Campaign details

Brand: Twitter
Brand owner: Twitter
Lead agency: Geometry Dubai
Contributing agencies: 815 Studios, Paris Tokyo
Country: United Arab Emirates
Industries: Websites, online services, apps
Media channels: Other & ambient media, social media
Budget: 500k - 1 million

Executive summary

Online news and social networking service Twitter has gained popularity in the MENA region, being one of the lead social networking platforms in the world, that allows users to post and interact with messages and news 'in the now'.

Moreover, in this evolving digital era, 72% of marketing budgets are being shifted to digital. However, given the visual nature of other platforms, such as Facebook, Instagram and YouTube, Twitter was becoming an afterthought in the region.

As a result, it saw an opportunity to tackle this issue by partnering with new media outlets to increase the platform's usage and thus its advertising revenue. With this objective in mind, we created an on-ground experience to help Twitter connect with media professionals, and provide them with the right content that inspires and glorifies the brand's best self.