| Title | #TWITTER10K |
| Brand | LE ROBERT |
| Product/Service | DICTIONARY |
| Category |
E04. Response / Real-Time Activity |
|
Entrant
|
BABEL STRATEGIE ET COMMUNICATION Paris, FRANCE
|
|
Idea Creation
|
BABEL STRATEGIE ET COMMUNICATION Paris, FRANCE
|
Credits
| Paul Wauters |
Babel Stratégie et Communication |
Creative Director |
| Jérémy Souède |
Babel Stratégie et Communication |
Copywriter |
| Etienne Danet |
Babel Stratégie et Communication |
Copywriter |
The Campaign
France's iconic dictionary saw this new space as a tremendous opportunity to polish up everyone's French, and got to work. It started tweeting vocabulary suggestions to twitter users, journalists and bloggers, and gradually took over the #Twitter10K hashtag. Le Robert tweeted long and eloquent definitions for every lol, wtf, yolo on the net,
Creative Execution
The whole operation happened on Twitter and last for 3 days. After the first day, it went to the number 1 spot in the Trendmap of France, twitter users asked for more. Everyone asking for a long definition got a reply. It’s was a real-time exchange. Journalists took notice and Robert ended up in magazines, on TV and on the radio. Off the bookshelf, into the spotlight, by simply being what it is: a lover of language.
Hour by hour, le Robert took over the conversation, engagement climbed from 0.5 to 3.1 in one day. The operation got attention from the general press, radio and television stations. Results? Close to one million impressions with no media buying, 62 000 views, and twice the number of followers…in only 3 days.
Le Robert has challenged the entire twittosphere, both twittos having reacted to the announcement of the 10 000 characters, and journalists, celebrities but also several accounts of brand. The dictionary created customized tweets based on the reaction of twitter users', or just their personalities, their activities or backgrounds.