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Twitter Campaign Pitch

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Adrian A

Twitter aims to increase engagement with teens aged 13-19. Teens are largely uninterested in Twitter because it does not enhance their existing technologies or lifestyles. However, teens are highly engaged with entertainment, music, and celebrities. The document recommends that Twitter market itself as a platform for teens to directly communicate and interact with their favorite celebrities, authentically portraying celebrity lifestyles and narrowing the gap between celebrity and teen experiences. Various print, commercial, and web executions are proposed to bring teens to Twitter by leveraging interests in celebrities.

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making twitter relevant
WhatsTheProblem? Twitter must find a way to build better connections with more people. a few seconds ago from Miami Ad School Minneapolis
WhatsTheProblem? 1. Increase registration from underrepresented segments. The objective is to make Twitter more relevant to these users. a few seconds ago from Miami Ad School Minneapolis Twitter must find a way to build better connections with more people. about a minute ago from Miami Ad School Minneapolis
WhatsTheProblem? 2. Twitter needs to retain its audience. a few seconds ago from Miami Ad School Minneapolis 1. Increase registration from underrepresented segments. The objective is to make Twitter more relevant to these users. about a minute ago from Miami Ad School Minneapolis Twitter must find a way to build better connections with more people. one minute ago from Miami Ad School Minneapolis
WhatsTheProblem?
WhatsTheProblem?
the target
TheTarget Teens, 13-19 years old. a few seconds ago from Miami Ad School Minneapolis
TheTarget
TheTarget Why aren’t they on Twitter? They’re just not interested! a few seconds ago from Miami Ad School Minneapolis Teens, aged 13-19 years old. a few seconds ago from Miami Ad School Minneapolis
TheTarget Network E!ect: could snowball into bigger problem. a few seconds ago from Miami Ad School Minneapolis Why aren’t they on Twitter? They’re just not interested! about a minute ago from Miami Ad School Minneapolis Teens, aged 13-19 years old. one minute ago from Miami Ad School Minneapolis
TheTarget Twitter doesn’t really add to existing technology. a few seconds ago from Miami Ad School Minneapolis Network E!ect: could snowball into bigger problem. about a minute ago from Miami Ad School Minneapolis Why aren’t they on Twitter? They’re just not interested! one minute ago from Miami Ad School Minneapolis Teens, aged 13-19 years old. two minutes ago from Miami Ad School Minneapolis
TheTarget How do we make them care? a few seconds ago from Miami Ad School Minneapolis Twitter doesn’t really add to existing technology. about a minute ago from Miami Ad School Minneapolis Network E!ect: could snowball into bigger problem. one minute ago from Miami Ad School Minneapolis Why aren’t they on Twitter? They’re just not interested! two minutes ago from Miami Ad School Minneapolis Teens, aged 13-19 years old. over two minutes ago from Miami Ad School Minneapolis
TheTarget The average teenager’s week... a few seconds ago from Miami Ad School Minneapolis
Sleep 30%
30% 18% Online
30% 18% 16% School
30% 14% TV 18% 16%
Other Media 30% 9% 14% 18% 16%
Friends 6% 30% 9% 14% 18% 16%
Homework 4% 6% 30% 9% 14% 18% 16%
Other 4% 4% 6% 30% 9% 14% 18% 16%
TheInsights The Big Three: Entertainment, Music, & Celebrities a few seconds ago from Miami Ad School Minneapolis
TheInsights Largely impatient; immediacy important. This is what Twitter is great for! a few seconds ago from Miami Ad School Minneapolis The Big Three: Entertainment, Music, & Celebrities a few seconds ago from Miami Ad School Minneapolis
TheInsights Real celebrities running accounts, not PR consultants. a few seconds ago from Miami Ad School Minneapolis Largely impatient; immediacy important. This is what Twitter is great for! about a minute ago from Miami Ad School Minneapolis The Big Three: Entertainment, Music, & Celebrities one minute ago from Miami Ad School Minneapolis
TheInsights Twitter closes the gap between celebrity lifestyles and consumer lifestyles. a few seconds ago from Miami Ad School Minneapolis Real celebrities running accounts, not PR consultants. about a minute ago from Miami Ad School Minneapolis Largely impatient; immediacy important. This is what Twitter is great for! one minute ago from Miami Ad School Minneapolis The Big Three: Entertainment, Music, & Celebrities two minutes ago from Miami Ad School Minneapolis
TheInsights Why else are celebrity reality shows so popular? a few seconds ago from Miami Ad School Minneapolis Twitter closes the gap between celebrity lifestyles and consumer lifestyles. about a minute ago from Miami Ad School Minneapolis Real celebrities running accounts, not PR consultants. one minute ago from Miami Ad School Minneapolis Largely impatient; immediacy important. This is what Twitter is great for! two minutes ago from Miami Ad School Minneapolis The Big Three: Entertainment, Music, & Celebrities over two minutes ago from Miami Ad School Minneapolis
direction
Direction Twitter is the ultimate celebrity reality show. a few seconds ago from Miami Ad School Minneapolis
Direction Invite young people to communicate and interact with their celebrity idols. a few seconds ago from Miami Ad School Minneapolis Twitter is the ultimate celebrity reality show. a few seconds ago from Miami Ad School Minneapolis
Direction Narrow the gap between the lives of the average teen and the lifestyles of the rich and the famous. a few seconds ago from Miami Ad School Minneapolis Invite young people to communicate and interact with their celebrity idols. about a minute ago from Miami Ad School Minneapolis Twitter is the ultimate celebrity reality show. one minute ago from Miami Ad School Minneapolis
creative executions
CreativeExecutions Print. a few seconds ago from Miami Ad School Minneapolis
CreativeExecutions Commercial. a few seconds ago from Miami Ad School Minneapolis Print. a few seconds ago from Miami Ad School Minneapolis
CreativeExecutions Web. a few seconds ago from Miami Ad School Minneapolis Commercial. about a minute ago from Miami Ad School Minneapolis Print. one minute ago from Miami Ad School Minneapolis
Twitter Campaign Pitch
Twitter Campaign Pitch
Twitter Campaign Pitch

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Twitter Campaign Pitch

  • 2. WhatsTheProblem? Twitter must find a way to build better connections with more people. a few seconds ago from Miami Ad School Minneapolis
  • 3. WhatsTheProblem? 1. Increase registration from underrepresented segments. The objective is to make Twitter more relevant to these users. a few seconds ago from Miami Ad School Minneapolis Twitter must find a way to build better connections with more people. about a minute ago from Miami Ad School Minneapolis
  • 4. WhatsTheProblem? 2. Twitter needs to retain its audience. a few seconds ago from Miami Ad School Minneapolis 1. Increase registration from underrepresented segments. The objective is to make Twitter more relevant to these users. about a minute ago from Miami Ad School Minneapolis Twitter must find a way to build better connections with more people. one minute ago from Miami Ad School Minneapolis
  • 8. TheTarget Teens, 13-19 years old. a few seconds ago from Miami Ad School Minneapolis
  • 10. TheTarget Why aren’t they on Twitter? They’re just not interested! a few seconds ago from Miami Ad School Minneapolis Teens, aged 13-19 years old. a few seconds ago from Miami Ad School Minneapolis
  • 11. TheTarget Network E!ect: could snowball into bigger problem. a few seconds ago from Miami Ad School Minneapolis Why aren’t they on Twitter? They’re just not interested! about a minute ago from Miami Ad School Minneapolis Teens, aged 13-19 years old. one minute ago from Miami Ad School Minneapolis
  • 12. TheTarget Twitter doesn’t really add to existing technology. a few seconds ago from Miami Ad School Minneapolis Network E!ect: could snowball into bigger problem. about a minute ago from Miami Ad School Minneapolis Why aren’t they on Twitter? They’re just not interested! one minute ago from Miami Ad School Minneapolis Teens, aged 13-19 years old. two minutes ago from Miami Ad School Minneapolis
  • 13. TheTarget How do we make them care? a few seconds ago from Miami Ad School Minneapolis Twitter doesn’t really add to existing technology. about a minute ago from Miami Ad School Minneapolis Network E!ect: could snowball into bigger problem. one minute ago from Miami Ad School Minneapolis Why aren’t they on Twitter? They’re just not interested! two minutes ago from Miami Ad School Minneapolis Teens, aged 13-19 years old. over two minutes ago from Miami Ad School Minneapolis
  • 14. TheTarget The average teenager’s week... a few seconds ago from Miami Ad School Minneapolis
  • 16. 30% 18% Online
  • 17. 30% 18% 16% School
  • 18. 30% 14% TV 18% 16%
  • 19. Other Media 30% 9% 14% 18% 16%
  • 20. Friends 6% 30% 9% 14% 18% 16%
  • 21. Homework 4% 6% 30% 9% 14% 18% 16%
  • 22. Other 4% 4% 6% 30% 9% 14% 18% 16%
  • 23. TheInsights The Big Three: Entertainment, Music, & Celebrities a few seconds ago from Miami Ad School Minneapolis
  • 24. TheInsights Largely impatient; immediacy important. This is what Twitter is great for! a few seconds ago from Miami Ad School Minneapolis The Big Three: Entertainment, Music, & Celebrities a few seconds ago from Miami Ad School Minneapolis
  • 25. TheInsights Real celebrities running accounts, not PR consultants. a few seconds ago from Miami Ad School Minneapolis Largely impatient; immediacy important. This is what Twitter is great for! about a minute ago from Miami Ad School Minneapolis The Big Three: Entertainment, Music, & Celebrities one minute ago from Miami Ad School Minneapolis
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  • 29. Direction Twitter is the ultimate celebrity reality show. a few seconds ago from Miami Ad School Minneapolis
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