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Britannia did an amazing Twitter campaign for their new product launch, Good Day Chunkies, which are premium choco-chip cookies.
They introduced their product to the market in a very innovative way:
- Monitor tweets on Twitter that speak about 'hunger', 'chocolate cookies', 'having a bad day', 'having a good day', etc.
- They personalized responses like...'Hey XYZ, we got a way for you to beat hunger. DM us to get a Chunkie Surprise!' and then via Direct Messages, had a conversation to note down delivery addresses of respondents.
- Then within a week, the respondents would receive a package of2 boxes of cookies along with a customized note.
This led to MASSIVE brand recall, and today:
- It has had a tremendously successful social media presence, including setting up trending hashtags during the term of its activity
- Good Day Chunkie Surprise is amongst the best-selling premium choco-cookies in the market, in less than6 months since their launch
