BILLY’S DONUTS

At OMR Hamburg, Twitter faced the challenge of cutting through the noise generated by giants like Google and Facebook.

We drew inspiration from the viral story of Billy from Texas: a single emotional tweet about his father’s struggling donut shop sparked a global wave of support. With 187k retweets and worldwide media coverage, this case proved the unbeatable power of authentic human connection on the platform.

Our goal was to demonstrate via a brand activation how Twitter thrives and outshines even the biggest competitors. By joining the dots between digital triggers and real-world awareness, we showed that success isn't just about budget, it's about relevance. In a multifaceted media landscape, Twitter enables brands to use speed and emotion to create unparalleled resonance, turning a local story into a global phenomenon.

A pop-up store version of his dad’s store was developed and opened for 2 days. Everyone was able to visit, relax, enjoy a yummy donut, and get to know the story of Billy, and many other stories.

We flew over Billy himself, to share with the rest of the industry his own story, give interviews, take selfies with visitors, etc. The stories shared at 'Billy’s Donuts by Twitter' highlighted how influential the audience at Twitter can be. These stories were told in looped videos on digital screens on the wall of the pop-up store.