Only the second company to purchase a Promoted Tweet advertising package, Coca-Cola has reported seeing some “phenomenal” results, securing around 85 million views within the first day of their World Cup campaign. Whilst they haven’t revealed how much the entire package costs, it has been hinted that it’s not been that expensive compared to other types of online advertising.
Since its launch in April, there have been only two companies run Promoted Tweets advertising packages, with Pixar being the first with a campaign for Toy Story 3. Early reports on performance are very good with engagement rates up at around 6 per cent, which is fairly impressive stuff in the world of online advertising.
I think a lot of people were a little unsure about this when it was first launched, but the early signs are looking very positive. Brands with a passion for cutting-edge techniques and those that are brave enough to be in that early adopter pool should seriously consider getting involved. However, in just the same way that brands saw so much success in the early days of Facebook’s branded platform, they’ll need to think about the whole package and produce a brand story that can move fluidly between owned, bought and earned.