Twitter is out with its #BestofTweets 2019 list recognizing marketers for their use of the platform in campaigns this year.
Twitter's Next and ArtHouse teams curated 12 of the past year’s most creative launches on the platform that met or exceeded key performance indicators.
Among the winners, Wendy's was tops in creatively using Twitter as its primary media partner to reintroduce the chain's Spicy Nuggets. In collaboration with its agencies Spark Foundry WW and VMLY&R, the brand posed a seemingly impossible challenge: If its Tweet got 2 million likes, the company would bring the spicy nuggets back.
In less than 48 hours, the likes piled up and Wendy’s made good on its promise—and then some. Wendy's launched a campaign to celebrate the return of Spicy Nuggets and the expanded spicy menu. The campaign drove a 12% lift in visitation, 4x the average benchmark for quick service restaurants.
Unilever's Popsicle garnered the award for best product launch to spark buzz for its proposal to bring back Popsicle's old-school Double Pops. With help from Mindshare and its internal creative agency, UStudio, #BringBackTheDouble was a trending hashtag which will culminate with Double Pops once again hitting the shelves in 2020.
Canned cocktail marketer Ritas was honored for Best Brand Voice in
When announcing the return of consumer favorite Cran-ber-Rita, the brand, with support from Dentsu and Draftline, channeled an irreverent and unapologetic tone to playfully jab at fans of the drink. It incorporated Tweets from real fans to create a video announcing its return.
DiGiorno effectively linked the digital world to experiential to land on Twitter's Best Of 2019 List. On October 1st, to kick off National Pizza Month, the frozen pizza brand, with OpenMind and Weber Shandwick, leveraged the Promoted Trend Spotlight ad product on Twitter, to takeover Twitter and encourage people to Tweet their city in hopes that DiGiorno would deliver to them. After more than 410,000 tweets for #DeliverDiGiorno, the brand partnered with app delivery service Fooji to deliver over 1,100 pizzas in the top five tweeting markets.
Dunkin' showed its expertise in managing short-term attention spans. With offerings far outside of the donut category, Dunkin’, along with Publicis Groupe and BBDO, turned to Twitter to raise awareness of the launch of its new, protein-packed breakfast options. The brand then worked with Twitter ArtHouse to develop a series of highly-visual TV commercials that remain consistent with Dunkin' messaging.
The full list of winners can be accessed here..