Fair Tweets was a web and mobile based application that allows you to Tweet just like you normally would, but your leftover Twitter characters get turned into a message promoting World Fair Trade day. For 2 weeks leading up to the big day people were encouraged to Tweet using the Fair Tweets website, mobile website, or browser plug in. When they did their leftover Twitter characters were automatically converted into a message promoting Fair Trade with a link to learn more about the Fair Trade movement. The campaign was launched on Twitter and supported only with social media, including outreach to influential Tweeters and Bloggers.

In the two weeks leading up to World Fair Trade day tens of thousands of people participated and we reached millions on Twitter. Bloggers picked up the story and the resulting PR coverage generated over 50M impressions all of which connected Ben & Jerry’s brand with our Fair Trade message. All of this was accomplished using unpaid social media. Fair Tweets exceeded all of the campaign goals that were set out for it.