSChristopherKaneUS enough times to break a shiny black outer-space-like orb containing the cosmetics set and bag.
The event was covered through Nars' social media channels on Twitter, Facebook, Instagram, blogger outreach and online public relations. Nars "Breakthrough" was - posted on influential beauty and lifestyle blogs such as fashionista and refinery29 and Grazia fashion magazine.
Execution - Cracking the Puzzle
The creative marketing firm Guild came up with the idea and construction of the orb which took three weeks for the team to find the right material that could withstand just enough hits for the right amount of tweets.
In addition, 20 mock-ups of orbs were destroyed before the actual event as a result of rigorous testing.
The final product was live-streamed on YouTube and Nars' website. It took 26,000 tweets in about 40 minutes for the revolving orb to crack open and one triumphant winner was announced.
How it Could Have Been Improved
Being artistic and creative doesn't necessarily mean one would also possess the ability to form a sound marketing strategy. The event was no doubt spectacular to watch.
However, a real chance to create more awareness and hype around the new product launch event was lost.
If the product was an absolute top secret, not revealed during the campaign teaser or trailers it would have created more excitement and buzz.
The contents inside the orb such as the actual make-up line, handbag and limited edition case with the Christopher Kane brand written in pink over the classic black and white Nars packaging could have all been unveiled later on.
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