When you help a tweet about your chicken nuggets become the most retweeted tweet of all time, what do you do next? The answer for @Wendys: everything. You continue to interact with customers in ways previously unheard of. You put an end to competitive beef with witty tweets. You get in rap battles, you do movie reviews, and you find yourself in a place where no one can talk about social media without mentioning Wendy’s.

We stopped searching for moments and started creating them (and even national holidays) for ourselves. With Wendy’s Twitter, the brand became the influencer with a consistent and continuous brand voice that is often imitated. Growing our reputation and follower count has taken Wendy’s from Old-fashioned right into the hearts of the next generation.

Wendy’s Twitter presence is the result of refining a brand voice over several years, and finding social relevance within it.

Last year we found opportunities and created moments, and even found ourselves brought into moments by others.

Through simple tweets, we created headlines and a reputation for being always on and always ready.

? 46,693,974 new engagements

? 963,921 new followers

? 119,454 tweets sent

? Official victor of Wingstop rap battle (BuzzFeed)

? We Beefin? charted No. 3 on iTunes Hip-Hop/Rap charts

? 9,095 comments on our Twitter Reddit AMA, making it the most commented organic brand AMA in the past year (without getting hated on)

? 27,000 uses of #NationalRoastDay, turning a made-up holiday into a real one

? Our tribute to the remaining frozen beef on McDonald’s menu resulted in 475 million earned media impressions from 139 placements, including USA Today, Fox News and The Associated Press

? The tribute led to an 80 percent increase in searches for Wendy’s Twitter

? The tribute led to a 113 percent (from 1.5 million to 3.2 million) increase in mentions of Wendy’s year over year

? 300 percent increase in brand asset valuator differentiation contributed to a lift in overall brand equity