Twitter APAC — From Afterthought to Essential Platform
The Challenge: The Relevance Gap
Twitter (now X) faced a significant strategic challenge in the APAC region. Despite its cultural influence, it was consistently being deprioritized by major advertisers in favor of established giants like Facebook and Google. The platform was perceived as a secondary, “nice-to-have” channel, not an essential pillar of a brand’s digital strategy.
The core problem was one of perception and translation. Twitter’s sales teams were pitching the platform’s products, but they were failing to bridge the relevance gap for advertisers. A generic, one-size-fits-all approach was not enough to convince brands like Volkswagen or Tiffany & Co. to shift significant investment. The mandate was to devise a new engagement model that could fundamentally transform how the world’s most sophisticated advertisers viewed Twitter’s unique power.
The Unconventional Move: The Bespoke Pitch Doctrine
We rejected the standard sales playbook. The central insight was that to sell Twitter, we first had to stop talking about Twitter. Instead, we needed to talk about the client’s business with a level of insight they would normally only expect from their most trusted internal strategists.
This led to a three-year engagement built on a doctrine of radical, bespoke intelligence. For each high-value target—from Warner Brothers to JP Morgan—we conducted a deep-dive analysis, not of their marketing habits, but of their core business dynamics, their competitive threats, and their strategic ambitions. We cross-referenced this intelligence with Twitter’s full suite of offerings to identify unique, often non-obvious, opportunities for impact.
The output was not a sales deck; it was a custom-crafted strategic thesis for each brand. We built tangible mockups and campaign blueprints that didn’t just showcase Twitter’s features, but vividly demonstrated how the platform could be used to solve their specific business problems and seize their most compelling opportunities. We showed them a vision of their own success, making the potential of Twitter undeniable.
The Result: A Paradigm Shift in Advertiser Relations
The approach was a resounding success. By shifting the conversation from a generic product pitch to a bespoke strategic consultation, we secured significant, multi-year advertising partnerships with a roster of the world’s most sought-after brands.
The true outcome, however, was not just an increase in revenue. It was a fundamental re-positioning of the platform in the minds of key decision-makers. Twitter was no longer just another social media channel; it became an essential strategic partner for brands seeking to shape public conversation and drive business results. The three-year duration of the engagement stands as a testament to the value of this intelligence-led, client-centric model, proving that the most effective way to sell a platform is to first offer indispensable counsel.