B2B Case Studies & Research / Jennifer Lowe

B2B Marketing Content

For Twitter's business marketing team, I oversaw a freelance writer and provided editorial direction for business marketing content. This included ensuring the voice and tone was on-brand, engaging, and informative. Content was developed to help educate marketers about Twitter advertising best practices and new research.

Twitter • 4th October 2018

People of Earth’s adopt-an-alien chatbot increases awareness and engagement

Get ready for a visit from another planet: For the second season of “People of Earth” (‎@PoE_TBS), TBS (‎@TBSNetwork) wanted to increase awareness of and interest in the show in an extraterrestrial way. To get people more personally engaged with the story, TBS created an out-of-this-world experience that would let people adopt an alien from outer space through a chatbot in Direct Messages.

Twitter • 4th October 2018

How 20th Century Fox got audiences buzzing for its terrifying thriller ‘Alien: Covenant’

In space, no one can hear you scream. On Twitter, however, everyone can. 20th Century Fox (‎@20thcenturyfox) partnered with Twitter to build awareness of “Alien: Covenant,” the latest installment in the “Alien” saga. The studio wanted to find a different way to promote the movie, building buzz leading into the opening weekend in a way that had not been done before.

Twitter • 4th October 2018

Taco Bell and MTV let fans vote for Best New Artist in viral chatbot campaign

For emerging artists, the Best New Artist award at MTV’s Video Music Awards is an enormous opportunity to break through to new audiences. Not only is it a career game-changer for artists, it’s also a fantastic way for fans to participate in the awards show. In 2017, MTV (‎@MTV) and Taco Bell (‎@tacobell) teamed up to create a unique experience on Twitter that would let fans vote for their favorite nominated artist in Direct Messages.

Twitter • 7th November 2017

How two film studios sparked fan intrigue — and box office success

The changing landscape of today’s movie industry has created great challenges and opportunities for marketers. Capturing a fan’s attention and driving them to the theater remains the primary objective, but how does a film successfully break through? The most effective campaigns require the right blend of creativity and timing to reach their audience.

Twitter • 30th April 2018

How Twitter’s expanded video programming slate supports your marketing strategy

In today’s media landscape, consumers are in the driver’s seat. People consume content across multiple screens, giving them more control than ever before. As a marketer, this environment is a challenge. Brands need to find new ways to capture people’s attention, on their terms – and marketers are turning to video.

Twitter • 29th June 2018

10 Rules for Effective Social Engagement with Twitter Partner Sprout Social

People are talking about your products, services, and brand. Increasingly, they’re doing it on social platforms like Twitter. And if you’re not listening to what they have to say, you’re at a distinct disadvantage against your competition.

Twitter • 13th June 2018

What these Cannes Lions-winning campaigns can teach you about Twitter

As the most prestigious award for the creative and marketing communications industry, Cannes Lions honors the most innovative and creative campaigns of the year. In a world where metrics and big data continue to monopolize much of the industry’s attention, these awards serve as an important reminder that creativity and human insight remain the bedrock of any successful campaign.