Pivoting to Twitter with Sequential Messaging
The solution was to develop an innovative Twitter strategy with activation broken into two phases: Awareness & Interest. Catalyst utilized the Video View objective for Awareness and the Link Click objective for Interests.
Within the Video View objective, we activated broader interest-based audiences and keyword segments, while saturating more informed lookalike and retargeting audiences in our Link Click campaigns.
Sequential messaging also proved to be the key tactic to driving performance.
Users in our “Awareness” based audience segments were activated with broad “Health Advocacy” messaging, while users (paid or organic) engaging with our videos were moved down the funnel to our retargeting audience.
Users in this mid-funnel audience were then served messaging that went deeper into concepts and services introduced in our Awareness Campaign, creating a seamless ad-to-ad experience that nurtured them down the funnel.