Social Media Optimization

The Top 5 Campaigns that Rocked on Twitter in 2019


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2019, the year that passed by, saw some of the great pieces of work especially in social media. Some of the most innovative campaigns were rolled out by the brands across sectors to complement the changing trends of social media and connect with respective audiences on Twitter.

To learn from how different brands ran different campaigns to connect with their audience in a marketplace that’s evolving at a fast pace and seen success as well, here are the top 5 campaigns that rocked on Twitter in 2019.

Brand#1:

Brand Name: OnePlus India

Campaign Name: ‘Plant a Tree with #OxygenOS’

The Differentiating Factor: Best Purpose-Driven Brand

2019 was a year that witnessed a number of brands taking a stand on causes. OnePlus India (@OnePlus_IN) is one such brand that celebrated 1500 days of its operating system, #OxygenOS, the main attraction of the smartphone brand, by taking a stand on a social cause.  The company collaborated with WWF (@WWFINDIA) and made use of Twitter’s ‘First View’, feature with a conversation card. Then the card was used to compel people to Tweet with #OxygenOS with a promise that for every Tweet the brand would plant a tree. An auto-response by the brand was sent for every tweet to show gratitude towards all those who took part to support the cause.

The company also activated the campaign across key airports in India and real-time Tweet counts along with dynamic user appreciation Tweets were showcased. In just one day that was the 13th of September, 27,333 Tweets were recorded and for every Tweet, a tree was planted by OnePlus India (@OnePlus_IN).

The campaign saw a terrific response by the audiences that augmented the daily conversations for the brand by 15X making OnePlus India’s(@OnePlus_IN) Oxygen campaign the Best Purpose Driven brand of the year on Twitter.

Brand#2:

Brand Name: Uber India

Campaign Name: #LoveMovesForward

The Differentiating Factor: Best Connection to Culture

After the Supreme Court’s landmark judgment that nullified #Article377and declared it unenforceable there was a buzz created on Twitter with discussions about the LGBTQ+ community. With an aim of encouraging these conversations, Uber India (@Uber_India) propelled a movement #LoveMovesForward that too on Valentine’s Day, a day when love is celebrated all around. To promote the idea that all love is true love, the company requested The Unicode Consortium (@unicode), through Change.org India (@ChangeOrg_India) to create only one of its kinds ‘Pride Heart Emoji’. The Unicode Consortium (@unicode), is a non-profit organization that develops emojis.

34,348 people signed the pride emoji petition and there was a 65% increase in net positive sentiment for #LoveMovesForward, which was a campaign that aligned with a colossal Cultural Revolution stirring the youth across India and won year’s Best Connection to Culture.

Brand#3:

Brand Name: Amazon Prime Video’

Campaign Name: #TheFamilyMan

The Differentiating Factor: Best Pre-Launch Tease

A campaign was launch by Amazon Prime Video (@PrimeVideIN) for announcing their original show, #TheFamilyMan as well as for driving keenness towards the launch of the teaser. The brand employed two product propositions for creating a buzz around their launch and created an automated solution that allowed people to unlock the show’s trailer before its release date by engaging with a Tweet by Manoj Bajpayee (@BajpayeeManoj), the lead actor in the show. The brand got a customized emoji designed, which was based on the lead character who is a family man as well as a spy in the show. To make it look more happening the brand made the emoji reveal character’s second personality once the Twitter app was switched to Dark Mode.

With 1.3 million video views and 17,000 opt-ins for reminders of the trailer launch, the campaign helped the brand in putting across the message of the show while delivering amazing results.

Brand#4:

Brand Name: MG Motor India’s MG ZS EV

Campaign Name: #ChangeWhatYouCan

The Differentiating Factor: Best Product Launch

In 2019, Morris Garages (@MGMotorin) launched itself in the Indian market as a technology company selling electric vehicles. With message #ChangeWhatYouCan, the brand tied its marketing message to an environmental cause and urged people to contribute their share in saving the environment by opting for electric vehicles. A number of myths about electric vehicles were busted by the brand with the help of a string of media polls on the platform. Then the brand released a series of videos including an interview with Rajeev Chaba (@rajeev_chaba), the President and MD of MG Motor India (@MGMotorin). The videos were first released on Twitter and then telecasted on TV.

In comparison to the average trend for the category, the promoted trend #ChangeWhatYouCan saw a 36% increase in impressions that resulted in MG Motor India (@MGMotorin) dominating the electronic vehicle conversations on Twitter last year.

Brand#5:

Brand Name: Kia Motors’

Campaign Name: #GamesofInspirations

The Differentiating Factor: Best Brand Launch

By launching the campaign #ThePowerToSurprise, Kia Motors (@KiaMotorsIN) tried to achieve its goal of catapulting itself to the conventional auto brands conversations on Twitter. By leveraging its fictional characters of Meerkat (@Meerkat_Me) and Designer Johnny (@_DesignerJohnny) and by waging a mock war between them, Kia motors tried to introduce #GamesofInspirations to the people. The campaign put its main focus on its design and rewarded people for their creative engagement. To intensify the impact of the campaign Kia Motors got Tiger Shroff on board (@iTIGERSHROFF). While #TeamTiger and #TeamMeerkat could build excitement on the platform for the launch, Kia motors engaged other media partners sharing the same interest to keep the momentum alive. Not just that, by keeping the conversations go around topics like Engineer’s day, Wonder Woman, Suits, Game of Thrones and the likes, Kia Motors (@KiaMotorsIN) also reinforced its position as a master of newsworthy moments.

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