Twitter’s global head of brand and agency advocacy has hailed Unilever deodorant brand Rexona as the leading light of Australian brands when it comes to engaging Twitter effectively.
Speaking to B&T, Melissa Barnes said the Rexona brand was an excellent case study for other brands in Australia to follow.
"Often, when I look at brands to see what they’re thinking, I will look at how integrated are they, how they're supporting larger marketing stories, and what kind of content are they giving to people that’s actually valuable and people want to click on,” said Barnes.
“A really good example of that is Rexona in Australia. They use Twitter really effectively to amplify their sponsorship, in particular F1. They have managed to bring people closer to the sponsorship and created really engaging content that people wanted to respond to and talk about. It looked like a very strategic campaign,” she said, adding that the brand managed to make the sponsor work harder for them.
Barnes also urged brands in Australia to “do things that we haven’t seen before” and for agencies – creative and media – to work more closely to bring clients the best possible results.
“I’ve met with both creative and media agencies on this visit to Australia, and what I see is that with the sort of cross-channel, real-time, multi-channel effort that’s happening, and when you look at how users are behaving, it requires creative and media to be much more aligned and working together,” she said.
Barnes added that part of the reason Twitter has a presence in Australia is that she believes that it’s a market “primed to do some really great things”.
“Brands that do new and unique things are rewarded so significantly … there’s so much attention on it. So agencies want that credibility, they want that attention just as much for being smart and creative and pushing people forward."
Barnes also believes that this is a great time for advertisers to take advantage of Twitter’s ad rates Down Under.
“In all markets that are opening up, when we release products, there are fewer people bidding on things, which means a less competitive market for bidding … so you could arguably say that now is a good time for advertisers to take advantage and get a good deal."