The 10 most creative brands on Twitter in 2020
Liz Lenahan, scaled business marketing lead, Twitter
E.J. Samson, content and social business strategy lead, Twitter
If you’re reading this, chances are you’ve thrown your fair share of 2020 marketing plans out the window. Scrapped shoots, delayed launches, ever-shifting budgets, Zoom this, Zoom that. These challenges have pushed marketers creatively, leading to some incredible work — especially on Twitter. From epic watch parties to crucial campaign pivots, marketers brought all the feels and got to the heart of what Twitter’s all about — connecting with people.
These are the 10 campaigns and brands worth remembering from 2020.
1. Best campaign for quenching our thirst for sports
Twitter’s pick: Gatorade
When live sports were abruptly taken away from us in 2020, ESPN’s ‘The Last Dance’ quickly became the sports event of the year and reignited fans’ passion for Michael Jordan and the Chicago Bulls. This was Gatorade’s time to shine, even though it wasn’t an official sponsor. So, it partnered with the NBA to turn back the clock, streaming Game 6 of the 1998 Finals on Twitter (spoiler alert: Bulls win their sixth title). Teaming up with OMD, TBWAChiatDay, Optimum Sports and Swift, Gatorade gave Twitter users the big sports moment they so badly needed, iconic “Be Like Mike” ads and all.
2. Best campaign for driving positive change
Twitter’s pick: Uber
When everyone is urged to stay put, how does a brand built on moving people respond? By putting safety first. In collaboration with Wieden+Kennedy and MediaCom, Uber’s in-house creative team asked us all to stay home with its #MoveWhatMatters campaign. And even though their message on Twitter was to stop using the Uber app, the company never stopped moving. Uber drivers delivered 10 million free rides and food to frontline workers, seniors, and people in need. We’d say that’s worthy of a perfect rating.
3. Best brand speaking out and standing up
Twitter’s pick: Ben & Jerry’s
There’s no arguing that it was a tough year filled with difficult (yet necessary) conversations. And while many brands chose to avoid the spotlight, Ben & Jerry’s stepped up. Whether working to dismantle white supremacy or speaking out against the gender pay gap, the beloved ice cream company came to Twitter to take a stand. Like so many other Unilever brands, Ben & Jerry’s used its influence to do what’s right — not what’s easy.
4. Best campaign for connecting us from the couch
Twitter’s pick: Universal Pictures, Trolls World Tour
The beginning of a pandemic? Not ideal for a movie premiere. This was the dilemma Universal Pictures faced with the launch of ‘Trolls World Tour.’ But it knew the show must go on. In an industry first, the movie released directly to premium video-on-demand and hosted a live watch party on Twitter. Universal and its partner agency Essence took to Twitter to spread the word and celebrate the film’s release, using all the movie’s star power they could. And it worked. ‘Trolls World Tour’ became the biggest Universal digital release ever, bringing joy to families …read more