Twitter (TWTR) Redefines Brand Marketing Yet Again

The social networking platform never fails to surprise with its ingenious marketing moves but Twitter’s (TWTR) new strategy is sure to change the way advertisers promote their brands online.


After presenting a novel way of finding and promoting content online (via the hashtag), Twitter Inc (NYSE:TWTR) is offering yet another cool new way to market online! The social media network announced that would roll out the Twitter #Stickers to make brand marketing easier for advertisers.

According to Twitter’s official announcement, the #Stickers offer a “fun new way for Twitter users to add a pop of creativity to photos and connect them to the world on Twitter.” First introduced in June, the Stickers are quickly winning over users, prompting Twitter executives to tap them for revenue.

“#Stickers have been hugely popular with consumers, and we are thrilled to now include brands in that conversation, starting with Pepsi,” said Adam Bain, chief operating officer at Twitter. “Now, people around the world can all share their universal passion for Pepsi and make the brand come alive in a powerful new way on Twitter.”

To give fans a taste of what’s to come, Twitter has teamed up with PepsiCo, Inc. (NYSE:PEP) in an exclusive deal to promote the #Stickers. Pepsi will roll out nearly 50 customized stickers across 10 markets. The stickers will be a part of the brand’s PepsiMoji campaign.

So, how could advertisers use the #Stickers? Think of them as visual hashtags, says Twitter. The brands can develop their own stickers, which could be added to their promo photos. The photos could then be shared with their followers, acting as hashtags, connecting the sticker to the ads with just a tap. Using the stickers, brands can “see and engage with the people who are using their stickers in creative ways.”

“The partnership also includes a custom Niche creator campaign showing consumers how to use their #Stickers, as well as a branded Pepsi emoji and a Promoted Trend.”

In a press release, Pepsi noted that the joint campaign is the “largest partnership between the two brands to date and is a result of months of collaboration.”

“The ‘Say It With Pepsi’ campaign has helped consumers around the world express themselves using our proprietary set of Pepsi emojis and we’re truly taking it to the next level with this partnership with Twitter,” said Brad Jakeman, president PepsiCo Global Beverage Group. “By allowing people to add our emojis directly to their photos, we’re giving fans a whole new way to engage. If a picture is worth a thousand words, a picture with Pepsi stickers can really spark a conversation.”

The #Stickers campaign has potentials but there is no way of saying if they could boost Twitter’s revenue, at least not at this point. However, the campaign contributes greatly to enhancing brand awareness and user engagement without bothering with calls to action or traditional marketing techniques. Since the platform has practically bajillions of users, it’s only a matter of time before this marketing move catches on.

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