#Success

Great work from brands in LATAM

BUSINESS OBJECTIVE BRAND COUNTRY INDUSTRY

TWITTER SOLUTIONS

PAGEProm

oted

Tw

eets

Prom

oted

Tr

ends

Prom

oted

A

ccou

nts

Vid

eo*

Perf

orm

ance

Pr

oduc

ts**

Grow brand awareness

Purina Dog Chow Mexico Mexico CPG 8

Telcel Mexico Mexico Telecom 10

Drive sales or leads Isenbeck Argentina Argentina Alcohol 14

Build brand loyalty and momentum

Coca-Cola.FM Mexico Mexico Media, News & Publishing 18

*Promoted Video, Snappy TV, Vine%**Lead Gen Cards, Mobile App Promotions (to drive app downloads), Twitter Amplify, Website Cards

#Success with Twitter

Marketers turn to Twitter to reach audiences during the world’s largest live, conversational moments.

Smart campaigns on Twitter bring amazing results. Want to launch a product or drive sales or app downloads? Know your audience, drive conversations and engage them in the moment with Twitter: like no other platform can. Discover the great work and results of brands who have

found success on the world’s Twitter stage.

#Grow brand awareness

Maximise your visibility and engage with your audience. Get your message out with creative

campaigns and increase your earned media.

CUSTOMER QUOTECHIRPING PROGRAM

3 KEY RESULTS

3 KEYS TO SUCCESS

1 2 3

TWITTER PRODUCTS USED

– 8 – – 9 –

How can a dog food brand increase followers and generate conversation around a healthy lifestyle for pets?

“The experience we had is a great response from our followers and the new ones that so far have interacted with the brand, taking into consideration that the purpose is to create empathy with potential consumers. Through this campaign we listened to the followers we already have and were able to capture even more, with which I believe we truly accomplished our pro-posed goal.”

Ana Rivadeneyra – Digital Brand Manager, Nestlé – Purina DogChow

PURINA® DOG CHOW® MEXICO

@Purina_DogChow wanted to increase followers and generate conversations by promoting a balanced diet, with nutritional pet food, to keep dogs happy, healthy and fit. The global pet food brand used Promoted Tweets to engage users with interactive content and Promoted Accounts to create a massive spike in user interaction.

Segment the target audience.

@Purina_DogChow segmented the target audience by orienting its campaign toward people who who really have a rapport with pet-related topics. This was possible thanks to keyword filtering tools offered by Twitter. @Purina_DogChow was able to reach pet owners, who might still feed their dogs homemade food, and deliver its message: “#CámbialeElPlato #CámbialeLaVida” (ChangeHisPlate, ChangeHisLife).

Create content that encourages action.

To achieve greater impact, @Purina_DogChow created a quiz within Promoted Tweets that invited people to assess if they were good pet owners. This encouraged user interaction and sent a message on how important healthy food is for pets.

The idea was to guide users to the content and foster communications. @Purina_DogChow encouraged Retweets and asked users to interact beyond the initial quiz.

Create a dynamic campaign.

@Purina_DogChow had a greater impact with its message while monitoring the campaign and optimizing messages in real-time. It started by publishing Tweets between two and three times a day at different times. As the campaign developed, these times started to change when we figured out what times generated more interaction. We planned optimization decisively so as to increase the benefits from our interaction.

3.93MImpressions

100%Increase in number

of followers

361KTotal engagements during campaign

INDUSTRY

CPG

BUSINESS OBJECTIVES

Grow brand awareness

READ THE FULL STORY:

https://biz.twitter.com/success-stories/purina-dog-chow-mexico

Promoted Tweets Promoted AccountsPromoted Trends

CHIRPING PROGRAM

3 KEYS TO SUCCESS

1 2 3

3 KEY RESULTS TWITTER PRODUCTS USED

– 10 – – 11 –

How can a telecom company use real-time content to maximize an event’s global conversation?

The campaign, one of the biggest @Telcel had run to date, helped it con-nect to a relevant audience throughout the World Cup, and generating real-time content was a key factor for the success. Promoted Tweets with animated cartoons inspired by occurring events in Brazil were also key to generate conversation and engagement with the brand.

TELCEL MEXICO

By leveraging its sponsorship of the FIFA World Cup 2014 in Brazil, Telcel (@Telcel) wanted to join event conversations in a relevant, engaging manner. @Telcel distributed witty, animated cartoons and partnered with soccer influencers to boost engagement during the campaign. To spark conversations and increase brand awareness, the brand used Promoted Tweets together with Promoted Trends and constantly monitored conversations to optimize content based on performance.

Join the conversation in a relevant way.

Using the Promoted Trend, #BrasilEnTusManos, on the day of each of the the Mexican team’s matches, @Telcel brought the audience together and helped users follow conversations. The Promoted Trend consistently helped spark conversations and increase brand awareness.

Create compelling content in real-time.

@Telcel had a team who joined the conversation in real-time. Because discussions about the World Cup were so dynamic, it needed to monitor the conversation throughout the event. @Telcel used an “always-on” approach to ensure relevancy as the tournament progressed. Promoted Tweets included animated cartoons inspired by events in Brazil and results from Mexico’s soccer team’s matches.

Partner with influencers to maximize reach.

As part of its strategy, @Telcel decided to include personalities from the Mexican soccer scene to actively participate during the World Cup. One of them, @OribePeralta, invited the audience to participate actively in suggesting songs to inspire the team and create a playlist as they headed down to a match. This helped generate conversations and engagement.

$0.21 USD CPE

627KEngagements

28.21%Peak engagement rate with best performing

Tweet

INDUSTRY

Telecom

BUSINESS OBJECTIVES

Grow brand awareness

READ THE FULL STORY:

https://biz.twitter.com/ es/success-stories/telcel (in Spanish)

Promoted Tweets Promoted AccountsPromoted Trends

#Drive sales or leads

Sophisticated targeting and performance products allow users to discover and engage with

brands and branded products quickly and effectively.

CUSTOMER QUOTECHIRPING PROGRAM

3 KEY RESULTS

3 KEYS TO SUCCESS

1 2 3

TWITTER PRODUCTS USED

– 14 – – 15 –

How can a beer brand use everyday moments to showcase a new product and increase conversations and brand awareness?

“Initially there were doubts… However, it worked better than we expected! Consumers were sending in more Vines than we had planned for. The use of Vine was a novelty in Argentina and it was key in the campaign’s success. We are already planning our next campaign on Twitter and our strategy is to use all the resources Twitter provides because it has a strong impact on the business.”

Antonella Castagnola – Digital Planner, Havas Media

ISENBECK ARGENTINA

To promote the launch of its new twist-off beer bottle design, @CervezaIsenbeck wanted to increase brand awareness and spark conversations among an audience outside its current community. The Argentinean beer brand used Promoted Tweets with embedded Vines and encouraged users to send their own videos to win free beer.

Generate interest with a strong hashtag.

@CervezaIsenbeck launched #desenroscate using Promoted Tweets so that humorous events were sent to a targeted audience. It used interest-based targeting focused on music and soccer as well as @username targeting to identify users following popular local Twitter accounts such as @todonoticias and @lanacioncom This helped the brand achieve mass awareness and reach and engage users outside its current community.

Design likeable content to attract more followers.

@CervezaIsenbeck created Vine videos and embedded them in Promoted Tweets. This strategy engaged Twitter. The company started created and sharing its own videos using the hashtag #desenroscate. To keep the conversation going, @CervezaIsenbeck retweeted messages from participants and responded to users in real-time.

Offer incentives to increase participation and engagement with the brand.

@CervezaIsenbeck supported user participation by offering an incentive tied to the content that was being generated. Participants who created and shared their ‘enrosques’ in a creative way could win free sample products. Users had to send their stories on Twitter including the hashtag #desenroscate, to participate in the contest for a six-pack of the new twist-off beer bottle.

1.2MImpressions

49.1KEngagements

2.44%Average engagement rate

INDUSTRY

Alcohol

BUSINESS OBJECTIVES

Drive sales or leads

READ THE FULL STORY:

https://biz.twitter.com/success-stories/ isenbeck

Promoted Tweets Promoted AccountsPromoted Trends

#Build brand loyalty and momentum

When events happen in the real world, they happen on Twitter. Ensure your brand message

rises to the top.

CUSTOMER QUOTECHIRPING PROGRAM

3 KEY RESULTS

3 KEYS TO SUCCESS

1 2 3

TWITTER PRODUCTS USED

– 18 – – 19 –

How can a youth radio station increase its audience and popularity by sponsoring exclusive TV content?

“This was a very successful campaign for @CocaColaFM, since we were able to reach the young directly through a platform very familiar to them. We had an amazing scope that we have not been able to accomplish with other activities. That is reflected in the radio station’s number of listeners, which currently surpasses 1 million, with a growth of almost 50% compared to last year.”

Gustavo Ortega – Interactive and Media Manager, Coca-Cola

COCA COLA FM MEXICO

Online radio station, @CocaColaFM, aimed to increase engagement and encourage interaction among its youth audience. The station partnered with the high-profile @MTVEMA and used Twitter Amplify to deliver real-time media content from the awards ceremony via Twitter. Promoted Tweets featured a promotional pre-roll for @CocaColaFM before selected MTV video highlights; helping the brand engage a greater audience of entertainment enthusiasts.

Use Twitter Amplify to engage TV.

@CocaColaFM used Twitter Amplify to deliver real-time media content from @MTVLA via Twitter. Audiences could relive key moments or experience them for the first time. The brand used Promoted Tweets from the @MTVLA account to play a promotional pre-roll for @CocaColaFM before selected MTV EMA video highlights. The pre-roll invited users to find out more about the radio station.

Share creative and timely content.

The partnership with @MTVLA enabled @CocaColaFM to deliver engaging content from the live MTV EMAs that resonated with a younger teen audience. @CocaColaFM leveraged Twitter Amplify to share performance clips and special moments in Promoted Tweets. Branding the exclusive videos allowed @CocaColaFM to reach the right users with content that was current and retweetable.

Target the right audience.

@CocaColaFM followed conversations to identify user behavior and deliver exclusive content relevant to its target audience. Promoted Tweets with the hashtag #MTVEMA allowed @CocaColaFM to extend its reach to a wider audience of users engaged in the event. @CocaColaFM used Promoted Tweets targeted to interests like comedy, music and movies in order to reach its desired audience of younger users.

18.3%Increase in the

number of followers

4.85MImpressions

153KEngagements

INDUSTRY

Media, News and Publishing

BUSINESS OBJECTIVES

Build brand loyalty and momentum

READ THE FULL STORY:

https://biz.twitter.com/ success-stories/ coca-colafm-mexico

Promoted Tweets Promoted Trends Twitter Amplify