Nextdoor launched its inaugural local business awards, Neighbourhood Faves, to empower neighbours to recognize and support their beloved local businesses. The awards were sponsored by Xero, an online accounting software for small businesses, driving significant brand consideration following the campaign.
Research showed that over three-quarters (76%) of Brits would rely on the recommendations from their neighbours when looking for a local business, showing how essential endorsements are to keep local businesses open and thriving. The same survey also found that over half (53%) of Brits also rely on community groups to determine the quality of a local business and over a third (37%) of people prefer to take recommendations from neighbours more so than searching for a local business online (30%). Both neighbours and businesses in the UK stood to benefit from the Neighbourhood Faves programme.
Xero stands at the forefront as one of the UK's premier cloud-based accounting software providers for small and medium-sized enterprises. With a core mission to streamline the complexities of owning and managing small businesses, Xero offers cutting-edge online accounting solutions. Meanwhile, Nextdoor serves as the go-to platform for neighbours seeking local businesses and exchanging reliable recommendations. Recognizing a shared vision in bolstering local enterprises to foster thriving communities, Xero and Nextdoor were in perfect brand alignment to activate Neighbourhood Faves together.
Neighbourhood Faves covered 9 categories — from beloved eateries and corner shops to trusted service providers like dog walkers and plumbers — Neighbourhood Faves provided a platform for neighbours to champion their favourite local businesses and foster a sense of community support. The awards also highlighted the crucial role of neighbour recommendations in bolstering the reputation and sustainability of local businesses.
Program Launched: October 2023
Wendy’s wanted to do one thing: Make the launch of breakfast the biggest thing they’d ever done on Twitter.
How can you get the whole platform to explode with conversation about the arrival of breakfast at Wendy’s? Make it so that Wendy’s themselves literally couldn’t talk about it.
On Feb 26, @Wendys locked their Twitter account.
The world immediately took notice. Twitter exploded with confusion, excitement, & speculation about what was to come. Over the next few days, Wendy’s rewarded their loyal followers – the Friendy’s – with offers, exclusive messages, and challenged them to a battle to roast the competition. The best Tweets even took over Times Square.
By the end of the week, all of Twitter was talking about #WendysBreakfast. There were over 83K mentions of Wendy’s breakfast, and the FOMO from the private account drew 45K new followers.
Program Launched: March 2020
Fans of the Super Bowl don’t just care about who wins the game, they’re invested on every detail of the action, from who wins the coin toss to how long the National Anthem will last. Everyone knows Pepsi always delivers a show worth talking about during Super Bowl Halftime.
Pepsi took ownership over the Prop Bets unfolding during the #PepsiHalftime Show, giving fans a chance to make predictions about how the performance would come to life. Each correct pick translated into one entry for one of over 200 incredible grand prizes. Both artists encouraged their fans to make their picks and tune in to see which predictions came true.
Once the #PepsiHalftime Show had concluded, @Pepsi Tweeted at everyone who had placed a bet, revealing the correct answer for each of the 10 questions. The Chiefs may have won the game, but Pepsi was the MVP of the Super Bowl and winner of the Twitter Brand Bowl.
Pepsi was the most mentioned brand during the Super Bowl, doubling their mentions from the previous year. There were more Pepsi Halftime Predictions than Tweets sent using the word “touchdown.”
Program Launched: 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
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
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
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
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
