At present social media became a medium in marketing any product. Being a cost-effective method the social media data is easily analyzed in such a simple method that it makes the process of market research very smooth.
Up to now Facebook and Instagram are the most famous platforms that took an active part in advertising a product and recently the Twitter is also joining them. Twitter has become the right place to launch a product, especially for technology brands. Motorola went for Twitter because a lot of smartphone enthusiasts use the platform. The company leveraged Twitter for the launch of MotoG6 and MotoG6Play, seeing very healthy engagement rates and reach. Today we are sharing with you how come Motorola able to do this.
Why Twitter
Motorola’s main intention to target those people who are tech-savvy, the Gen Z audience that hangs out on Twitter.
For a duration of two weeks from May 20 to June 6, 2018, Motorola used Twitter to build anticipation, launch and re-engage with users post-launch. “We recognize Twitter as the key platform where our audience goes to know about everything that is new and happening. And this strategic partnership helped us leverage the platform and its unique formats to deliver a clutter-breaking and holistic launch experience,” said Simran Dhindsa, Media & Digital Marketing Head, Motorola India.
To boost the views and awareness about its new product the company needed to drive opt-ins for the live event before the launch day. In order to do so, Motorola India encouraged fans to engage with the pre-launch Tweet by making it an option to receive reminder tweets for the live stream of launch. This strategy did well for @motorolaindia, and the tweet received over 25K Likes and close to 400K video views.
Interestingly, it helped them on the day of the launch, as notifications increased the live stream viewers and when the products went on sale later at midnight, a follow-up notification was sent to all the viewers. “We brought together entertainers from different passion points for our users, i.e. music, technology, art and dance, and put together an elaborate and engaging launch event,” said Simran Dhindsa, Media & Digital Marketing Head, Motorola India.
The visibility of the live stream on Twitter was increased by owning the First View Trend for the day and through Twitter Search. The campaign was further supported through promotions of the live stream which boosted the overall performance and helped deliver over 370K video views.
Custom Twitter emoji
No launch is complete without an emoji! To add color to the conversations around the #motog6 launch, Motorola and Twitter came up with a custom Twitter emoji that was triggered by hashtags #motog6, #motog6play, #motog6launch, and #hellomoto.
Last Take
The new #motog6plus is set to arrive on 10th September and is built to give you more with every feature!
Which one are you most excited about? Take a screenshot and share it with us! #BuiltForMore pic.twitter.com/HyoigsRBv3— Motorola India (@motorolaindia) September 4, 2018
Live Video was a win for the brand because as the popularity of video continues, an increasing number of people are looking for different formats of video. It also helped in creating excitement before the launch with Retweet option to remind users of watching the live event. The brand also engaged with people in the post-event phase to close the loop. The video replay strategy was used to inform users about the new launch event after the event, to cater to an increased audience base. This set a touchstone for other brands to do something similar to their product launch.
