Necco #Tweethearts

Sweethearts candy are the Valentine’s Day staple we all remember from our childhood—they’ve been around since 1901! To appeal to a younger, more modern consumer, we brought the same joy of Sweethearts to Twitter.

In the lead up to Valentine’s Day, users were able to send a custom message to @Tweethearts and receive a digital image of their tweet, perfect for sending on to their Valentine. They were also able to purchase a bag of the treat, customized with their message, in an early use of Twitter as an ecommerce tool. Users loved it, creating thousands of custom messages.

Role: Lead social strategist

  • 2M+ impressions on $0 MEdia spend

  • COMM ARTS WINNER; ONE SHOW MERIT; SHORTY AWARDS SHORT LIST

  • TWITTER NAMED IT A TOP CAMPAIGN OF THE YEAR

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