Twix “Unfinished Business”
A new social media trend, getting young adults to pretend that not finishing the second Twix will cause chaos.
Research dove heavily into meme culture, ironic marketing and how trends are started/accelerated.
Timeline
The campaign would be built through 3 stages. Twix would have to generate all of the content at the beginning, but as time goes on organic content would become the driving force.
Stage 1 - Mystery
The challenge for the beginning of this trend is to spark curiosity through the unconventional messaging, but also introduce the trend so that young people understand the concept.
My solution was to use different touchpoints and messages so that the viewer would form an understanding over time, whilst still being intrigued by the individual adverts.
Stage 2 - Trending
After the launch, the content will start being generated by the target audience. We want 18-30 year olds to adopt the ironic myth of the unfinished Twix into their online activity.
Usually this strategy carries the risk of the trend deviating from the intended message from the brand, however since the message is ironic and the goal is chaos, the more out there and unique the medium, the better for Twix.
Stage 3 - Famous
The goal of the campaign is to make Twix famous. After the media investment and the cultural relevance, the hope is that mainstream personalities and corporations will start to discuss the idea or take part in the trend.
Once achieved, Twix will be the most talked about chocolate brand worldwide, with a massive amount of content and publicity that far exceeds the initial media spend.