# Friendship-Focused Social Updates 'Share a Tweet' Campaign Splits 140 Characters Between Friends By Katherinev123 | Published 2012-08-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/share-a-tweet References: [adage](http://adage.com/article/creativity-pick-of-the-day/fashion-campaign-turns-twitter-digital-version-bff-necklace/236652) & [castroinnovation](http://castroinnovation.com/) In celebration of Friend's Day, the Argentina-based agency +Castro launched the 'Share a Tweet' campaign, a promotion in partnership with the fashion retailer Todomoda that comprised a platform enabling the 140 characters on Twitter to be split between two people. The 'Share a Tweet' campaign was developed in part by students at a local advertising school, Escuela Superior de Creativos Publicitarios, and it provided friends with the ability to share tweets about the accessories and fashion items they discovered while shopping at Todomoda. For example, using the special platform, one friend could start the Twitter message and the other one could finish it. The message would only appear on Twitter after both people made their contributions. According to the agency, the campaign was seen by over 2.3 million Twitter users, effectively reaching over 570,000 users. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 44% | Activity: 57% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Friendship-focused Social Updates:** The 'Share a Tweet' campaign provides an opportunity for businesses to develop more social media campaigns focused on friends collaborating and sharing product experiences. - **Collaborative Promotions:** The 'Share a Tweet' campaign demonstrates the effectiveness of collaborative promotions in reaching a larger audience and increasing brand awareness. - **User-generated Brand Content:** The 'Share a Tweet' campaign shows the potential for businesses to harness user-generated content to promote their brand, products and encourage social collaborations among friends. ### Who This Affects Most - **Fashion Retail:** Fashion retailers can use the 'Share a Tweet' campaign model to develop social promotions, targeting engagement and collaboration between friends and increasing brand awareness. - **Advertising and Marketing:** The 'Share a Tweet' campaign is an example of the innovative marketing tools and creative promotions that can be developed by creative advertising agencies. - **Social Media Marketing:** Social media marketing agencies can learn from the 'Share a Tweet' campaign by developing social media campaigns focused on user-generated content and collaboration between friends. ## Related on Trend Hunter - [Friendship-Focused Election Campaigns](https://www.trendhunter.com/trends/the-friendship-bus.md) - [Private Social Media Features](https://www.trendhunter.com/trends/twitter-circle.md) - [Merit-Based Shareable Chocolates](https://www.trendhunter.com/trends/made-to-share-packaging.md) - [Shareable Purchase Features](https://www.trendhunter.com/trends/hollister.md) - [Peer-Powered Gifting Initiatives](https://www.trendhunter.com/trends/peer-powered-gifting.md) - [Best-Friend Social Media Features](https://www.trendhunter.com/trends/noteit-bff.md) - [Vibrant Snowy Holiday Campaigns](https://www.trendhunter.com/trends/share-the-joy.md) - [Airline Partnership Campaigns](https://www.trendhunter.com/trends/meant-to-be-together.md) - [Shareable Value Meals](https://www.trendhunter.com/trends/bestie-bundle.md)