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pagePatterns:
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pageType: Marketing Marketing Marketing Marketing Marketing Marketing Marketing Marketing

screenKeywords:
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Key Results —_ Heineken® UK
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Sales 25%0p
increase in Message Association
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significant incremental
. tin sales Alcohol, Sports, United Kingdom, Case Study
impac
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Tweet engagements

The Opportunity
From the kick off of UEFA EURO 2020™, Heineken (@Heineken UK) fTr:;'aTt;isttt:a’ket'“g insights
was keen to encourage football fans to reconnect with each other
and to enjoy the good-humoured rivalry that comes naturally to them.
As the UEFA EURO 2020™ official beer partner, it wanted to be the Email Address
leading beer brand that consumers associated with the tournament. It _
also celebrated the international nature of the tournament, which saw
matches played across 12 European cities. Company
The Strategy S
|y Marketing Insights Success Stories Solutions Collections Sign in Q Subscribe
Tweet engagements
The Opportunity
From the kick off of UEFA EURO 2020™, Heineken (@Heineken UK) fTr:;'aTt;isttt:a’ket'“g insights
was keen to encourage football fans to reconnect with each other
and to enjoy the good-humoured rivalry that comes naturally to them.
As the UEFA EURO 2020™ official beer partner, it wanted to be the Email Address
leading beer brand that consumers associated with the tournament. It _
also celebrated the international nature of the tournament, which saw
matches played across 12 European cities. Company
The Strategy
Country/Region
As an official Euro sponsor with TV ads running during live matches,
Heineken wanted to extend its association with the tournament even
further. Knowing fans would flock to Twitter to join the Euro 2020 s e st vt sarogs Yo oon
conversation, @Heineken UK designed a phased Twitter campaign to unsubscribe anytime.
fuel engagement and discussion among Europe’s football lovers, and b
extend their campaign beyond TV alone.
First, Heineken continued its official connection to the Euros from TV
to Twitter by running an Amplify pre-roll sponsorship with ITV Football
(@ITVFEootball). This ensured it was the closest beer brand to the
action before, during, and after games. It also gave @Heineken UK
access to editorial content.
Keen to drive engagement and spark further conversation,
|y Marketing Insights Success Stories Solutions Collections Sign in Subscribe
@ LY rwn?u‘ug 01
It all started so well for @England..
...Luke Shaw's first international goal
was the quickest ever scored in a
European Championship final T‘ ' - -
#ITAENG | #ITVFootball | #Euro2020 EXtend sponsorShlps WIth
7 = Amplify Pre-roll.
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during, and after the match.
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Denmark won the European
Championships in 1992, whereas the last
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Heineke b, s o020 | FURO2020 | o imeker
Heinekedimmy Hughes, Social Lead, Heineken UK ™" );IEQME% . );l‘“[}l(‘;“,N‘DEL RN CE Heineken Heicken
#SupportResponsibly " . EUR02020 Heineken
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- - [5)
#SupportResponsibly URO Heineken
Solutions Used
Audience targeting Expanding reach
You want your message to be heard by the right person. Reach your most valuable audience at scale when it
Let Twitter’s targeting capabilities help. matters most.
Learn more > Learn more >
Related Content
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|Marketing Insights Success Stories Solutions Collections Sign in Subscribe
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Partner detail

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pageType: Marketing Marketing Marketing Marketing

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Twitter Marketing Partners > Find a Partner > Adaptly
Deliver more value through ads that are
relevant to consumers and their social
Accotl
\A
g
Helps with Service Model Region e
g
Media Buying & Optimization Managed Service  Global aJ
Adaptly enables advertisers to scale campaigns across Twitter and other social networks
through its technology and services. It helps advertisers deliver more value through ads
that are relevant to consumer identities and social contexts. Managed service offerings
include strategy, planning, media buying, execution, and analysis.
Clients span 15 industries including financial services, media, retail, CPG, and many more.
Adaptly is headquartered in New York City, with offices in Chicago, Los Angeles, San
Francisco, Sydney, and London.
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Francisco, Sydney, and London.

Capabilities Personalized planning and Activation and optimization
strategy

With Adaptly, brands can execute and

Brands can achieve full-funnel optimize cross-channel campaigns §
marketing objectives through tailored with a single partner. g
media plans informed by custom 9
insights.
Analysis and reporting
Brands can review campaign
performance through in-depth reports
and cross-channel spend in real time.

Ready to get started? |
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I'd like a Twitter Marketing Partner to help with...
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We have found 55 partners who could help you:
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Adaptly Acloptly Adglow adglow §
Q
Adaptly helps brands and agencies navigate the Adglow provides technology and service to run,
complex social media ecosystem and provides optimize, and meet ROAS on Twitter advertising.
solutions to optimize large-scale ad campaigns.
View profile > View profile >
Adjust D) AdStage
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Twitter Marketing Partners > Find a Partner > Adaptly
Deliver more value through ads that are
relevant to consumers and their social
contexts

Aciaotly

Helps with Service Model Region
Media Buying & Optimization Managed Service  Global

y N


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- - [}
How @fishwife cast a wider net to connect
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with their customers on Twitter

— By Jenny Bakos

INSPIRATION

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Our is ideally suited for small businesses looking to up their game on Twitter, and
Los Angeles-based Fishwife ( ) was the perfect candidate to put our guide to the test in terms of deriving real,
actionable results for their business on Twitter.

Twitter’s Guide for Businesses

and Professionals took our

business’ Twitter profile from

good to great. After making

some minor tweaks and

reinvesting our time in the

platform, we’re seeing

increased engagement on our

Twitter page.

Becca Millstein

Fishwife CEO & Cofounder
Fishwife is a new, female-founded and led food company aiming to make ethically-sourced, premium, and delicious tinned
seafood a staple in every cupboard. The team sources from responsibly managed fisheries and aquaculture farms to bring
the vibrance of conservas culture (foods preserved in cans or jars) to the North American table.
|y Business Basics v Advertising v Twitter Shopping v Resources and guides v Ads Help Center v Sign in Q Start a campaign
How has the Guide for Businesses and Professionals reframed your content strategy on
Twitter?

When we launched in 2021, our Twitter profile did a good job of showcasing our line of products, Retweeting positive
Tweets tagging our brand, and using hi-res imagery to set our Tweets apart as a premium brand.
After reading the Guide for Businesses and Professionals, | realized our Tweets were missing consistency and strategy. We
started Tweeting and Retweeting on a more regular cadence, using brand hashtags, and clear call-to-actions. Additionally,
our Tweets now rotate between promoting our products, stories about our founding (including photos of our faces!),
behind-the-scenes product development, recipes, press features, and timely events.
Our Twitter profile now offers something for everyone — our loyal customers and those just learning about our brand for
the first time — and we’re really seeing the benefit of this storytelling strategy. In one week of implementing the tweaks
recommended by the Guide for Businesses and Professionals, we added 15 new followers and noticed an uptick in
engagement on our Tweets.

Fishwife L 4

@fishwife - Follow

Say hello to the newest member of

the Fishwife fam - 7 rainbow trout

jerky gems 7. These gems are not

only delightful, smoky, and crispy -

they also reduce food waste by

utilizing a part of the rainbow trout

(the teeny, tiny *tenderloin*) that

usually has no home!!

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the next. I'm excited to dig into Twitter now that we’ve built an audience on other social media platforms.

Any other small businesses on Twitter you’d like to give a shout-out to?
Shout-out to my besties: Fly By Jing (@flybyjing), Graza, Ghia, Zabs, Omsom (@omsom), Brightland (@Aishwarya228),
Ruby, Aura Bora (@drinkaurabora), and so many others!
Ready to reinvest in your business’ Twitter content strategy? From giving your profile a makeover, strategizing what to
Tweet, and getting acquainted with Twitter advertising solutions, the Guide for Businesses and Professionals could be just
the fit (just ask Fishwife!).

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|(©) (etamter mess reporT22 ) e o rovor: JED
s MOST UNDERRATED WORKPLACE SKILLS, RANKED
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Source: WeTransfer Ideas Report 2022
|Dive into another insight
| : ) SUCCESS |
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|(© (Seamtr wErsrerorr) et oo JEB)
This year's report found creative dreamers are actually quite pragmatic, making sacrifices
in order to achieve professional harmony. What are you willing to sacrifice for your
dream job?
a MONEY

a BOUNDARIES
a GROWTH
a AUTONOMY
a SUCCESS
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&= No boundaries

The rate of burnout has doubled since last year's report. The dawn of
flexible work has lead to a blurring of work life and home life.
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s MOST UNDERRATED WORKPLACE SKILLS, RANKED
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saying “no

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Source: WeTransfer Ideas Report 2022
|(© (Seamtr wErsrerorr) et oo JEB)
This year's report found creative dreamers are actually quite pragmatic, making sacrifices
in order to achieve professional harmony. What are you willing to sacrifice for your
dream job?

a MONEY

g BOUNDARIES

a GROWTH

a AUTONOMY

a SUCCESS
|Demanding work cultures mean that dinner
-7 I 0/ plans are moved and doctor’s appointments
are delayed in the name of delivering work.
Y Y D — What's going to give?
Compared to the 2021 Ideas Report,
the rate of burnout within the
creative sector has doubled.
@ Of those we spoke to in Europe, 65% claim they’ve been close
to—or experienced—burnout in the past year. This is still lower
than the global average of 75%.
I
|Demanding work cultures mean that dinner
plans are moved and doctor’s appointments
are delayed in the name of delivering work.
What's going to give?

75%

75% of global creatives we spoke to

admit to having experienced

burnout at some point during their

careers.
|@ Of those we spoke to in Europe, 65% claim they’ve been close
to—or experienced—burnoutin the past year. This is still lower
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Source: WeTransfer Ideas Report
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Twitter for Good

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The NeighborNest is a community
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and education, equality and workforce development, and capacity building :
for NGOs. From.career mentorship and STEAM education to Twitter
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Up next for our nonprofit partner Meanwhile, in Singapore “=... 1\
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equitable tech access, design opportunities, and Delighted to visit @ TwitterSG's newly-renovated space this
professional resources to job seekers. morning! ) ]
Thank you @TwitterforGood @monraweea @karahinesley for
. . . having us. Excited to see where this partnership takes us in the
Get a FREE ticket to their Nov 3 fundraiser: futurebg #PartnersForHumanity #SGRedCross
#TogetherForHumanity #TwitterForGood
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|y About Who we are v Our priorities v Resources v Go to Twitter.com

KEY INITIATIVES Platform

Platform

People

Profits
Ads for Good Data for Good
We offer pro bono advertising In partnership with the UN
credits to nonprofits as a way Global Pulse Lab, we leverage
to use the power of Twitter's Twitter data to work toward
advertising platform to amplify achieving the UN Sustainable
their message. Development goals.
Capacity building for Campaigns for Change
nonprofits

P As an extension of our Ads for
We provide skills training for Good program, we provide pro
nonprofits to share Twitter’s bono advertising resources and
best practices for content and extensive skills training to
engagement. amplify specific online
campaigns.
Emoji Twitter owned and
operated handles

We donate this ad product to P
|y About Who we are v Our priorities v Resources v Go to Twitter.com

OUR MISSION

We use the positive power of Twitter to strengthen

our communities through our platform, people, and

profits.

AREAS OF FOCUS

Internet safety and education Freedom of speech and civil
liberties

We help people understand healthy digital habits

and online safety. We support organizations that We support initiatives that defend and respect all

tackle issues like bullying, abuse, and hate voices by promoting free expression and defending

speech. We support initiatives that defend and civil liberties.

respect all voices by promoting free expression and

defending civil liberties.

Equality Environmental conservation

, , and sustainability

We support equality and universal acceptance for

all people, and recognize that while talent is found We work with nongovernmental organizations

everywhere in the world, opportunity is not. We (NGOs) around the globe to harness the power of

work with organizations dedicated to promoting Twitter to raise awareness and encourage action to

equal opportunity, particularly in science, protect environmental conservation and

technology, engineering, arts, and mathematics sustainability.
|y About Who we are v Our priorities v Resources v Go to Twitter.com

Resources
Global Impact Report: 2020

Download Y,
Stay up-to-date on the important work we do for the people we serve.
Digital Safety Playbook

Download Y,
Learn about the tools available to help you feel safer, be in control, and manage your digital
footprint.
Staying Safe with Twitter

Download Y,
Learn about digital safety and online protection for young people with this checklist produced in
collaboration with the Office of the UN Secretary-General’s Envoy on Youth.
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