Background

From breaking news to iconic moments, Twitter has been a platform that has brought India together for conversations ranging across diverse topics. But, it was losing relevance with young Indians who preferred other platforms to have conversations and to voice their opinions. They believed that to affect change through Twitter one needed to be a notable influencer or a celebrity. The task at hand was to establish Twitter as a platform that listens to the youth and can be a tool to bring about change. So, for its first ever consumer campaign in India, Twitter needed to talk to the Young Indian reminding them the power of the platform and more importantly the collective power of their individual tweets.

Describe the creative idea (40% of vote)

The Indian Youth felt that they don’t have the power to create change in the country. But what they don’t realise, is that movements don’t happen because of famous personalities, movements happen when people come together. Twitter wanted to remind young India that, ‘No Tweet is too small when we Tweet together’. We created a campaign that highlighted the democratic power of the platform and how individual tweets have transformational power when they become a collective voice on Twitter. We took movements created by people and highlighted their popular hashtags. We geo-targeted these on billboards in cities where these hashtags trended the most, reminding the people that they were the ones responsible for the movement to take effect. We also spurred social conversation by creating a digital film that traced an everyday Tweet and brought out the collective power of Twitter as it snowballed into a revolution.

Describe the execution (40% of vote)

To showcase these movements, we broke them down into two elements, the hashtag and the image. The visual combination of both needed to convey the essence and the story of the movement, but also create an impact 1. The Hashtag: We started off with a social media sentiment analysis of our target audience and shortlisted 12 movements that we would highlight as billboards to be displayed in 5 major cities across India. These hashtags are in a bold typeface and in the front to capture the audience’s attention. 2. The Images: We selected powerful images that captured the essence of the movement and tells its story to the audience. The image in the background kept an object in focus so that it complements the hashtag. The visuals in effect reminded the youth about these movements and at the same time provoke them to talk about it on Twitter.

List the results (20% of vote)

The design language of our visual narrative helped to engage conversations about the movements amongst Young Indians. Our campaign garnered over 1.26 BN impressions across the different touch points. We reached around 110 Million unique users through the campaign. The campaign led to a 19% lift in Brand Interest. Our digital film garnered 57 M+ views across digital video platforms. More importantly the campaign led to policy makers adopting #WeTweet to address the youth and their issues and the youth responded. Aditya Thackeray, a popular youth leader from Mumbai used #WeTweet as a platform for citizens to address their issues. The Mumbai Municipal Corporation adopted #WeTweet as a platform to address civic issues before the monsoon rains wreaked havoc on the city. Young citizens responded with their issues as tweets actually making #WeTweet a platform for young Indians to voice their issues.