When HBO Max announced their newest anti-hero series, Peacemaker, DC fans on Twitter immediately gravitated to his entertainingly-reckless penchant for peace (best embodied in his personal motto: “I cherish peace with all my heart. I don't care how many men, women, and children I need to kill to get it.”) With the show’s premiere quickly approaching, our mission was to officially bring The Peacemaker to Twitter in spectacular fashion.
Our approach started with a simple question… how would Peacemaker, a hero so dead-set on achieving peace, infiltrate a platform that's historically struggled to stay peaceful? For a man of his qualifications, the only acceptable answer was to go straight to f*cking source–@TwitterSafety.
Like Peacemaker, the Safety Team at Twitter (@TwitterSafety) works tirelessly to ensure that the platform is a safe place where people can express themselves freely and connect with one another. The team is consistently releasing tools and features that help make Twitter safer and more peaceful.
With this in mind, our strategy was to follow the Suicide Squad playbook and bring together two unlikely forces, @TwitterSafety and @DCPeacemaker, to create one super-team united in their common goal for peace!
To bring the partnership to life, we developed a custom content series featuring Peacemaker pitching his own ideas directly to the Twitter Safety team. Features like “a simp mode to remove unwanted simps,” and a way to remove followers who “Tweet unpeaceful bullsh*t,” were just a few of his thoughts on how to help create a more peaceful environment.
While a bit vulgar and crudely on-brand for Peacemaker, all of his ideas coincidentally had close parallels to the newer features that Twitter Safety has released, ultimately helping to increase awareness about these new tools in a way that got people talking and brought them deeper into the world of the new HBO Max series.
Creatively, this custom partnership was a one of a kind. Brands have partnered with other Twitter social accounts before (such as Twitter Movies, TV, and Sports) but the Peacemaker x Twitter Safety partnership was only possible thanks to a perfect storyline, fan-centric creative, and the talented combo of Peacemaker and John Cena.
Three videos and one Twitter Thread shared exclusively via @TwitterSafety is all it took for this campaign to garner 4.97M Impressions, and exceed a previous video benchmark for completion rate by over 5%