The year 2021 saw a trend of brands focusing on highlighting and leveraging communities to bring about a positive, meaningful approach and attitude altogether. Following the release of its global Best Of Tweets 2021, Twitter has unveiled the #BestofTweets 2021 for Southeast Asia. From virtual events to connecting users with their local culture, here is a list of the brands that broke through the box and made their mark on Twitter this year.
1. AQUA
AQUA’s Twitter-exclusive #RamadanBersamaAQUA 2021 campaign caught the attention of consumers this year. During the campaign, AQUA invited the Twitter community to share their most memorable Ramadan moments, and made a donation to support those in need for every tweet that was posted in response.
The brand also partnered with Twitter to bring those heartwarming Tweets to giant digital billboards across Jakarta’s busiest intersections. The full-funnel campaign was executed through a suite of Twitter ad solutions, and AQUA tapped into influencers such as superstar Raisa to encourage Indonesians to bring hope and positivity to the timeline. A great initiative by AQUA indeed.
Buat puasamu lebih bermakna dengan berdonasi lewat tweet momen #RamadanBersamaAQUA. Karna setiap cerita yang kamu bagikan berarti kamu sudah partisipasi dalam donasi kepada mereka yang membutuhkan. Kalo kamu, momen Ramadan apa sih yang paling kamu kangenin? Yuk ceritain!
— AQUA – #PakaiMasker (@sehatAQUA) April 27, 2021
2. Eskinol
Philippines skincare brand Eskinol in collaboration with actress Maris Racal was selected as the best launch on Twitter. Eskinol went on board with a beauty conversation on Twitter to connect with its audiences. It also combined the country’s love for soap operas with the unique feature of Twitter threads, to come up with the innovative Twitter Serye (series) format, which generated massive engagement for the brand.
What are your #SanaAllWithEskinol wishes, sizzies? Choose below and share your chika!
— Eskinol Philippines (@EskinolPH) February 8, 2021
3. GoPay Indonesia
GoPay Indonesia tapped on the market’s need for lockdown entertainment – and the popularity of the Netflix show Money Heist – to lead conversations on the service. Based on the observation that few Indonesians use credit cards, GoPay launched a partnership with Netflix where people could sign up for Netflix subscriptions even without a credit card.
GoPay completely went out of the box to execute this campaign that too in total style. The two big brands came together in an intriguing campaign where GoPay’s Twitter account was hijacked by Netflix Indonesia’s account, Money Heist-style. The resulting conversations between the two brands stirred up people’s curiosity and got them talking, eventually the campaign went viral on Twitter, earning GoPay a spot as the brand with the best connection to culture.
PENUHI PERMINTAAN KAMI!!! JADIKAN GOPAY METODE PEMBAYARAN DI NETFLIX!
SALAM MANIS DARI YANG NGEBAJA❌
(SENGAJA CAPSLOCK).— GoPay Indonesia (@gopayindonesia) August 30, 2021
4. Grab Indonesia
Grab Indonesia’s #BersatuUntukIndonesia (United for Indonesia) campaign was highly praised as the best for driving change in the society. Partnering with other local companies including Bukalapak, Grab Indonesia initiated the activation on Twitter to collect funds for healthcare facilities and workers, and underprivileged communities like street vendors who struggled during various stages of lockdowns.
The campaign was met with massive success, as Grab Indonesia achieved far beyond its targeted IDR1 million, garnering a whopping IDR20 million.
Bersatu Untuk Indonesia adalah inisiatif dari Grab dan beberapa mitra merek lokal favorit untuk membantu saudara kita yang terdampak pandemi. Kamu juga bisa ikutan dengan ganti kode promo jadi donasi. Kamu yang transaksi, Grab yang donasi.
— Grab Indonesia (@GrabID) August 13, 2021
5. Heinz ASEAN
Heinz ASEAN’s launch of its customized emoji made the list as the best campaign from a newcomer on Twitter. Advertising for the first time on Twitter, Heinz partnered with Twitter’s ArtHouse creators on videos and a custom emoji to promote their iconic Heinz Ketchup. Exploring a variety of ad formats on Twitter including trend takeover and amplify pre-roll, the campaign saw Heinz ASEAN achieve a 645% increase in conversations and 71% increase in positive sentiment about the brand.
ผลโหวตออกแล้ว ก็ขอประเดิมเมนูแรกด้วยการเติมความแซ่บให้เกี๊ยวของคุณด้วยพริกสุดจี๊ดกับซอสมะเขือเทศสุดปังซักหน่อย แล้วเกี๊ยวต้มยำที่ว่าอร่อยเผ็ดจะเด็ดดวงกว่าเดิมถ้าเติมไฮนซ์ แล้วคุณล่ะ กล้าลองทำที่บ้านไหม?#อร่อยได้เมื่อมีไฮนซ์#MakeAnythingBetterwithHeinz pic.twitter.com/hDFh75gHlp
— Heinz ASEAN (@HeinzAsean) June 10, 2021
6. Spotify K-Pop
All the K-Pop fans out there must be very much aware and into this campaign by Spotify K-Pop. Spotify K-Pop topped the list as the Twitter account with the best brand voice, in order to maintain a consistent and relatable connection with K-pop fans across the globe, Spotify created a Twitter account exclusively for all things K-pop. It even worked with K-pop boy band SEVENTEEN this year to launch the band’s latest album, creating a special listening experience by giving fans exclusive content such as videos via the mobile app.
Dance like nobody’s watching and rock along to SEVENTEEN’s Attacca the Enhanced Album 😎🖤
Catch their exclusive videos, only on Spotify. #SpotifyxSEVENTEEN #AttaccatheEnhancedAlbum
— Spotify ❤️ K-Pop (@SpotifyKDaebak) October 22, 2021
Here was a list of some of the most amazing brands that stirred up positive buzz in the year 2021, as per Twitter. Twitter will continue to build new, better and more interesting ways for people to participate in it, from new ways of conversation and ensuring it’s healthy and inclusive to supporting creators thereby catalyzing in creating a healthy social networking environment overall.
