THE CHALLENGE

There is no doubt that the Day of the Dead and Halloween are two of the most anticipated holidays for the young and not-so-young around the world. Especially in Mexico, where for a brief and nostalgic time, the world of the dead and the living come together through a cempasúchil smelling bridge, filled with flowers, color, hypnotizing Catrinas and delicious Pan de muerto. No wonder why this celebration has positioned Mexico as a place full of magic and living traditions.

The Comms and PR teams set out to nourish that conversation on Twitter by alluring the communities that love this fascinating celebration to share their particular vision of it. The challenge was to create a campaign that we could amplify for it to be relevant not just in Mexico but across LATAM, while driving the conversation, highlighting Twitter’s products and increasing awareness of the platform as the place where pop culture and traditions come alive.

THE WORK

Twitter and Dialogue designed the #TweetsDeUltratumba (#TweetsBeyondTheGrave) consumer-oriented comms campaign, a perfect spotlight to increase awareness of Twitter in the local landscape by showing how traditions merge with pop culture on the platform through different #OnlyOnTwitter stories and activities, boosted by influencers, key opinion leaders and media outlets:

‘How-to’ contents, where beauty influencer Ale Ríos (@Soyalerios), shared a step-by-step tutorial of how to create the perfect Catrina makeup from home, while blogger and healthy food specialized chef Vanessa Hernández (@Chokolatpepper) shared her own Pan de Muerto gluten free recipe for us to follow tradition in a healthy way. And what’s a celebration without a little nostalgia? Millennial childhood icon Cositas (@cositas_oficial) joined Twitter to show us how to create a beautiful altar honoring the beloved Cepillín, the singing clown.

Makeup ‘how-to’ content was also localized to How to create the perfect Halloween make up by:

Colombian makeup artist Laura Veloza (@skzrare1D), who shared a comprehensive tutorial on “How to make a wild leopard makeup for Halloween night”.

And Chilean cosplayer Lorena Miki (@LorenaMikii), sharing a complete tutorial on “How to make a Wanda makeup” from WandaVision (Marvel Comics).

Thread of Tweets, a creative storytelling featuring Twitter’s functionalities with multimedia content by Uriel Reyes (@upolch), content creator and podcaster of Relatos de la noche (@RDLNoficial), who took us on a trip throughout Mexico with the most terrifying local stories.

This Scary thread by local authors action was replicated in:

Argentina, by authors Tomás Balmaceda (@CapitanIntriga), Nicolás Teté (@NicoTete) and Milagros García (@GarciaMili) who came together to create a collaborative scary story.

In Colombia, writers Carolina Andújar (@caroandujar), Gabriela Arciniegas (@goremistico) and Juan Jesús Vallejo (@Juanjevallejo) created exclusive stories full of intrigue and horror about mysterious neighbors and magical transformations.

And in Chile, writers Francisco Ortega (@efeortega), Ernesto Garratt (@ernestogarratt) and Montserrat Martorell (@montsemartorell) shared a gloomy story about a girl who decided to check the veracity of an ‘urban legend’.

Spaces Sessions: to spotlight audio content engagement and drive the conversation through horror loving communities in the platform, we produced Spaces sessions with horror specialized and Spotify sensation podcast Leyendas Legendarias (@LeyendasPodcast), setting a new Spaces local benchmark for unique listeners; and a second one with Latin American horror film personalities Issa López (@IssitaLopez), Emilio Portes (@donemilioportes) and Demian Rugna (@demianrugna), engaging with horror films passionate and aspiring filmmakers.

@TwitterMexico and @TwitterLatAm accounts engaged with horror film fans through a bracket to choose the ultimate favorite horror movie, resulting in organic conversations with influencers and media personalities from Mexico, Chile, Colombia and Argentina.

And last, but oh so not least! We launched the most lovable emoji of all times #PanDeMuerto partnering with @TwitterAlas.

THE RESULTS

We joined Día de Muertos/Halloween seasonality by highlighting how pop culture and traditions live together on Twitter. VITs (Very Important Tweeters) connected us with different communities and allowed us to break into lifestyle media outlets such as Cosmopolitan México, Animal Gourmet, TimeOut México, Cromos, and nationwide publications: Latinspots, Los 40 Colombia.

This activation resulted in positive coverage, relevant interactions with VITs and organic calls to action, an overwhelming positive tone of the conversation and Twitter standing out as the place that brought this conversation and communities together.