Building on the success of Nextdoor's signature business recognition program in the US, we brought Neighbourhood Faves to the UK market in partnership with Xero, the cloud accounting platform empowering small businesses.

The timing was perfect - our research showed that 76% of Brits trust their neighbours' recommendations for local businesses over online searches. Across 9 categories - from beloved cafes to trusted dog walkers - Neighbourhood Faves invited communities to champion the businesses that make their areas unique.

The partnership naturally aligned Xero's mission to simplify business management with Nextdoor's role as the neighborhood hub for local recommendations. In a market where over half of Brits rely on community groups to discover quality local businesses, Neighbourhood Faves transformed neighbour endorsements into meaningful recognition, driving significant brand consideration for Xero.

Launch: October 2023

How do you make noise about breakfast? By going completely silent. When we locked @Wendys' Twitter account - their primary platform for brand voice - we turned a breakfast launch into a social media phenomenon.

Behind the locked account, we rewarded Wendy's loyal followers (the "Friendy's") with exclusive access to breakfast offers and challenged them to roast the competition. Their best Tweets didn't just live on Twitter - they lit up Times Square.

The strategy transformed FOMO into social media gold: #WendysBreakfast generated over 83,000 mentions, while the private account mystery attracted 45,000 new followers eager to be part of whatever was coming next.

Launch: March 2020

Every Super Bowl fan knows the game is about more than just the final score - from coin toss calls to National Anthem length, prediction culture runs deep. We tapped into this behavior by transforming the #PepsiHalftime Show into a game of its own.

We turned the #PepsiHalftime Show into an interactive prediction game, complete with prize stakes. Fans placed their bets on everything from costume changes to surprise appearances, with each correct guess unlocking a shot at over 200 grand prizes. The performing artists amplified the excitement, mobilizing their fanbases to join the prediction frenzy. Post-show, @Pepsi personally connected with every participant to reveal the winning picks.

The results? Pepsi dominated the Twitter Brand Bowl, becoming the most-mentioned brand of the Super Bowl and doubling their mentions from the previous year. In fact, more people Tweeted their Pepsi predictions than used the word "touchdown" during the game.

Launch: February 2020

Mountain Dew connected with American consumers by tapping into state pride, creating a custom label for each and every state. They wanted to drive conversation about the label art and inspire some passionate fans to collect all 50 limited edition labels.

We developed a first-of-it’s kind response mechanic that listened for users Tweeting any of the 50 states, and would automatically Tweet back with the label art that they’d asked for. This free-form auto response ability was developed specifically for this program.

Roughly 70,000 pieces of label art were sent to Dew fans over the summer.

Program Launched: June 2019

2019 marked the 3rd year of Wendy’s partnership with the NCAA and March Madness. After two years of learning, we knew that the third year had to be the best yet. Wendy’s has established themselves as every NCAA fan’s best friend, providing real-time updates, fan reactions, deals, and fun throughout the tournament.

Most college basketball fans’ brackets get busted early on, but still want to be part of the bracket experience. Instead of recreating a typical bracket, we scrapped the typical game experience and decided we’d invite fans to play Pick’Em with Wendy’s, starting before the Sweet 16, when most brackets are busted. The Pick’Em game continued for the rest of the tournament, notifying users when it was time to make their picks before the next round began.

Ultimately, we learned that Twitter users aren’t the best at predicting how the tournament was going to unfold. But they sure had fun playing along.

Program Launched: March 2019

Wendy’s was a first-time NCAA sponsor. They needed a big idea to break through the clutter and think outside of the sponsorship box. Bracket conversation dominates Twitter every March, so we decided to give fans what they were asking for and built the first-ever March Madness bracket on Twitter.

We broke down the complex process of building a bracket into a simple DM conversation with Wendy’s. Different bracket-building experiences were designed for hardcore fans, versus those who preferred to populate their picks by taking a personality quiz. Automated updates were Tweeted at all participants, letting them know how their bracket was stacking up against the competition. 

Program Launched: March 2017

Wendy’s was looking for an entertaining way to implore users to learn more about their new pulled pork sandwiches and BBQ sauce pairings. We devised a Choose Your Own Adventure game, where users were led on a journey through Tweets in effort to successfully crack one of Wendy’s BBQ Pit-masters. Each step of the adventure contained multiple decision points, leading users to dark-posted video content that revealed the next part of their journey, or directed them to try again from the top. 

Program Launched: September 2015 

IBM pushes technology's boundaries and capabilities, and their annual Think conference is where they share their most highly anticipated updates. But knowing that not everyone is able to attend the conference in person, we used Twitter to open #Think2019 to anybody, anywhere in the world. We live streamed the most anticipated keynotes, and built a Twitter concierge service to give daily recaps of the most important content from the conference

We designed a Twitter conference badge in the form of a custom emoji for anyone to show that they attended the conference. It was Tweeted over 50K times.

Project Launched: January 2019

Every year, SUBWAY celebrates National Sandwich Day. 

In honor of one of the tastiest days of the year, we helped SUBWAY kick of off a movement to #SaveLunchBreak; rescuing everyone from their sad desk lunches and encouraging them to take a lunch break. Twitter designed a custom sub emoji to attach an emblem to user’s Tweets to join the lunchtime revolution. We tapped influencers to spark the movement and get the conversation started on Twitter and beyond. 

Project Launched: November 2015

Dove’s mission to facilitate more body-positive conversation on Twitter started with a goal to shift aggregate sentiment. In 2016, we created a personalized analysis of a user’s past Tweets, triggered simply by Retweeting a @Dove Tweet. Users received a detailed report of their the trends and sentiment reflected in their prior Tweets, and a recommendation for how to continue to spread positivity, or focus on shifting their conversation away from negativity.  

Project Launched: March 2016