The Original Donut Shop
The Original Donut Shop has been one of Keurig's most beloved K-Cup coffee pod brands for over a decade, but they had never Tweeted. They had only gotten as far as creating a Twitter account—which didn't even come up in search results because Twitter thought it was fake.
So, with a straight face, we made it seem like the brand had actually been Tweeting the whole time, but that our hundreds of Tweets from the past 15 years had gotten clogged on the backend due to a technical snafu that was causing them to all come out at once.
By the end of the day, we got 23,000 organic impressions, the #1 search ranking for "coffee," and tons of new followers—including rapper JaRule. Yes, the Fyre Fest guy.
Not bad for a brand that started the morning shadowbanned.
Darren Moran (CCO)
Scott Rench (ACD/AD)
We started by imagining how a confused social media manager might have Tweeted in 2006-2007, when Twitter launched.