ReciTweet first launched in Twitter, launching a promoted account one week prior to launch to build momentum.

Once the campaign launched Hellmann’s promoted tweets, trends, and #PreparaPraMim.

Next, we introduced influencer tweets, with Brazilian celebrities activating the campaign to a broad range of audiences.

Finally, we set up a TVCT strategy on Twitter. People watching and tweeting about a particular TV show received a tweet. The tweet’s content linked to the program and prompted them to check out #PreparaPraMim.

Finally, the campaign took on a life of its own as Brazilians naturally started using #PreparaPraMim for meal time inspiration.

We created the world’s first hashtag that gives you an instant recipe.

At the moment of launch, we beat Twitter benchmarks for promoted trends by 100%.

The Hellmann’s promoted trend had 23 million impressions, and the promoted tweet alongside it had 36 thousand impressions.

The campaign more than doubled the number of Hellmann’s followers on Twitter.

Best of all, just 15 days after the campaign launched with minimal media support we saw over 5450 posts using #PreparaPraMim. The campaign reached over 82,5 thousand interactions on Twitter and had tweets with engagement rate 3 times higher than Brazil’s average.

This number continues to grow every day as it becomes a natural tool for people to use when looking for mealtime inspiration.