Aided by an expertly executed Tweet campaign, #BringBackTheDouble took on a life of its own, ultimately landing at more than 100,000 Retweets. Mentions of Double Pops on Twitter grew 1,000X over the same period, and positive sentiment was nearly unanimous at more than 99%.
Tens of thousands joined in the conversation, and the campaign received widespread national media coverage. Perhaps best of all, Unilever has announced plans to bring the Double Pop back to the market in 2020.
The success of #BringBackTheDouble highlights why brands need to connect to conversations and trends on Twitter, and how the platform can serve as an effective launching pad for both introducing new products and reintroducing classics.
1. Bain & Company, 2019 Launch Marketer Survey, US, n=650