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I created, defined the tone of voice, targeted a specific age demographic, launched tweets that reflected the strategy and eventually used the account to sell out the Mr. Men's stock of new mugs (for a campaign that was targeted at the age group I had attracted to the account). In 4-5 months 16000 Twitter users followed the account, and the tweets received plenty of compliments from the general public about tone of voice and approach. The famous blue tick was awarded to the account within a record timeframe.
The Mr. Men Facebook account is directed at Mums and children, so the Twitter approach was to aim at the older demographic: If Facebook was for the Mums, Twitter was for the drunks.
The introduction from the October report
All stats are up. More tweets, more impressions, more followers, more likes and more RTs than in the previous months. Over 10,000 people visited the Mr. Men Twitter page in October. After a few emails and phone calls, the Mr. Men are now a verified account. In three months, this is great news. The UK Mr. Men and Little Miss account is now the official account in the world. This will mean more followers, which means more buyers. One tweet this month was picked up by Buzzfeed, and sparked an article on the Buzzfeed website. 2 hours after the tweet, and the Mr. Men were on the frontpage of buzzfeed – a website with over 200 million viewers.