#MyBest11

During the 2018 World Cup, I had the privilege of partnering with Nick Watanabe, Director of Marketing and Brand Strategy for Twitter APAC on a campaign to build engagement. With studio Death of Bad we develop a unique, integrated campaign for the Japan market. In my time at Twitter, this is the closest Twitter has come to a full activation of creative to drive conversation and participation around an event. With a robust plan that included OOH, a micro-site, on- and off-platform video, and VIT (Very Important Tweep) engagement, the creative team constructed a fun and highly-engaging campaign. But just to prove great creative can be hard working, the campaign also managed to outperform all of the benchmarks for analytics by double.