This fall, Diet Coke introduced “Retweets of Love,” a campaign championing fans who share their unwavering love for the great taste of Diet Coke on Twitter. But instead of simply clicking a button, we decided to return the love in a major way, by surprising fans with artful retweets of their original tweets in the real world. In the end, we transformed the retweet from a thoughtless online action into an entire integrated platform full of craft at every step.

As part of the larger campaign, we partnered with illustrators and typographers worldwide to create 10 one-of-a-kind posters. Each design transformed our retweet of a fan’s tweet into a customized gift based on the original tweet’s message and person who wrote it. These posters ran on social as retweets to our fans’ feeds, as promoted posts on Diet Coke’s owned media channels, and now hang in living rooms across America.

Tweets were brought to life as retweets across an array of media. From posters, to ice sculptures, to puppy sweaters, to 80-foot drinkable installations—every tweet was retweeted in a unique, clever and well-crafted way. Each retweet was taken from the digital world, recreated in the real world, and then captured by film to be brought back into the digital world as a retweet unlike any other.

“Retweets of Love” was the single most successful social campaign in the brand’s history against our objective of driving brand love.

Seen over 160 million times, influencers and publications from @KatyTiz (115K Followers) and @MichaelAusiello (12MM Followers), to AdWeek and PSFK, all facilitated buzz about the campaign.

The campaign was successful in generating conversation about the brand, maintaining Diet Coke’s conversation volume over Diet Pepsi throughout the campaign. At its peak, it drove the most social conversation about Diet Coke than any other social campaign in the brand’s history, beating out prior campaigns by 10%.

The social campaign generated 99% positive sentiment towards Diet Coke, becoming the most effective campaign in the history of the brand in soliciting love. Fans who saw the executions coveted the items, and recipients of a Retweet of Love flaunted their execution on social, further deepening the bond and love between Loyalists and Diet Coke.