Tourism New Zealand is the world-famous brand of the nation’s Tourism Board. It’s home for travellers looking to find everything they need to know about visiting Aotearoa. On Twitter, @PureNewZealand amasses more than 190K highly engaged followers globally, and dedicates content to celebrating all that makes the country special.
But in a year like no other, with the COVID pandemic gripping the world, @PureNewZealand wanted to take time on World Kindness Day to remind the world that despite a challenging year, kindness and caring are still at the core of us all. And what better way to spread messages of kindness and to get people involved than on Twitter.
Never has kindness been more needed than in 2020 so to hero World Kindness Day on Friday 13 November, 100% Pure New Zealand dedicated its Twitter account, @PureNewZealand to sharing stories of kindness from all over the world.
Staging a social media takeover, @PureNewZealand was rebranded to @100%PureKindness for 24 hours and all New Zealand destination content was put on hold; instead it shared only good news stories with kindness at their heart from all over the world. It also challenged people globally to participate in the day and show the positive side of humanity by posting their own stories of random acts of kindness using #PureKindness. And everytime the hashtag was used, a custom emoji was triggered to encourage sharing.
To connect with its Australian neighbours, @PureNewZealand took over Twitter’s Promoted Trend Spotlight promoting the hashtag #PureKindness with Australians, which appeared at the top of the Explore tab, along with the First View to draw attention to its stories of kindness.
Keeping the stories fresh throughout #WorldKindnessDay, @PureNewZealand also built on the conversation by threading a new kind Tweet every hour –– boosting key Tweets to the US, UK and Canada for a truly global campaign.