Case Study: Vodafone achieves 53.9% youth engagement and 6.1M impressions with Twitter

Vodafone promotes its connection to the Summertime Ball and attracts young fans

Vodafone UK wanted to connect with a younger, music‑loving audience by amplifying its #TakeTheTour presence at Capital FM’s Summertime Ball at Wembley. The challenge was to engage young fans at scale, raise visibility among millennial music fans, and create festival‑style, on‑the‑day content that felt authentic and shareable.

Vodafone used a mix of Twitter activations—multi‑image Tweets, artist and partner amplification, a voting mechanic for unsigned acts, a backstage Twitter Mirror, whitelisting and Creative Canvas—to create exclusive, visual and interactive moments. The campaign drove strong results: 53.9% youth engagement rate, 6.1M total impressions, 1.6K new followers, and 6,000+ uses of the campaign hashtag, delivering deeper alignment with the youth audience and increased event visibility.

Vodafone

Dan Underwood

Head of Sponsorships and Partnerships