ABOUT

Young people simply aren’t joining up to Twitter and adding it to their social media mix. In truth, a lot of them aren’t sure what it does and won’t spend the time figuring it out whilst all of their friends are meeting on Snapchat and Instagram.
Our task was to remind 13-24 year olds in the UK that Twitter is a fun place and to in turn encourage healthy active behaviour on the platform.
Our approach had to satisfy two distinct functions for the brand - to INSPIRE people to sign up & use Twitter, but to also EDUCATE them about its best features. Who better to do this for us than YouTube creators with their captive audiences?
The Make My Day format is all about connecting audiences more closely to their favourite influencers and giving them the opportunity to have a meaningful effect on their day. The format allowed the YouTubers to easily migrate their fans over to Twitter and play to the platform’s strengths in a live, conversational and interactive experience.
For each YouTuber we designed a bespoke Make My Day experience that reflected their tastes and personality. The day was made up of a series of challenges. Whatever the audience voted for through Twitter polls, the YouTuber had to do!
The whole experience could be followed live on Twitter in a series of Tweets, videos & Periscopes, all before the influencer published a video documenting the day on their YouTube channel.
To Date we have had Higher than average positive sentiment surround the campaign: 59%
83% of audience participants were female. One of our key KPIs was to engage female audience
When compared alongside the talents own vlogs, these videos are performing very strongly against them in terms of views. Mandevilles has outperformed some of their own vlogs uploaded in recent months with Niki & Sammy is on par (usually with branded videos you see a significant drop off in numbers).
Mandevilles YT: 18,675 views
N&S YT: 13,302 views