

TWITTER IS
Opportunity
“Twitter Is” something different to each person, and what better way to showcase who Twitter is than by using real Tweets from real peoplel to showcase the various sides of the platform.
Action
I was the driver of this campaign. Responsible for leading cross-functional effort and working closely with our CMO to create and execute this plan. We launched an OOH campaign in San Francisco & NYC - on buildings, in subways, and on sidewalks. The execution also included an on platform surprise and delight that featured the people. And a real-life surprise & delight with a Candy-Pop Up activation in Union Square.
Result
The campaign broke through successfully and resulted in significant lift in ad recall + top of mind brand awareness and demonstrated a lift in intent to use Twitter.


