SingTel has partnered with Twitter as the first Singaporean brand to use the Promoted Products suite to connect with the audience.
The Twitter campaign for the telco brand kicked off last Friday.
The Promoted Products suite targets followers according to categories given by the advertiser such as demographic, location, interests and carry tailored tweets.
Twitter claims the Promoted Product platform is said to have an engagement rate as high as 10% to 30%. The suite consists of promoted tweets, promoted accounts and promoted trends.
Promoted tweets are ordinary tweets which are purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers.
Similarly, promoted accounts are part a of “Who To Follow”, which suggests accounts that people don’t currently follow but may find interesting and with promoted trends, trending topics by the advertisers, in this case SingTel, will be visible to all users on Twitter.com while they are being promoted.
Shailesh Rao (pictured left) , Twitter’s VP of International Revenue also added that advertising for the promoted trends come on a first come first serve basis while the promoted accounts and promoted tweets are on the basis of a bidding process.
According to Miguel Bernas, director of digital marketing at SingTel, many of SingTel’s customers spend a lot of time online and social media is an important part of the telco’s marketing campaigns and customer care operations.
“Twitter has provided us with an effective way to engage our customers and the online community through @singtel and @singtelsupport accounts,” he added claiming this has helped build closer relationships with customers.
Twitter introduced its promoted suite of products in Southeast Asia a month ago through their ad sales partner, Komli Media.