Advertising is a tweet-starter

It’s not just negative tweets or hurray tweets, no, they seem to be neutral. However, we saw that creative advertising can be a tweet starter.

During our research, the AXE campaign (Unilever) ‘Clean your balls’ created an increase of positive conversations about AXE.

We saw the same effect for Renault when they started with their site ‘No wind, no fun’. As soon as the wind speed falls below 2,5, the site goes down. People liked the idea and tweeted around.

These examples are just positive conversations between consumers. In both cases the brand wasn’t present in the conversation. Imagine what could happen if the brand was proactively present to lead the conversation. What do you think? A missed opportunity or good that the brands weren’t there.