Problem / Opportunity
Despite its strength as a brand advertising platform, Twitter was not perceived as a sales-driving channel. A new set of commerce solutions and the timing of 2022 Cannes Lions Festival provided the perfect moment to drive reconsideration.

Strategy
Twitter needed to find a unique benefit to differentiate its narrative from entrenched competitors. Through user research, I identified the outsized influence of Twitter conversations on what people buy. A strategy ensued: Get advertisers to reconsider Twitter as a sales channel by demonstrating the power of conversation in driving commerce.

Tactics
- New brand narrative and playbook for sales to drive pipeline and product adoption.
- Integrated Cannes Lions Festival event presence supported by speaker events, product demonstrations and awareness-driving digital media.
- Global press talking points secured coverage in influential media publications including CNBC, AdAge and TechCrunch.
- Branded content across premium industry publications including Wall Street Journal, AdAge and AdWeek New York.

Results
1) Twitter’s Cannes Lions Festival presence drove a 7:1 return on event spend, with 85% of Twitter’s global sales team expecting the narrative to accelerate next quarter’s pipeline.
2) Exceeded customer awareness targets for Twitter’s commerce products in the first six months post-launch.