Case Study: US Wireless Telco Company achieves 5x increase in Twitter engagement with Oracle Marketing Cloud

U.S. Wireless Telco Increases Social Engagement 5X On Twitter

A leading US wireless telco preparing a Super Bowl campaign wanted to boost brand awareness on Twitter but needed a way to significantly improve audience engagement (favorites, retweets, comments), increase ad frequency among engaged users, and avoid wasting impressions on uninterested audiences.

Using Oracle Marketing Cloud for data management and activation, the telco tagged its campaign microsite to identify engaged users, built a 360-degree view by layering first- and third‑party data, and created sub-segments that were pushed to Twitter for targeted, tailored ads. The approach delivered a 5x lift in Twitter engagement, eliminated wasted impressions by only targeting engaged users, and enabled higher ad frequency for those audiences.