Product Launch at Cannes Lions Festival |
Product Growth at Industry Tentpoles
COMPANY
SITUATION
In 2022, Twitter aimed to transform its platform into a vibrant e-commerce ecosystem by launching four new native shopping products — including a partnership with Shopify. This partnership was a significant move to empower U.S. Shopify merchants to reach customers on Twitter and facilitate seamless product discovery and purchase. The launch would take place at the prestigious Cannes Lions Festival, providing a unique opportunity to engage with industry stakeholders and customers.
STRATEGY
Create an immersive beach experience to serve as a backdrop for unveiling four new products and announcing its new strategic partnership with Shopify, thereby supporting Twitter's engagement with key industry stakeholders and the media.
DELIVERABLES
Product GTM: Define event roadmap, lead overall initiative.
Partnerships: Collaborate closely with the Twitter product team(s) to develop the Shopify sales channel app and ensure seamless integration with Shopify's ecosystem.
Product Enhancements Announcement: Develop and promote product enhancements to the Twitter Shopping experience.
Bespoke Marketing Collateral and Content: Create product positioning and narrative, marketing one-pagers, decks, and related bespoke launch and sales content to support the event, including marketing Twitter Sales Channel App, which was developed in partnership with Shopify.
Immersive Beach Experience: Create a visually stunning beach experience to bring Twitter Shopping to life.
RESULTS
+ The revenue growth contribution from new business acquired at Cannes exceeded expectations, growing by an impressive 200%
+ The positive net promoter score highlighted the success of the immersive beach experience, a feature of the event that created a lasting impression and strengthened attendees' loyalty and trust in Twitter's shopping ecosystem
+ Attendees engaged positively with the bespoke content deliverables, further reinforcing Twitter's messaging and value proposition