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#AllTreesAreBeautiful / Reese's

Submitted By Arnold Worldwide

Description

This holiday, Twitter users noticed something was… off with their Reese’s Trees. They looked like turds. And after being reported on as “real news”, the Trees became a controversy.

Reese’s wasn’t going to take that sh*t.

#AllTreesAreBeautiful spun the conversation, introducing a new injustice: tree shaming. Consumers and celebrities alike loved the response. And media that cried, “Scandal!” championed the campaign’s positivity and wit. Strategic social posts followed, channeling good vibes and pop culture.

#AllTreesAreBeautiful generated 260,000 social mentions, an 82% increase of brand mentions and 1 billion earned impressions. In doing so, it showed the world how you turn haters into followers. Beautifully.

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