Case Study: what3words achieves 10% lower CPM and increases launch awareness with Twitter

Technology business uses Twitter around major launch event

what3words, a location technology company that divides the globe into 3m x 3m squares and gives each square a unique three‑word address, ran a campaign to raise awareness of its integration into Mercedes‑Benz vehicles. Targeting an urban, affluent audience around the vehicle launch, they chose Twitter and optimized for reach with engagement to expose the announcement to as many relevant users as possible.

They executed a three‑phase plan—build anticipation, drive interaction during the live event, and push website visits afterward—combining paid Twitter Ads with organic live‑tweeting, pinned highlights and responsive activity. Using Twitter Ads Manager to test ad copy, creative, timing and targeting across seven tweets and to reallocate budget by phase, the campaign achieved a 10% lower cost per thousand impressions than the industry benchmark while driving strong real‑time engagement.

what3words

Simon Sothcott

Head of Media