Users often take to Twitter to vent about their bad days. With 305 million active monthly users, that’s a lot of venting!
In a multi-week social media campaign devised by McKinney, Nationwide used Vine and Twitter to respond to users with certain keywords in their tweets.
Since the insurance company is owned by its policyholders, Nationwide was looking for a way to connect with its audience and demonstrate the fact that they put people before profits. Nationwide combed Twitter for common bad day scenarios, like spilling coffee on yourself or missing the train, and then responded with a personalized animation and a gift card they could redeem to “fix” their situation.