The rollout of #BestDressedCookies was a red carpet darling. Mentions of Milano Cookies surged more than tenfold during the campaign versus the week prior. On top of that, the brand more than doubled its video view rate compared to benchmarks and @milanocookies followers increased by 11% during the campaign.
Fans, fashion designers, and celebrities alike joined the conversation, which eventually got picked up by the press. This drove hundreds of millions of incremental impressions and positive awareness for the brand. It just goes to show that when brands find creative ways to engage with their audiences on Twitter, that’s just the way the cookie crumbles.
1. Twitter Insiders, Award Show Research — September 2016, n=258 Twitter users