We helped Twitter define a vision for Twitter Ads, increasing ad revenue

Brands were struggling to upload ads on Twitter, resulting in a noticeable lack of interest in advertising with the platform. In collaboration with Ueno, the objective was to enhance the overall ads experience and define both a short-term and long-term vision to establish competitive advantage.

During discovery, an opportunity was realized to transform the way users interacted with brands on Twitter by specifically leveraging the unique conversational aspect of its platform. Competitive analysis also prompted more research, leading to a strategic focus on defining tenets around awareness, engagement, and conversion as the cornerstone for design—not just to optimize the basic ads experience, but to also explore a broader 3+ year vision for Twitter Ads.

Through a cross-team collaborative effort, multiple directions were explored to get clear on how to connect users to the magic of Twitter through virality, trends, and cultural moments and enhance their ads experience through personalized brand content. Ultimately, a full funnel vision was defined that unlocked the conversational superpower of the platform through Twitter Ads, while also delivering on value and delight.