- Media consumption and social media usage have significantly increased during the crisis, with Twitter video usage up over 100% in some Asian markets. Overall media usage has risen 60% based on past natural disaster data. - While many marketing calendars have been disrupted, people still want to hear from brands. Research shows brands that launched or relaunched during past crises achieved 15-25% greater growth. - The document provides advice on planning launches during a crisis, including listening to customers, owning your brand voice, focusing on influence over reach, and being prepared to pivot marketing plans in real-time based on changing conditions. Examples of recent brand launches during the pandemic are also presented.

1. Planning #Launches🚀
during times of crisis
@milishah

2. Source: Kantar, Covid19 Barometer Report, 3.25.20, 25,000 consumers across 30 markets
Only 8 percent of people feel
brands should stop advertising
8%

3. People want to
hear from brands
right now

4. Amanda Goetz
@AmandaMGoetz
Raise your hand if you have to rethink
an entire marketing calendar this week
that took months to create?
Mar 25, 202065 52 763

5. Source: Nielsen, Staying Put: Consumers forced indoors during crisis spend more time on media
Media consumption is
on the rise
Overall media usage
increase 60% based
on what we've seen
during other natural
disasters
23%Twitter increase
mDAU globally
Source: Twitter Internal, with quarter-to-date average total mDAU reaching approximately 164 million,
up 23% from 134 million in Q1 2019 and up 8% from 152 million in Q4 2019.

6. Source | Twitter Internal Data | YOY increase in video active user minutes in Q1 2020 vs. 2019
Growth in Video Consumption on
Twitter in Q1 2020 across APAC
Percentage Growth vs. 2019 in Jan / Feb / Mar 2020
Indonesia
Thailand
Philippines
Australia
India
0 100 200 300 400
+124%
+56%
+92%
+69%
+133%
+116%
+65%
+41%
+72%
+137%
+120%
+50%
+61%
+70%
+114%

7. Globally, COVID-19 accounts for 7%
of the total conversation on Twitter
Source: Twitter Internal, Global, March 1, 2020 - March 17, 2020

8. Source | Twitter Internal Data | Q1 2020
Similar trend in APAC on COVID-19
conversations
Australia
India
Indonesia
Malaysia
Philippines
Singapore
Thailand
0 25 50 75 100
Non Covid Conversations Covid Conversations
4.2%
4.1%
2.5%
5.9%
3.2%
2.9%
1.5%

9. Source | Twitter Internal Data, 2020
10M
5M
15M
0
Feb Mar Apr
24%decrease
week-over-week
Pulse of the Twitter Conversation
323M COVID-19 Tweets since 1/24

10. Pulse of Twitter Conversation - APAC
Technology
Entertainment
Sports
Travel
Cooking
Gaming* 61.2%
13.4%
37.3%
32.2%
8.3%
39.1%
+120%
Growth in conversations on Twitter over the past 3 months
Source | Twitter Internal Data, 2020 | Growth Q1 2020 vs. 2019 for Technology, Entertainment, Sports, Travel | *Growth March 2020 vs. March 2019

11. Confidential - Please Do Not Share Publicly
We’re introducing
new ways to keep
people informed

12. Twitter’s Leading Efforts on COVID-19
APAC
Prevent
Platform
Manipulation
Combat
Misinformation
Healthy
Conversation
Philanthropic
Mission
Automation Technology &
Human Review to Remove
Content Causing Harm
Event Page for Real-Time
#COVID-19 Updates
Search Prompts #COVID-19
Social Activation
Campaigns
Outreach, Ads for Good Grants
& Employee Match Donation
Activated in 10 markets in APAC and in
13 languages.
18 countries and areas
Trained 30 Gov ministries for crisis response
Disbursed $250K grants to 23 orgs + 4 Gov in
10 countries/ territories
Featured 9 orgs for employee match
donations.
Removed more than 2,200 Tweets
Challenged more than 3.4 million
accounts
#WashYourHands + #StayHome
in 24 Asian languages.

13. How do you plan
a launch 🚀 during
a time of crisis?

14. New company
or brand
You’ve spent weeks, months or even
years preparing for your launch…
New product,
service, or app
New feature New message
or positioning
New promotion
or offer

15. While you’re re-assessing the timing and
right strategy for your launch it’s important
to keep a few things in mind…
and suddenly the
world has changed…

16. First, you’re not in this alone…
Brands of all industries and sizes are pivoting

17. While this situation poses
new challenges we can
learn from prior events.
IPA recommends
maintaining SOV (share of
voice) at or above SOM
(share of market) during a
downturn.
Download Report
Advertising Investment reduces risk
%losingshare
Media Pressure
(Share of Voice - Share of Market)
(354 brands grouped on the basis of relative ad spend)

18. In fact, Nielsen followed IPAs study
and found that brands that launched or
re-launched during these times were
found to achieve greater growth
Source: Budgeting for the Upturn - Does Share of Voice Matter?, Nielsen, MARKETS AND FINANCES, 08-06-2009 (15-25%
represents the growth per point of Excess Share of Voice (SOV- SOM) than the norm)

19. 15-25%greater growth when brands launched
something or had “new news” vs. the norm
Source: Budgeting for the Upturn - Does Share of Voice Matter?, Nielsen, MARKETS AND FINANCES, 08-06-2009 (15-25%
represents the growth per point of Excess Share of Voice (SOV- SOM) than the norm)

20. Listen before
you launch
Own your voice Influence > Reach Go Big on
The Reveal
Prepare to Pivot
Anticipate how your
customer’s behavior
and mindset changed
(or will change) in this
“new normal”.
Find the right tone for
your brand during this
time.
Find the audience
that’s going to care
about what you’re
saying.
Spend ~40% of your
total budget leading
up to and on the
launch day.
In times of uncertainty, it’s
more important than ever to
be able to use real-time
data to recalibrate when
necessary.
While our current environment has changed,
the 5 keys of launching have not…

21. Below are some examples
of brands who have
launched during this time…

22. New company
or brand

23. New product,
service, or app
Scan the code to see the ads

24. New feature
Scan the code to see the ads

25. New message or
positioning
Scan the code to see the ads

26. New promotion
or offer
Scan the code to see the ads

27. Source: Bain & Company, 2019 Launch Marketer Survey, US, n=650.
Brands that land launches grow
market share and annual revenue
Market Share
More likely to gain
market share vs peers
1.8x
Annual Revenue
More likely to have an
increase in annual
revenue
1.5x

28. Source: Bain & Company, 2019 Launch Marketer Survey, US, n=650.
… and are
2.3x
more likely to #Launch on Twitter

29. ArticlesAboutNewProductsorBrands
0
125
250
375
500
June July Aug Sep Oct Nov
Twitter Only
Facebook Only
Insta Only
YouTube Only
Snap Only
Twitter leads other platforms in driving
launch coverage in news outlets
Source: Trendkite Digital PR. Top Tier article mentions of ‘new launch’ or ‘new brand’ from June - November 2019. Data shown is number of articles where each social media company is the only
social media company mentioned in that article. 28% of the data represented is from news publications outside the United States.

30. New company
or brand
New product,
service, or app
New feature New message
or positioning
New promotion
or offer
What kind of launches do you have coming up?
Let’s work to make it a success

31. Questions or Feedback?
Please kindly reach out to your Twitter
Client Partners, or email us
at twittertalk@twitter.com.

32. Appendix

33. Source: BrandZ Global, 2019
0%
300%
Strong brands recovered 5x faster
following the financial crisis of 2008
Shareholder Return (2006 to 2019)

34. Learning from China, we
know some sectors will
be hit harder than others

35. During the Epidemic
Less affected by the
epidemic/ almost
unchanged
Spending
Increased
Fitness group
Classes
Medical
Beauty
Clothing and
Accessories
Luxury
Spending
Decreased/ Canceled
earning from China, we know some sectors will be harder hit than others…
35
Out-of-home
Entertainment
Out-of-home
Dining and gathering Travel
Hairdressing
/manicure
Alcohol Beauty
Products
Financial
Management
/stock
Consumer
Electronics
Large
Appliances
Small
Appliances
Home fitness
Equipment
earning from China, we know some sectors will be harder hit than others…
35
earning from China, we know some sectors will be harder hit than others…
35
earning from China, we know some sectors will be harder hit than others…
35
Fitness Group
Classes
Medical Beauty Clothing and
Accessories
Luxury
Learning from China, we know some sectors will be harder hit than others…
35
Personal care
Products
Learning from China, we know some sectors will be harder hit than others…
3
Basic epidemic
Prevention
Products
Household
Cleaning
Products
Medicine Online
Entertainment
Food and
Beverage
Advanced
Epidemic
Prevention
Products
Nutrition
And health
Products
Medical/
Life insurance
Learning from China, we know some sectors will be harder hit than others…
3
Source: Kantar, Covid Barometer Report, 3.25.20

36. But after the pandemic,
there is a huge potential
for rebound

37. Less affected by the
epidemic/ almost
unchanged
(Expected) After the Epidemic
Spending
Increased
Spending
Decreased/ Canceled
Out-of-home
Dining and
Gathering
Out-of-home
Dining and gathering
Travel Basic epidemic
Prevention
Products
Food and
Beverage
Clothing and
Accessories
Medical/
Life insurance
Advanced
Epidemic
Prevention
Products
Nutrition and
Health products
Personal care
Products
Household
Cleaning
Products
Medicine
Fitness group
Classes
Hairdressing/
Manicure
Financial
management/
Stock
Beauty
Products
Large
Appliances
Small
Appliances
Consumer
Electronics
Alcohol
Home fitness
Equipment
Medical
Beauty
Online
Entertainment
Luxury
Source: Kantar, Covid Barometer Report, 3.25.20