We helped Twitter define a vision for Twitter Ads to increase ad revenue

Brands were struggling to upload ads on Twitter and it showed. There was a noticeable lack of interest in advertising with the platform, meaning Twitter was missing out on a significant opportunity. In collaboration with Ueno, the goal was to enhance the overall ads experience while defining short-term improvements and a long-term competitive vision.

Discovery revealed an exciting opportunity to reimagine brand interactions by harnessing Twitter's unique conversational strengths. Competitive analysis sparked deeper research, leading to a strategic focus on three core tenets: awareness, engagement and conversion. These became the cornerstone for design, not just to fix the basic ads experience, but to also explore an ambitious 3+ year vision for Twitter Ads.

Through collaborative exploration across teams, the focus became clear: connect users to the magic of Twitter through virality, trends and cultural moments, then enhance their ads experience with personalized brand content that felt natural to the platform. The result was a comprehensive funnel vision that unlocked Twitter's conversational superpower through ads aimed at delivering genuine value and delight to users.