Twitter: Magpie – A 100% AI-driven multi-channel marketing campaign

Twitter, a social media platform, increased conversions in the UK by creating Magpie, a custom campaign management tool that helped marketers serve targeted ads.

Campaign details

Brand: TwitterLead agency: Merkle

Campaign Overview

Twitter wanted to turn its conversations into targeted ads.

Magpie was born - a custom campaign management tool using bespoke AI to analyse topics and curate personalised trends in real-time, delivered as quick, slick digital ads across display and search formats.

Strategy

The fast-paced nature of Twitter poses a problem for its marketers: how can they predict the day's big news stories and effectively serve them to users as ads?

Merkle devised a way, harnessing Twitter's API and machine learning to create trends-based text ads in real-time.

A successful...

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