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Rothy's uses Twitter ads to raise brand awareness

Creating a powerful social strategy can be a difficult task. How do you make sure your content is on the mark? How can you leverage social networks to build brand awareness?

A brand that stands out with its engaging tweets and powerful Twitter ads is the sustainable fashion start-up @rothys. We spoke with their marketing team about their Twitter strategy.

Tell us a little about yourself.

Lacey Young : I am the Brand Manager at Rothy's. I am passionate about content creation, social strategy and the use of digital media to create brands.

Jenny Robinson: And I'm Rothy's acting vice-president for e-commerce and digital marketing. Previously, I led e-commerce and digital marketing for luxury brands.

What does a typical work day look like for you?

We are a light team in a fast growing brand, so we wear a lot of hats. Our team focuses on branding, acquisition and improvement of our messaging. We tackle everything from marketing strategy, site optimization and performance marketing to planning and executing photo shoots and content creation. We spend part of our time interacting with our community on social media and finding the best way to delight our customers.

While wearing our Rothy's, of course.

You have all done a good job of making your brand known. What is your marketing strategy?

Word of mouth marketing of our passionate customers plays a vital role in our marketing strategy. Another key piece is to focus on how to reach potential customers online, such as on Twitter. By leaning on the visual appeal and elegance of the shoe, we let the product speak the most in our marketing.

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How does Twitter integrate into your marketing mix?

We use a data-driven approach with our marketing initiatives to ensure we have the ideal media mix between the channels. Twitter acts as a catalyst to reach people where other platforms can not – when people are traveling, look to consume content. This contrasts with the way people behave on other platforms, where they may not be trying to interact with brands.

Describe the brand Rothy's.

The Rothy's are chic, avant-garde shoes designed for life on the move. They are made from recycled materials and are out of the box at ease. We manufacture them with little waste, concerned about the planet as much as good design.

What are some examples of Tweet that you believe really capture the Rothy's brand?

Part of telling our brand story is educating our customer about the benefits of Rothy's product. The shoes are machine washable, for example, what someone might not realize immediately.

Our team members and loyal customers are important to our brand. We highlight them by sharing their beautiful pictures of them wearing their Rothy's.

We stand out from other fashion brands by using strong images that showcase our sustainable materials.

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How do you use Twitter Ads to boost your marketing efforts?

Twitter contributes to building and maintaining Rothy's awareness. Part of our marketing strategy is to maintain brand awareness wherever our customers' eyes are. Since potential and current customers consume content and engage on Twitter, showing ads on the platform allows us to be in the right place at the right time – which is perfect for our growing brand.

How do you plan and create Twitter ads that will resonate with your target audience?

When people scroll through their Twitter feed, they're looking for unique, concise content, more than any other platform. People want to see relevant and interesting information for them – at the speed of lightning.

In order to attract the attention of someone in such a dynamic environment, it is important to have an original creation that attracts attention. For us, this means bright images and a short copy that appears. The fact that users quickly browse their feeds looking for interesting content causes all our decisions when creating creatives and messages.

Here are some announcements on Twitter that feature some of our secret sauce:

Tips for brands trying to increase their notoriety with Twitter?

Here are our top three tips to keep in mind when creating Twitter Ads:

  • Combine eye-catching creations with a concise copy. It is essential to attract people's attention.
  • Make your bids meet performance goals by optimizing for each audience and creative combination of ads.
  • Make sure your audience targeting is relevant to your brand and target demo. Do not forget retargeting and correspondence by email!
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Do you know a brand that does interesting things on Twitter? Send us a tweet @TwitterBusiness.