Twitter has launched its first global marketing campaign to specifically honour its ‘influential and movement-making’ audiences across the US, UK and Brazil to communicate the strength of its audience to marketers.
Following-up a year-long campaign which has lauded this audience using the hashtag #StartWithThem the new campaign is led by a hero film and includes associated banners and print elements to highlight the potential present in real people and passions.
As part of this activity, Twitter has selected a handful of true stories spanning across audiences including beauty, gaming, entertainment, women in sport and music by bringing genuine trendsetters to the fore.
These include Salem Mitchell who took a stand against bullies targeting her freckles by posing on Twitter with a bruised banana, sparking a successful modelling career in the process. It also dwells on Albert Chang, a gamer who has helped bring the industry out of the basement and into the light as a global industry.
Elsewhere the likes of Ashley Robinson are thrust into the limelight for harnessing her enthusiasm for Game of Thrones to extend the conversations surrounding the show with commentary.
In a statement, Twitter wrote: “This work, in particular, speaks to marketers and decision makers, showcasing a mosaic of valuable and influential audiences on Twitter, how they use the platform and how they drive the conversations that shape culture. People on Twitter are more than 15% more likely to regularly inform friends and family about new products and services than non-Twitter users.”
At the other end of the scale, Twitter is seeking to clean up abuse prevalent on the lower rungs of its audience scale by intercepting abusive tweets and implementing a mute button.