To support the launch, we created a campaign that was as self-aware and funny as the internet itself. It kicked off with a live-action video that brought a painfully relatable typo to life—because who among us hasn’t tweeted in a rush and instantly regretted it?

The campaign leaned into subtle humor, meme aesthetics, and authentic casting to connect with Twitter power users while introducing a key Twitter Blue benefit.

• Launch Edit Tweet in a way that honors the community’s longstanding desire

• Show off how the feature works—simply, clearly, and without over-explaining

• Drive awareness of Twitter Blue by positioning Edit Tweet as a valuable exclusive

• Keep the tone human, funny, and authentically Twitter

• Hero Video*
  We led with a live-action spot centered around a tweet typo that haunts its author IRL. The spot featured naturalistic, real-feeling characters and leaned on a raw, meme-inspired tone that balanced awkwardness with humor. Shot in a single day in LA, the video captured the kind of digital cringe moment Twitter is famous for—and showed how Edit Tweet could save the day.

• Twitter-First Rollout*
  The campaign was launched natively on Twitter, starting with the main @Twitter handle and strategically using high-engagement accounts to amplify the moment. We seeded playful “this tweet was edited” posts ahead of the reveal to stoke curiosity and drive organic buzz.

• Product Messaging + Visuals*
  Alongside the launch content, we crafted clear in-app messaging and supporting visual assets to explain the Edit Tweet feature—how it works, what the limitations are (time windows, edit history), and why it’s exclusive to Twitter Blue.
  
  
  **The assets were made and the acquisition happened and twitter died. Above was the original plan of attack before Elon took over.