Twitter urges marketers to follow Rexona’s lead

Twitter urges marketers to follow Rexona’s lead
SHARE
THIS



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."

Please login with linkedin to comment

Latest News

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence
  • Advertising
  • Marketing

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence

Aussie Pooch Mobile recently took out the number one spot in the Marketing category of this year’s Topfranchise Awards organised by 10 Thousand Feet Research and online marketplace SEEK Business. B&T sat down with Aussie Pooch Mobile’s marketing manager, Tracy Sullivan, to chat about the strategy behind their success. Why have you focused on online […]

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move
  • Marketing
  • Media

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move

Independent research consultancy, Nature, has announced an interstate expansion with the establishment of a Sydney office in the New Year. The announcement comes off the back of the business being recognised as Research Agency of the Year at the B&T Awards in November. According to Nature’s founder and managing director, Chris Crook, the move is a natural […]

by B&T Magazine

B&T Magazine
Paper Moose & Skillsroad Tackle Youth Unemployment
  • Campaigns
  • Technology

Paper Moose & Skillsroad Tackle Youth Unemployment

The NSW Business Chamber’s Skillsroad initiative has teamed up with independent makers agency Paper Moose to create an immersive, multi-touchpoint virtual reality experience. The initiative is an  effort to raise young Australians’ awareness of apprenticeships and traineeships for various careers. The digital experience, funded by the NSW Government Department of Industry, brings viewers into the […]

QMS NZ Finalises MediaWorks Merger
  • Media

QMS NZ Finalises MediaWorks Merger

QMS Media Limited has finalised terms for the merger of its New Zealand out-of-home, digital media and production business (QMS NZ) with MediaWorks, New Zealand’s leading independent radio, TV and digital business. The merger on completion will establish the newly combined QMS and MediaWorks as the largest multi-media advertising group in the country. In late […]

Headspace Australia Launches Instagram Campaign For Year 12 Students
  • Media

Headspace Australia Launches Instagram Campaign For Year 12 Students

Australian celebrities and creators are sharing their support for Year 12 students this week, in a new initiative from Instagram and headspace Australia. Launched today ahead of end-of-school exam results, #GramFam Australia features messages from ARIA winner Amy Shark, TV presenters including Lisa Wilkinson and Sandra Sully, comedian Peter Helliar, Home & Away star Olivia […]

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences
  • Media

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences

oOh!media’s audience reach has extended to well above 90 per cent of the Australian population with the integration of Adshel’s assets into the business, according to analysis of audience data. The audience reach data was announced as oOh! rebrands the Adshel assets to Commute by oOh!. Audience data from MOVE shows oOh!’s reach is unmatched […]

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer
  • Media

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer

The Australian Radio Network’s iHeartRadio Australia has teamed up with Surf Life Saving NSW (SLS NSW) for another year of ‘Surf Life Sounds’. The digital radio station features a mix of this summer’s hits, providing the official soundtrack to a safe summer at the beach while celebrating Australian beach culture. The Surf Life Sounds name […]

Sky News Bolsters Editorial Team With Two New Hires
  • Media

Sky News Bolsters Editorial Team With Two New Hires

Sky News today announced further expansion and investment in its editorial leadership team with the appointment of two new roles across its newsroom operations. Experienced television news director, Chris Willis has been appointed to the newly created leadership position of executive editor of news and talk. In this senior editorial role, Willis will have overall responsibility […]