Sky Italia
How Sky tapped into nostalgia to showcase their new Sky Glass TV
3.4M
Video views
1,500+
Engagements with notification button
Sky partnered with X to drive awareness of the new Sky Glass TV in a truly thumb-stopping way, taking audiences on a trip through time. By leveraging 90s nostalgia and creating a gamified experience using a random response experience, the brand unlocked millions of views and thousands of engagements.
Campaign objective
Sky set out to raise awareness of the new Sky Glass TV and boost engagement on their X handle with clever, creative content.
The solution
This was the first ever custom brand campaign to run in the Italian market. The campaign was overwhelmingly successful, generating 3.4 million video views in a short period of time, with a very modest budget. The quality of the copy, the attention-grabbing nature of the video assets, and the surprise element of the random response mechanic proposed by X’s in-house creative team, all combined to deliver outstanding reach and engagement.
Products used:
- Reach objective
- Branded Notification
- Random automated responses (a custom solution from the X Next team)
We were exploring innovative and engaging approaches to raise awareness of our products, leveraging a platform-native language to connect more effectively with our audience.
Keys to success
1. Unlock the power of video ads
Video ads on X provide a more engaging way to tell your story and captivate your audience. X is becoming a video-first platform, with video now part of more than 8 in 10 of unique user sessions.
2. Utilize Branded Notifications
Branded Notifications enable advertisers to have 1-1 conversations at scale, delivering time-triggered, automated @mention posts directly to opted-in users at the moments that matter most.
For Sky Italia, people who "liked" the call-to-action (CTA) post received a personalized notification from Sky that was randomly selected from a pre-written set of possible responses.
Their opt out messaging was also baked-in to the post copy, to ensure brand safety.
Source: X Ads Manager, November 2023, Italy
