WEAR A MASK

Opportunity

Reframe the mask conversation. Unlock the power of people encouraging others to wear masks in a fun, Twitter-y way to combat message fatigue.

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Action

I was charged with acting as the driver responsible for delivering the campaign. Working with executive leadership, I ensured the campaign delivered against its strategic objectives, acted as the main point of contact across all work streams, and had all teams working collaboratively to deliver a campaign that broke through.  I was responsible for overseeing the day-to-day relationships with both internal and external partners, agencies and government partnerships as well as ensuring all project deliverables were timely and in budget.  

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Result

We partnered with local government officials and municipalities to bring the real talk to life in eight cities across the US with over 440 placements - on buildings, on sidewalks, in parks, on boats and in the air. On platform, we playfully joined the mask conversation, showcased the breadth of the conversation through our OOO channels, brought #WearAMask to life with an animated like, and for the first time, altered DM reactions to include the mask emoji.  

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The campaign resulted in increase in positive sentiment and perceptions around Twitter brand, increase in conversation and conversation sentiment around masks, and became the highest performing Twitter owned branded like. 

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