Tim Hortons’ smile cookies have been raising money for local charities for decades. But the program needed new audiences. So we made a mouse-eared cookie and tweeted it to deadmau5, the world-famous Canadian-born DJ who loves Timmies. When he retweeted it, we jumped into action. In 24 hours, a batch of custom cookies were hand delivered straight to his house where the DJ showed them off to his six million followers on a live Twitch stream. Engagement was up 536% year-over-year, and the program raised a record-breaking $7.8 million.
Watch the video below to see how we did it.