Brands should not try and 'chance' live events, says Twitter's new sales chief

Dara Nasr: the sales director of Twitter UK
Dara Nasr: the sales director of Twitter UK

Rather than try and "chance it" when using Twitter during live events, brands should plan around expected moments, according to Dara Nasr, the newly promoted sales director of Twitter UK.

Nasr spoke to Campaign as brands such as Burberry took advantage of London Fashion Week on Twitter and ahead of this evening’s return of the UEFA Champions League and tomorrow night’s Brit Awards ceremony.

He said brands should prepare for "expected moments like there is a goal or it goes to penalties". He continued: "You should be able to plan around those. You could try and chance it and you might get lucky, but it's better to focus on the expected."

"Oreo's 'dunk in the dark' [during the blackout at last year's Super Bowl] was superb," Nasr said, but it was part of a wider Twitter strategy that included activity around Halloween and the Grammys.

Nasr joined Twitter as head of sales in November 2012 after five and a half years at Google as a sales head, working on YouTube and display. He started his career in TV sales, working at ids from 1999 to 2005.

As sales director, Nasr replaces Bruce Daisley, who was promoted to UK country director in September last year.

Twitter’s main advertising products include promoted accounts, promoted trends and promoted tweets. Nasr said it was important brands complemented their own Twitter feeds with promoted products to increase their reach.

Nasr said: "If you use Twitter and not promoted products, the people who will be exposed [to your campaign] are your own followers. Paid media space allows you to tap in to new audiences.

"Your followers follow, but what about people who don’t necessarily want to follow but are pertinent for your brands?"

Activity booked around the Brit Awards includes VO5, the Unilever haircare range, sponsoring video clips from the live broadcast on the official Brit Awards Twitter account through the social network’s Twitter Amplify programme.

This article was first published on


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers