We launched Twitter Blue with an unexpected, self-aware campaign that owned the chaos and flipped the narrative. Enter: “Get RIPPED Twitter.” A tongue-in-cheek fitness-themed push that introduced premium features like Undo Tweet, Bookmark Folders, and Thread Reader—by showing how they help you Twitter stronger, faster, smarter... and stronger.

We created a bold, creator-driven launch campaign that broke the fourth wall and poked fun at Twitter’s reputation for user uproar—while making a compelling case for why Twitter Blue was worth it. Through strategic creator partnerships, smart storytelling, and a heavy dose of self-aware humor, we turned skeptics into curious scrollers.

• Launch Twitter Blue in a way that felt native, clever, and culturally relevant to core Twitter users
  

• Acknowledge the backlash with humor and honesty while highlighting real feature value
  

• Drive awareness and early interest in Twitter’s first premium subscription

• Creator-Driven Video Content
  We partnered with a lineup of Twitter-savvy creators with cult followings among our target audience: Meg Stalter, Dana Donnelly, Prance, and Bomanizer. Each one brought their unique voice and chaotic brilliance to the campaign, embodying how Twitter Blue can upgrade your online presence—without losing your edge. The content was weird, fun, self-referential, and very Twitter.

• Tone & Messaging
  The creative leaned into parody and gym-adjacent language to turn "Twitter Blue" into a glow-up moment. It wasn’t just about new tools—it was about getting ripped (digitally, of course). We embraced the eye-rolls, owned the drama, and spoke to our audience on their level—with a wink.

• Cross-Functional Collaboration
  This campaign came to life through tight coordination with Product and Consumer Product Marketing, aligning product priorities with brand voice and audience expectation. Messaging was strategically crafted to both highlight the features and preempt the inevitable backlash—with humor as our shield.