The #DeliverDiGiorno campaign helped DiGiorno break through during National Pizza Month. The #DeliverDiGiorno hashtag generated 8.5 million Tweet impressions and a positive sentiment rating of 78%. The number of Promoted Trend Spotlight impressions topped 55 million.
The campaign also drove offline results: It inspired media coverage in each of the five cities selected for delivery, generating TV reports in four cities that engaged with the campaign and more than 1,000 news stories. The #DeliverDiGiorno hashtag landed in the top five trending Tweets for New York City, and the campaign generated nearly 20 million PR coverage impressions.3
The DiGiorno campaign demonstrated how using Twitter in creative ways can help brands drive awareness and achieve their launch goals.
1. Twitter internal, Tweets from March 1, 2018, to March 1, 2019, retrieved March 2019
2. Bain & Company, 2019 Launch Marketer Survey, US, n=650
3. DiGiorno internal data, Weber-Shandwick