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...