The Twenty mobile app is designed to seamlessly help friends meet up in real life and share experiences. Twenty was formed out of a need for today’s plugged-in generation to spend more time connecting with friends in real life, instead of through a screen. It allows users to inform friends and social circles where they’ll be and when they’ll be there, using different mapping features and a unique communication platform, allowing for both planned and spontaneous real-life experiences. The goal of the “Secure the Bag” campaign was to work with a curated group of influencers to create a highly entertaining 60-second branded film that showcased the product and its functionality. This film was then to be shared on the influencers' Instagram pages to their tens of millions of followers, in order to generate awareness, create an emotional connection to the brand, and encourage the audience to investigate the app further.

Rather than simply show the mobile app in it’s everyday use, we decided to create a 60-second heist film in which our social influencers are cast as a band of bank robbers on the run. With an intricate plan to escape, our influencers use the Twenty app, with its mapping and communication features, to evade the authorities and execute the heist. This heist film was shared on our influencers' Instagram pages to their millions of followers. We also used the heist film to create unique movie posters featuring our six main actors: Nicola Peltz as “The Mastermind”, Christian Combs as “The Flirt”, Kaia Gerber & Presley Gerber as “The Muscle”, Cindy Kimberly as “The Selfie Queen”, and DJ Khaled “The Double Agent.”

With our six principal influencers alone, our branded film could potentially reach up to 28-million followers. In addition to our principal actors, we cast six more influencers as co-stars or supporting roles with a reach of up to 10-million more followers. Between our entire cast, our heist-film had the potential to reach up to 38-million followers worldwide. Awareness, curiosity, and emotional connection were our goals, and we aligned the video launch with the launch of our Public Relations efforts. The video was released during the same period the Twenty app was featured on CNBC, Yahoo Finance, PopSugar, EliteDaily, and Teen Vogue.

"Secure the Bag" was a 60-second film, in the style of a heist movie trailer, designed to lead with emotion and follow with function. Showing the key product benefits of the app was critical, but even more important was entertaining the audience and giving them a reason to feel something, and to want to learn more. Our short film showed the influencers, our characters, using the Twenty app to meet up to transfer the money bag from a bank heist. The product benefits of geolocation and precision were highlighted in a way that showed the audience how accurate and functional the product is for group planning.

We reached over 2-million unique views through our different influencer channels, but scale was not our primary business goal. We needed to create an emotional attachment between our audience and the Twenty brand and product. We needed our audience to feel compelled to learn more, and we needed them to see the unique benefits to our product. The key business indicator of success is retention and frequency of use for those people who do download the app. The video helped drive our retention rate over 35%, above industry average.