This is a case study for Ontario Science Centre. I designed a Twitter Campaign for the museum and used their existing visuals to create appealing twitter ads for the purpose of increasing impressions, click and reach within a set of regions in Ontario. An assignment for course 104 "Technical Skills for Social Media", Postgraduate Social Media Program at Seneca College (December 2017). The presentation is fully designed by Carolina Feng. Tool used: Microsoft Powerpoint Logo and images all copyrighted to Ontario Science Centre. Icons used are sourced from flaticon.com. Some of the emojis are not visible, apologies for the blank spaces in some slides.

1. Ontario Science Centre
@OntScienceCtr
#SMD104 Assignment Twitter Ads Campaign
presented by @carolinafchen
6:30 AM – 30 Nov 2017 | Seneca College, North York, Ontario
[
Timeline Photo
[506 x 253]
Tweet Characters
[74]
Tweet Handle
Tweet Date
Tweet Name
Comment, Retweet
Like, Message

2. What is our #campaignobjective ?
6:35 AM – 30 Nov 2017 | Seneca College, North York, Ontario
[
Ontario Science Centre
@OntScienceCtr

3. 6:56 AM – 30 Nov 2017 | Seneca College, North York, Ontario
[
Ontario Science Centre
@OntScienceCtr
#theenergyshow runs daily, 30 min. Energy
experiments & missions! Fun for everyone!

4. 7:16 AM – 30 Nov 2017 | Seneca College, North York, Ontario
[
Ontario Science Centre
@OntScienceCtr
An interactive learning space for all visitors at
#inventorium. Spark creativity & witness tech!

5. 7:50 AM – 30 Nov 2017 | Seneca College, North York, Ontario
[
Ontario Science Centre
@OntScienceCtr
Main Targets: #families & #teachers
Let’s configure our twitter ad campaign now!

6. Campaign – OSC Energy & Inventorium
Name & Dates
We want to promote The Energy
Show & Inventorium to the
families and teachers.
Set campaign to be running from
Wednesday to Saturday when
audiences look forward to
planning the weekend.
For kids, for students, for self-
indulging purposes.

7. Campaign – OSC Energy & Inventorium
Target
For this campaign, we want to
focus on locations nearby Toronto,
and its neighbouring regions.
Families may include dependents
above 18 years of age too.
Languages have been expanded as
there are Asian based
communities in those locations
and other cultures.

8. Campaign – OSC Energy & Inventorium
Devices & Platforms
According to research, chosen
mobile carriers are those
considered to be popular ones
among targeted regions.
Later, we will separate them into
ad groups to tailor different
criteria in those features.

9. Campaign – OSC Energy & Inventorium
Target Keywords
Keywords retrieved from user-
generated content (tweets) based
on Ontario Science Centre’s
twitter, feedback from family and
school visits.
Reference to other similar
institutions in order to discover
what families & teachers normally
tag when visiting science centres.

10. Campaign – OSC Energy & Inventorium
Alike Followers
In this feature, added followers
are other science centres from
several provinces across Canada.
To attract similar audiences as
their followers will have a high
likelihood of showing interest to
our ads.

11. Campaign – OSC Energy & Inventorium
Audience’s Interests
Interests will not only be based on
science-related subjects, but it is
important to consider what the
lifestyle of our audiences are like.
How would they encounter our
ads when surfing the net or
looking at their favourite blog? Or
when looking at tips for
weekends? And so on.

12. Campaign – OSC Energy & Inventorium
TV Targeting
Even if we don’t market through
media such as TV advertising,
research shows that people who
watch their favourite TV shows
are also present on social media
platforms, especially Twitter.
A few shows that are relevant to
science and are popular today (or
olden days). Targeting them as
they comment about a
recollection of memory from a
scene of a TV show.

13. Campaign – OSC Energy & Inventorium
Budget & CPC
Total budget means that Twitter
will not go over the amount when
promoting the ads during the set
period.
With a variety of ad groups, we
won’t have to worry about the
numbers and money too much as
it is spent across all ads within 1
campaign. We can even set daily
budget for each ad group.

14. Campaign – OSC Energy & Inventorium
Summary
Based on selected features for
demography, geography and other
criteria, Twitter has given an
estimate of numbers for the
audience size and possible reach.
Campaign will run for 4 days in total. Based on data:
Total Estimated Reach: 1,384 – 2,076
Total Estimated Impressions: 4K – 8K
Total Estimated Website Click: 128 – 196

15. Campaign – OSC Energy & Inventorium
Creatives (ads)
Using the twitter cards we have
created for our FB ads, they will
be reused to recreate new ad
posts. Write alternative
descriptions to engage with
different type of audiences.

16. ADS EDITOR
After setting up
the campaign,
we can see the
status on “Ads
Editor” to
easily check
and export the
progress and
metrics.
Changes can
be easily made
to individual ad
groups too.

17. AD GROUP SETTINGS
For each ad group, targeting criteria has
been adjusted to be more condensed &
focused. Age range has been amended to
25 & up for teachers. Whereas Families
have been amended to 21 & up.
On the next slide, amended features are
the keywords & interest, which allows
Twitter to dig in different estimate for
audience sizes.

18. AD GROUP SETTINGS

19. Completed ads
have been
scheduled and
it is shown in
the “Campaign”
Tab.
A new ad has
been added in
Ad Group 2, for
families to
sparkle
conversations
with users.
ADS EDITOR

20. PREVIEW OF ADS

21. 8:42 AM – 30 Nov 2017 | Seneca College, North York, Ontario
[
Ontario Science Centre
@OntScienceCtr
Thank you for your time & patience. Hope you
enjoyed the stay! #twitterrocks

22. Image
Sources
https://pxhere.com/en/photo/546336
https://goo.gl/images/HJRoP2
https://goo.gl/images/h5j1bA
https://goo.gl/images/YogQZ9
https://goo.gl/images/VTRxfS
Swam image (2014) by Carolina Feng Chen. Lake District, United Kingdom.
Personal Note
The logo for Ontario Science Centre is copyrighted, the intended use is only
for academic learning purpose. Icons used are all sourced from flaticon.com.
I’d like to acknowledge Bill Doern for teaching us how to use Twitter Ads.