Toho-Towa is the Japanese distributor of the popular The Fast and The Furious movie franchise. The movies’ existing fan base in Japan covers the majority of the country’s audience for each movie. For Fast & Furious 7, released in Japan as Wild Speed: Sky Mission, Toho-Towa wanted to drive ticket sales. The brand turned to Twitter to build buzz and start conversations. Strategy: Before the movie’s release, Toho-Towa, through @Wildspeed_jp, used Promoted Video to introduce the trailer. It monitored responses and created new trailers to build excitement. Toho-Towa also ran a competition using the hashtag #ワイスピガソリン2年分 (#Furious7TwoYearsGasoline) and encouraged users to Tweet reviews using the Promoted Trend #ワイスピ泣ける(#Furious7HankieMovie). A link on Promoted Tweets led users to a campaign webpage from which those who posted reviews of the movie could win prizes.
S/4HANA is software company SAP’s next-generation business suite. The brand wanted to raise awareness of the suite amongst key business decision-makers in the Asia-Pacific region and position S/4HANA as the perfect solution to business complexity. Using “Run Simple” as its key message, the brand created case studies documenting real-world applications of the product, as well as thought leadership content on how companies can win in the digital economy. SAP Asia (@SAP_APJ) used Promoted Tweets to display content tailored to each of three main markets: Southeast Asia, India, and Australia/New Zealand. It used keyword, interest, and follower targeting to reach potential new customers and generate conversation around the new product.