Twitter

The Challenge – Twitter is a powerful platform for real-time conversation, but many users felt overwhelmed by the constant influx of content and lacked control over their digital environment. There was an opportunity to highlight Twitter’s commitment to digital well-being and empower users with tools to personalize their experience.

The Insight – The objective was to introduce Twitter’s new muting functions by emphasizing the importance of peace of mind and personal choice. Our strategic approach centered on the idea that empowering users with control over their online interactions would deeply resonate, as digital well-being has become an increasing concern. By showcasing the simplicity and effectiveness of these features, we aimed to make digital control both relatable and indispensable.

The Solution – As the creative lead, I developed ‘Not Right Now,’ a campaign film centered on the theme of peace of mind. The film showcased relatable scenarios where users could mute unwanted content, illustrating the power of Twitter’s innovative muting features. By focusing on the theme of digital well-being and personal choice, the campaign conveyed the message that users have the ability to customize their experience, making interactions more manageable and meaningful.

The Impact – The campaign drove a 25% increase in the adoption of muting functions within the first month and significantly improved user sentiment around Twitter’s efforts to enhance digital well-being. ‘Not Right Now’ sparked important conversations about the value of digital control, earning positive coverage across tech and social media platforms. The campaign reinforced Twitter’s dedication to user empowerment and demonstrated the brand’s commitment to creating a more personalized and manageable user experience.