This new campaign from Twix is an interesting departure from many of the campaigns we’ve covered earlier this year. Previous social media campaigns we’ve covered have tended towards the shorter side. Run schedules of a few weeks and then they wrap. In contrast, this campaign started shortly after the beginning of this year, and continues to run, even building up posting volume in more recent weeks. So this looks to be one of Twix’s major campaign themes for the year. Let’s take a look at how the brand rolled out this campaign across the three major social media networks: Facebook, Twitter and Instagram.
Posting and Engagement Distribution
As we recently reported, Instagram has been putting up remarkable fan count growth rates relative to the other social media networks. There’s clearly a lot of buzz and excitement around what brands can gain through Instagram. However, in this campaign only 8% of the posting went to Instagram while 21% of the posts went to Twitter. Despite the brand having 87k and 5k fans on each network, respectively. It’s hard to understand the lack of Instagram posting given the fan counts. See the chart directly below for a breakout of both the posting and engagement across the different networks.
Chart 1: Posting and Engagement by Network
Posting and Engagement Calendar
As I mentioned at the start, this campaign has an unusually long run time. Below in Chart 2 you can see how this started in early January and picked up steam ever since, with a higher posting volume in recent weeks than at any previous time during the campaign.
Posting initially happened on Twitter, with Facebook and Instagram introduced to the mix in February. And while posting volume has gradually increased to date, it’s still predominantly on Twitter, although it seems to be shifting to the other networks.
Given both the growth and buzz around Instagram lately, it’s surprising to see so little of the posting happening there. In reviewing the posts, though, it could be that this simply isn’t that visual of a campaign. The brand could be holding back on Instagram for this campaign, and instead posting more photo-centric content on that network.
Chart 2: Posting and Engagement Timelines
Campaign Posting Themes
It’s notable that of the 100 posts this year through May 24, around 90% of them include both hashtags #lefttwix and #righttwix. The two halves of the campaign. And what the Top Related Themes chart below does so well is highlight the what this campaign is really about. After the campaign hashtags, you’ll notice the next most common topic is “taste”. So they’ve set up this A vs B situation, and the contest or debate is over taste. And of course, given it’s the two halves of the same candy bar, the joke gets across right away. Outside of taste, no other major theme stands out.
We’ve written at length about how brands are partnering with celebrities to extend the impact of their social media content. Here again, there are a number of celebrities the brand has gotten involved with the #righttwix vs #lefttwix debate. The campaign is a clever setup that gives the celebrities some latitude to joke around with.
What can you apply to your brand?
Snack foods are one of the challenging categories in social media, as the products don’t offer much in terms of news. Snack foods change their formula maybe once a decade, so there’s not the typical product news that other industries can work into their content calendar.
So those brands need to generate ideas that can float above the product attributes and provide entertainment value. In those cases, the campaigns aren’t so much about product features as about an emotional quality that the product represents. In this case, a fun diversion from the day-to-day ritual. The #lefttwix vs #righttwix isn’t really about the product, but about the feeling the brand gives you. When the product doesn’t give you a lot to go on, that’s when content developers really need to show their creativity.