Twitter is celebrating brands that made the most lasting impression on the platform's users via its Best Of Tweets 2021. From groundbreaking launches to campaigns driving cultural conversation, here are the brands that made their mark on Twitter this year. Were any of your favourite brands featured by Twitter?
CeraVe's #ThankYouNurses campaign made Twitter's list as "the best campaign that said "Thank you" for all of us". The campaign shined a light on the heroes risking their lives on the front lines during the pandemic - and who continue to do so every day. CeraVe expressed its gratitude for nurses with a Twitter takeover trend, which ignited an overwhelming response from other users who joined in and shared their own heartfelt messages.
Disney+ was listed as the most tweeted about brand for the year, owing to its launch in several markets this year. Its launch was timely as well, given that many viewers were stuck at home due to the pandemic. Disney+ had further cemented its bond with its fans through the release of new thrilling titles and classic films over the year. One of the highly-raved about tweets from Disney+ was its tweet celebrating the launch of Disney+.
Ford Motor Company
Ford's launch of its #F150Lightning EV was picked as the best campaign of the year. Adapting to its consumers' changing needs, the brand unveiled its new EV through a Twitter live event page. Its "tougher than before, smarter than ever” truck became one of the most talked-about EVs on Twitter.
The campaign also inspired confidence in the shift to EVs and showcased Ford as a standout leader, driving a +33% increase in its EV truck share of voice compared to last year; according to Twitter. Ford had worked with agencies Wieden+Kennedy, VMLY&R, Imagination Global and Mindshare for this campaign.
McDonald's was picked for having the best brand presence on Twitter. This year, McDonald’s pushed the boundaries and evolved its persona to speak to the most diverse and largest generation. From celebrity meal campaigns with American rapper Saweetie and South Korean boy band BTS to launching its loyalty programme, McDonald's continues to be at the forefront of the conversation. McDonald's worked with Wieden+Kennedy and OMD USA for its US campaigns.
Mountain Dew was selected for having the best campaign that connected to a major moment - in this case, the Super Bowl. To launch Major Melon, the first new permanent flavour in more than a decade, Mountain Dew created a campaign designed to maximise conversations on a day when every brand sought to breakthrough. Airing the first-ever gamified TV ad during the Big Game, Mountain Dew offered one lucky winner US$1 million by directing fans to Twitter to guess how many bottles appeared in the advertisement. Mountain Dew worked with OMD Worldwide and TBWA\Chiat\Day for this campaign.
Nickelodeon Junior won the hearts of Blue's Clues lovers young and old when it celebrated the show's 25th anniversary. Twitter was not spared from this feel-good moment either, which led Nick Jr. to make the list for the most popular brand tweet. In the tweet, Nick Jr. tapped into the nostalgia for Millennials everywhere. Former Blue's Clues host Steve stopped by Twitter to catch up in a touching video for the show’s 25th anniversary. Although his return was brief, the powerful message resonated strongly with the kids who grew up watching him. The seemingly small act of saying, "I never forgot you," sparked an emotional exchange on Twitter and gave many fans the closure they didn't know they needed.
Nintendo of America
Nintendo's #NintendoSwitch was the most tweeted brand hashtag this year. Probably owing to its 91 million gaming fans on Twitter, the #NintendoSwitch made its way to the top as users connected with one another to weigh in on highly anticipated game releases and in-game updates. Additionally, Nintendo had launched a livestream on Twitter, that lasted for roughly 40 minutes, where it shared more information on upcoming #NintendoSwitch games this winter. Nintendo worked with agencies We The Collective and Reprise Digital for the campaign.
OREO was Twitter's choice for the most creative campaign that "pushed the envelope". In the brand's #OREOscope campaign, fans who liked OREO's tweet will be analysed by the brand, based on their most recent Tweets. OREO will then provide fans with a personalised OREO horoscope, which will include insights into their personality. OREO worked with VaynerMedia, Martin Agency and 360i for this campaign.
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