'Let's Go Twitter' – platform looks to offset sluggish user growth in how-to-style ads

In the UK, the spot will be screened in cinemas, showing Twitter's desire to appeal to a broad audience

Twitter is looking to both onboard new users and explain how it can be used for news and discovery via a series of new ads featuring British comedian Romesh Ranganathan.

In the face of its well-documented sluggish user growth, the platform has unveiled a fresh proposition dubbed 'Let's Go Twitter' which will run across various digital platforms, including on Sony Playstation properties as well as on Amazon and Pandora.

In the UK, the spot will be screened in cinemas, showing Twitter's desire to appeal to a broad audience.

Comprising two surreal and comic videos, the campaign takes a tongue-in-cheek approach to plugging the firm's offering.

The first spot features a man called Kenny G (no, not that one) who is frantically trying to work out how to use Twitter and is guided through the process by Ranganathan who arrives outside his window with a megaphone.

The second video shows a man aimlessly Segway-ing through an abandoned road as Ranganathan explains how to use Twitter's Discover section to surface relevant content.

During its most recent earnings calls, Twitter beat estimates and added more monthly users, increasing its count by 4% year-on-year, but it is still noting slower growth than the likes of Facebook.

Since chief marketing officer Leslie Berland took the reigns in 2016 the platform has invested in several global and regional TV and digital campaigns including its 'See What's Happening' and 'See Every Side' campaigns.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering events in Europe and the US like Ad Week, Dmexco, Dreamforce and Ciclope.

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