Kellogg’s used a fan’s 2016 tweet to promote their new white-chocolate Coco Pops—and it worked.

Kellogg’s used a fan’s 2016 tweet to promote their new white-chocolate Coco Pops—and it worked. To gain attention for the new product, rather than tapping websites, newspapers, or emails, the brand promoted a three-year-old customer tweet requesting the cereal be created. The move generated over 22,000 engagements across social platforms, and prompted conversation around Kellogg’s other products. The campaign relied on Twitter and Instagram (not Facebook) for organic reach, and could be replicated for future releases. (Digiday)