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On Tuesday, Twitter revealed its third-ever #BestOfTweets winners…aka brands that stood out on the platform in one way or another over the past year. Tragically, Morning Brew was left off the list—but perhaps that was out of our hands:
- Some winners were qualitative, chosen by Twitter’s business marketing team via internal discussions that Liz Lenahan, the company’s head of scaled marketing, told Marketing Brew can get pretty heated...
- …and others were quantitative, meaning they were selected via metrics like “most tweeted brand hashtag” (#NintendoSwitch) and “most mentioned brand handle” (@DisneyPlus).
Exhibit A, quantitative: Nick Jr.’s video tweet about the time Steve from Blue’s Clues went to college was the most popular brand tweet by metrics including likes, retweets, and replies from US Twitter users.
Exhibit B, qualitative: Twitter selected Oreo’s #OREOscope campaign as its “best campaign to creatively push the envelope.” Per Twitter’s list, “when a fan liked an @Oreo tweet, the beloved cookie analyzed the fan’s most recent tweets to share a personalized Oreo horoscope with tasty insights about their personality.” Similarly, McDonald’s won the “best brand presence” slot.
Why the list? “We’re always trying to drive FOMO,” Lenahan told us, explaining that, for Twitter’s advertising business, recognizing and awarding brands that frequently use its platform entices other brands to do the same.—PB