Challenge: Our client was launching a new product. There was just one problem: the brand didn’t have a social channel on which to share the news.

Insight: When you haven’t a social media for 10 years, you’ve got some making up to do.

Solution: How do you respond to being 10 years too late to Twitter? Well, first of all, you’ve got some community management to catch up on. So that’s where we started… by responding to thousands of missed mentions on the platform – going all the way back to 2013. The second? We’ve got 10 years of missed trends – what the hell is ASMR, anyway – to jump on, so we decided to try out a few along the way.

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