Twitter reveals list of SEA brand tweets that stirred up positive buzz in 2021

Twitter reveals list of SEA brand tweets that stirred up positive buzz in 2021

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Following the release of its global Best Of Tweets 2021, Twitter has unveiled the #BestofTweets 2021 for Southeast Asia. From virtual events to connecting users with their local culture, brands that broke through the chatter and made their mark on Twitter this year. Were any of your favourite brands featured by Twitter?


AQUA's Twitter-exclusive #RamadanBersamaAQUA 2021 campaign caught the attention of consumers this year. During the campaign, AQUA invited the Twitter community to share their most memorable Ramadan moments, and made a donation to support those in need for every tweet that was posted in response.

The brand then partnered with Twitter to bring those heartwarming Tweets to giant digital billboards across Jakarta’s busiest intersections. The full-funnel campaign was brought to life through a suite of Twitter ad solutions, and  AQUA tapped into influencers such as superstar Raisa to encourage Indonesians to bring hope and positivity to the timeline.


2. Eskinol

Philippines skincare brand Eskinol's collaboration with actress Maris Racal was selected as the best launch on Twitter. Eskinol leaned into the beauty conversation on Twitter to connect with its audiences. It also combined the country’s love for soap operas with the unique feature of Twitter threads, to come up with the innovative Twitter Serye (series) format, which generated massive engagement for the brand. 


3. GoPay Indonesia

GoPay Indonesia tapped on the market's need for lockdown entertainment - and the popularity of the Netflix show Money Heist - to lead conversations on the service. Based on the observation that few Indonesians use credit cards, GoPay launched a partnership with Netflix where people could sign up for Netflix subscriptions even without a credit card.

The two big brands came together in an intriguing campaign where GoPay’s Twitter account was hijacked by Netflix Indonesia’s account, Money Heist-style. The resulting conversations between the two brands got people talking, and the campaign went viral on Twitter, earning GoPay a spot as the brand with the best connection to culture. 


4. Grab Indonesia

Grab Indonesia's #BersatuUntukIndonesia (United for Indonesia) campaign was lauded as the best for driving change in society. Partnering with other local companies including Bukalapak, Grab Indonesia initiated the activation on Twitter to collect funds for healthcare facilities and workers, and underprivileged communities like street vendors who struggled during various stages of lockdowns.

The campaign was met with resounding success, as Grab Indonesia achieved far beyond its targeted IDR1 million, garnering a whopping IDR20 million. 


5. Heinz ASEAN

Heinz ASEAN's launch of its customised emoji made the list as the best campaign from a newcomer on Twitter. Advertising for the first time on Twitter, Heinz partnered with Twitter’s ArtHouse creators on videos and a custom emoji to promote their iconic Heinz Ketchup. Exploring a variety of ad formats on Twitter including trend takeover and amplify pre-roll, the campaign saw Heinz ASEAN achieve a 645% increase in conversations and 71% increase in positive sentiment about the brand.


4. Pepsi Philippines

Pepsi Philippines' first-ever livestream made the list as the best virtual event, which saw local celebrities such as Kathryn Bernardo and SB19. The event was launched to help families affected by the pandemic, while allowing users to have fun and perhaps win prizes as well. Pepsi Philippines leveraged a suite of Twitter products such as video polls, takeovers, and video ads to ensure the livestream was a success. The livestream garnered over 860,000 views and, by tweeting and using the branded hashtag, viewers contributed 10,000 meals to affected families.


5. Smart Philippines

Smart Philippines' #SmartBTS campaign was picked as the tweet with the best use of video. In a collaboration with K-pop boy band BTS, the campaign featured a video series with remixes of BTS’ hit songs with Smart’s core values and exclusive behind-the-scenes content. Smart Philippines managed to achieve a 98% positive sentiment rating from this activation on Twitter. 


6. Spotify K-Pop

Spotify K-Pop topped the list as the Twitter account with the best brand voice. In order to maintain a consistent and relatable connection with K-pop fans across the globe, Spotify created a Twitter account exclusively for all things K-pop. It even worked with K-pop boy band SEVENTEEN this year to launch the band's latest album, creating a special listening experience by giving fans exclusive content such as videos via the mobile app. 


Meanwhile, brands such as Gojek, Lazada, Samsung, Shopee and Spotify were recognised as the most tweeted about brands in the region, having demonstrated that keeping conversations ongoing with communities on Twitter can keep them top-of-mind - be it through leveraging key cultural moments or tapping into popular trends.

best of

Avril Chua, brand strategist, Twitter NEXT, Southeast Asia, told MARKETING-INTERACTIVE that this year saw a trend of brands focusing on leveraging communities to bring about a positive, meaningful impact to the region. "Whether it was rallying their followers to support social impact causes, to creating content campaigns that encouraged consumers to be a force of good in their daily lives, this year brands provided opportunities for strangers to connect and make a positive difference," she added.

Chua also noted that topics and communities on sports, gaming and entertainment have grown stronger in Twitter over the years, and expects this to continue next year as physical events gradually resume. Additionally, brands should look to tapping on communities with a "cult-like following" on Twitter, such as K-pop and NFTs, as these are global topics and conversations that, if utilised correctly, will give brands a greater advantage when launching campaigns.

"This year, we found that #nfts were in the top five most Tweeted about alternative digital assets in Singapore, while in other markets like Thailand and Philippines, there are communities where people discuss and share opinions on #nfts, making it among the top most Tweeted hashtags in those markets this year," she added. 

According to Chua, moving forward, Twitter will continue to build new, better and more interesting ways for people to participate in it, from new ways of conversation and ensuring it’s healthy and inclusive to supporting creators.

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