Problem / Opportunity
At the onset of Covid-19, Twitter’s advertising revenue became challenged as brands paused their campaigns while grappling with how to communicate in an unprecedented time. Yet the return of global sports leagues presented an opportunity for marketers to connect with their audiences in a media context of optimism.

Strategy
As sports leagues returned to play without crowds, Twitter’s real-time platform became the next best substitute for fans to get a stadium experience. I created the proposition “Twitter is the roar of the stadium” and a strategy to drive demand: Motivate advertisers to reconnect with their audiences on Twitter by demonstrating the surge of passionate and positive conversations happening around live sport.

Tactics
- Brand narrative and industry sponsorships to help the business team win everything from pitches to PR.
- Custom research and sponsored content demonstrating Twitter’s unique role for sports audiences vs. competitor platforms.
- Premium “watch party” gift boxes sent to a targeted list of high value clients and influential media agencies.
- Partnership with the NBA to project real fan Courtside Tweets during live games.