With the launch of its new bagel range, Warburtons (@Warburtons), the UK’s Number 1 Bakery Brand* wanted to increase awareness and engagement amongst a broader audience with the social premiere of its #GoodBagels campaign on Twitter.
Prior to the TV launch, @Warburtons created an instant impact online by using First View to unveil its #GoodBagels ad, which saw an outraged Robert De Niro travelling to the bakery headquarters with his gang of goons after hearing news that ‘Bolton bakes the best bagel’.
@Warburtons followed this with a Spotlight Trend to drive further awareness of the ad. Launched at the same time as national TV spots, the Spotlight Trend amplified the campaign by enabling @Warburtons to further drive impressions and encourage real-time conversations. This was backed up by Promoted Videos to sustain awareness across the six-week campaign period.
Alongside paid support, @Warburtons used organic content to build positive engagement by sharing a series of GIFs from the campaign creative and carrying out conversations with Twitter audiences from the perspective of De Niro’s goons.