Twitter's Conversation Settings: Memorable Meme Boosts Engagement
Twitter's new Conversation Settings aimed to reduce distractions, but the brand needed a compelling narrative to stand out. Ogilvy leveraged Robert Kelly’s iconic ‘BBC Dad’ meme, which had become a cultural phenomenon, to demonstrate the power of viral content. By integrating the meme into the feature, Twitter not only captured attention but also fostered a sense of community and authenticity. The campaign highlighted how a well-timed, relatable story can drive user engagement and trust. The result was a significant increase in user interaction and positive sentiment around the feature.
View the full case on the agency site
Original write-up, full visuals, full context.
Published around:
January 26, 2022
?
Added to Agency Inside:
March 26, 2026
