Inspired by the “Twitter, Please Do Your Magic” social movement, Twitter created a hashtag called #TweetYourMagic, which activated a custom emoji that reveals a bright heart in dark mode, letting people know that their kind words can lift others up even in the darkest times.
With Ramadan around the corner and COVID-19 persisting in the background, Twitter was determined to maximise impact and enlisted three like-minded brands, IM3 Ooredoo, Lazada, and AQUA, to help spread the word.
A multi-brand approach for maximum reach.
With all four brands aligned on delivering positive, feel-good messages, they each asked their followers to share a positive story using #TweetYourMagic and mention the participating brand.
For every Tweet of encouragement, AQUA donated to protect those in need. For every Tweet about being apart from loved ones, IM3 Ooredoo offered a discount on data plans to help get them reconnected. And for every Tweet about the most meaningful things about Ramadan, Lazada offered a discount to help people realise their hopes.
Bringing positivity from the platform to the offline world.
Twitter further spread the magic of love and positivity by blowing up those Tweets to the physical world in digital billboards across Jakarta’s busiest intersections.
The dynamic Out-of-Home campaign featured real Tweets, in dark and light creatives to mirror the dark and light modes of Twitter’s user interface.
Partnering with Creators.
Finally, as the last push to delight audiences, @TwitterMktgID collaborated with various Indonesian Creators to interpret select Tweets into charming illustrations. These little visuals with big messages were amplified on Twitter (via AQUA, Lazada, and IM3 Ooredoo) to carry on the encouraging messages and as a heartwarming way to wrap up the campaign.