Combining Samsung Galaxy Note 4 writing and drawing features with social media, we asked everyone to #startwritingagain (#vuelveaescribir).

The campaign was born in Twitter, but touched every single media: from online banner campaigns, print and TV to top audience live events. We handwrote all our posts for a week creating original responses like recipes, love declarations and all real-time personalized messages featuring genuine value to Millenials social media messaging.

We also included handwritten and drawn messages highlighting the key feature of the Galaxy Note 4, which we targeted at those consumers who had interacted with our previous campaign tweets.

When users started sending their own messages, the campaign went truly viral and our #vuelveaescribir campaign got the highest engagement rate ever seen on Twitter Spain with a 16% total rate and achieving a record-breaking 29% with the top performing content. More than 31.000 consumer messages using our hashtag turned #vuelveaescribir into an organic trend twice during the campaign.

As a result, sales increased a 42% vs. previous model and the campaign became one of Twitter world’s best brand case studies and demonstrated the power of the new Samsung and handwriting in a world where communication never felt so good.