Twitter is a weird place. The land of breaking news and other fantastically relevant information is one where most participants don’t actually participate, and merely stop by to read what’s happening. This needs to change for Twitter’s sake (from an advertising standpoint), should change for the sake of its users (to keep that wheel going ‘round) – and CAN change, if more brands learn how to engage audiences like toilet paper brands do.
Yes, toilet paper. Twitticizens love toilet paper, Cottonelle most of all apparently:
But it was the recent activity from Charmin (another much-liked contender) that caught our eye – as they seem to catch every trend and cleverly use it to their advantage. They tend to respond to organic content that either revolves around their industry or their brand, in particular, and leverage it in a humorous way that gets both followers and their name out there even more. And their #TweetFromTheSeat hashtag is pretty genius.
For example, when a popular group of YouTubers, Minecraft Mianite got the hashtag #hardbutlife trending, Charmin took notice of this and responded with a humorous tweet that got the legions of fans to both respond and retweet Charmin’s response – not to mention getting its brand mentioned on one of Minecraft Mianite’s videos, which has 416K subscribers.
And when the llamas escaped and ran free in Arizona some time last month Charmin was able to quickly respond and tie it in to brand messaging:
So then, why does Cottonelle capture a more passionate response? Maybe the humorous approach ISN’T the answer . . . and telling users to #GoCommando is? No, humor clearly works. Cottenelle on the other hand has most of its mentions on Love for the brand instead of its campaigns.
The answer behind brand loyalty is a bit more complex than that, naturally, as it’s specific to each brand.
NetBase uncovers this specific insight, offering advanced listening and patented natural language processing technology that slices and dices consumer data in real-time. But short of that, you’ll likely glean some great tips if you attend the “Redefining Realness for Brands on Twitter” happening at SXSW on March 17.
The panel discussion, including Charmin’s Tweeter-in-Chief, Mariali Hackman, will share tips around trendjacking, how to “get right up to the line without crossing it,” how to create life-long brand advocates and “simple, uncomplicated advise to help brands stay smart and creative.”
And we need more smart and creative brands on Twitter engaging consumers. #NoButtsAboutIt