The Campaign

Social media channels were the ideal place to bring the celebration to life in a bold, exciting and fun way. For this, I ideated a seven day social media blackout with teaser images across Facebook, LinkedIn and Twitter, and in all the GEOs we had online presence (Spain, France, Germany and all English speaking countries). The teaser animations were a series of posts with clues related to US culture, text only posts with the official launch date and questions for the community to keep the conversation alive. In addition, all cover images of the social media channels were changed to a red banner with the date of the launch too. The frequency was one post per day and no other social activities were run during the seven days of the campaign. We would break the news with another series of posts including a blog post about the launch and e-guides, among other content.