Mollie on our team loves checking out the biggest and best media campaigns from brands big and small. Although 2022 is merely a matter of weeks old, she's spotted one already that's a contender for the campaign of the year...
I love it when a campaign grabs your attention so much that you start researching it.
Twitter’s latest one was one of those. Launched only recently, in January 2022, Tweet it into Existence is Twitter’s latest ad campaign about manifestations with the theme “Tweet it into Existence” celebrating manifesting your dreams and turning them into reality.
The campaign started after the tech giant released that tweets about manifestations reached over 59 million in the last number of years.
To capitalise on this, Twitter decided to launch a huge out-of-home campaign, which launched on 22nd January 2022 on billboards in eight cities across North America, including LA, New York and Chicago. They were also placed in the hometowns of the inspiring individuals.
The campaign centred around historic tweets from twelve celebrities including Demi Lovato and Niall Horan and various NFL stars which have since become true.
In essence, they predicted their own success.
Demi had tweeted that she would one day sing at the Super Bowl and Megan Thee Stallion tweeted that she needed a team because music was going to take off for her.
The idea of the campaign, described by Jenna Ross, Twitter’s senior manager of entertainment partnerships, is to “help inspire countless others to dream big, put their goals out into the world and Tweet them into existence.”
The campaign also tells us success doesn’t come overnight, with Niall Horan tweeting in 2010 that he had just applied for the X Factor and he hoped it would all work out…
I think it did, Niall.
Twitter have also said they are donating almost $1million to the stars’ choice of charities.
The idea behind launching the campaign in January was because Twitter believes manifestations are the new New Year resolutions.
Elevating conversations that take place on its platform has been a long-term strategy for Twitter and the timing and tone of this campaign couldn’t have come at a better time, two years into a pandemic and at the start of a new year.
The platform continues to grow year on year, and was a source of outlet for many over the last two years, so in my eyes they’ve definitely got it right with this campaign, with everyone listening and watching and sending the Twittersphere into a frenzy.
Twitter has definitely set the bar for campaigns this year.
Go on, Tweet your goals…