Challenge

Twitter Health Education Campaign

Unfortunately, due to the nature of social media, platforms are not always a pleasant experience for all users, especially BIPOIC. In general, there is a perception that Twitter is not a safe environment for its users. To combat this perception, our Health and Safety team planned a campaign to inform users about what Twitter is doing to keep them safe and how to keep themselves safe online.

  • We planned to achieve a 5% point shift in the following areas

    • Twitter keeps me safe online

    • Twitter takes abuse/harassment seriously 

    • Twitter takes issues of miss information seriously 

    • Ad Recall

Solution

  • Phase 1 - Learnings From Past Campaigns

    • Based on our past campaign, we observed the most significant increase in message association when users were exposed to a weekly frequency of 8x. However, due to budget constraints, we aimed for a 5x weekly frequency to reinforce our message.

    • Another key finding was the effectiveness of optimizing towards reach or video views, which yielded a more impactful message compared to optimizing link clicks. By employing these optimization tactics, we were able to achieve higher frequencies at a lower CPM.

  • Strategy

    • Targeting

      • Analyzing data pertaining to users who reported tweets for safety concerns, a significant revelation emerged: the majority of these users belong to the 'Heavy Users' category. Consequently, we made the strategic decision to target users who are classified as both Heavy and Medium users.

      • We also incorporated additional targeting based on popular keywords from conversations popular with the BIPOIC communities. 

    • Creative

      • To effectively captivate the user's attention, we made a deliberate choice to utilize primary GIFs and videos, recognizing their ability to concisely communicate with our audiences. Leveraging these assets also enabled us to optimize our campaign towards maximizing video views.

      • We also created 3 groups of themes for our creative addressing; Misinformation (how to spot it), Safety (how to keep yourself safe), and Privacy (How to keep your profile private). 

  • Media Plan

    • Utilize Twitter paid ads to reach users

    • Linking ads to long-form articles about safety on Twitter

    • Heavy up budgets to Heavy users and run at a 5x frequency 

    • Optimize toward video views

    • Retarget high-intent users with long-form videos

  • Measurement

    • KPIs: CPM

    • Brand Lift Study


Results

  • -4.9ppTwitter has the keeps me safe online 

  • -3.7 ppTwitter takes abuse/harassment seriously 

  • -3.5 pp Twitter takes issues of miss information seriously 

  • +5.0 pp Ad Recall

  • 4x more likely to use Mute

  • 3.9x more likely to Block

  • The campaign revealed challenges in changing user perceptions, as we observed a decline in all measured messages. This decline can be attributed to the campaign's delivery of multiple distinct messages, which caused confusion, a lack of clarity, and a diluted focus on our core message. Additionally, running multiple messages concurrently resulted in reduced message penetration.

  • The suboptimal performance can be partly attributed to the current polarized nature of Twitter and social media. Given the prevailing polarization, attempting to alter perceptions of Twitter can arduous task for a paid media campaign.

  • One noteworthy outcome was an increased adoption of safety functions on the platform among users exposed to our campaign. This demonstrates the effectiveness of our message in successfully advancing our overarching objective of fostering a safer environment on Twitter, even though it did not lead to significant changes in perceptions. This outcome raises the question of whether, in a potential reiteration of the campaign, we should prioritize different KPIs beyond perception.