Netflix, Chevrolet and SportChek were some of the top Canadian brands on Twitter this year, according to the social media site, revealing a list of the top-10 brands that engaged with the platform over the past year. This was the first time Twitter has done this for Canadian brands.
Looking at categories from brand voice and strategy to use of live-streaming video and activation, Twitter identifies the brands making a name for themselves on the platform while highlighting some of the key trends from 2018 – including influencers, activations and platform engagement.
“The best Canadian brands on Twitter in 2018 were the ones that built on an insight, seamlessly blended engaging content with genuine conversation,” says Jamie Michaels, head of brand strategy at Twitter Canada. He added that video continues to make inroads for Canadian brands on the platform.
Given the title Best Brand Voice, Netflix Canada was identified as having defined a unique voice on the platform, one which Twitter identified as having contributed to cultural conversations with “humour and sass” while promoting its content.
Canadian media brands Rogers and Bell both made their way on the list, with Rogers being identified as having the Best Digital to Physical Activation for the launch of IgniteTV in June and Bell being seen as having the Best Brand Purpose for its mental health advocacy program, Bell Let’s Talk. According to Twitter, the #BellLetsTalk hashtag was the most-used Canadian hashtag of the year on Twitter.
The Best Use of Live-Streaming Video went to SportChek, which was the first brand in Canada to use Twitter Live to promote Olympic content on the platform while also rolling out Twitter activations inspired by the events in PyeongChang last February.
The Best Event Activation was by Veteran Affairs Canada, which honoured Remembrance Day by posting a video tweet that had a build in conversation card prompting users to spread awareness of the day through a #CanadaRemembers Tweet.
American Express Canada had the Best Use of Creators for the launch of its new brand platform, “Powerful Backing: Don’t Do Business/Don’t Live Life Without It,” running an event featuring local Canadian artists that could only be attended using a code Tweeted by five Canadian influencers.
Twitter identified Chevrolet Canada as having had the Best Way to Fuel Fans with its Amazing Race Canada-inspired Twitter quiz series.
In the QSR space, Wendy’s Canada was identified as having the Best Launch Moment for the reintroduction of its Bacon Portabella Mushroom Melt, for which the brand engaged Twitter audiences (who were responsible for deciding how long the limited-edition offering would be available).
Mohamad Fakih, founder of Middle Eastern restaurant Paramount Foods, took the title of Best C-Suite Strategy for growing his company’s Twitter following to more than 60,000.
Meanwhile, Best Banter went to the Vancouver International Airport for its interactions on the platform, which has contributed to the airline having more mentions on Twitter than any other airport in the country.
