Twitter: Feminine Arabic

Twitter ran a technology-led engagement campaign in the Middle East and North Africa (MENA) region to position itself as a force for positive social change.

Campaign details

Brand: TwitterBrand owner: TwitterEntrant company: VMLY&R Commerce MENA - United Arab EmiratesIdea creation: Hill & Knowlton StrategiesMarket: Middle East & North AfricaSector: Media & publishingMedia channels: Public relations, Word of mouth, Influencers, KOLs, Online videoBudget: Up to 500k

Executive summary

Twitter was seeking to grow its popularity and relevance in MENA, and to improve its relationship with key brand partners. To do so, it needed to find new ways to provide meaningful contributions to local culture and create positive change.

Twitter found...

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