The Australian Twitter audience eagerly took part in discussing flavour combos, especially during the 10-day peak when most of the 890,600 impressions were achieved. The campaign’s engagement rate was 11.07%, beating the quarter’s 3.35% food category benchmark. Individual Tweets saw a 15.62% rate. In the campaign’s last 10 days, user-generated content went viral, and Twitter users worldwide offered their own flavour suggestions.
The day after the Vegemite flavor was announced, #ChocPlusWhat trended organically on Twitter. Media outlets around the world ran the story.