Finding the formula to kickstart a global vision board session may seem out of reach, but Twitter got it right with its ‘Tweet it into existence’ brand campaign.

The campaign features 12 celebrities across 7 cities, with their manifestations mounted on over 40 billboards. Chief Marketing Officer at Twitter, Leslie Berland, shared how the inspiration was inspired by Film Director, Matthew Cherry. 

Cherry manifested an Oscar win back in 2012, which came to fruition in 2019 when he took home the award for Best Animated Short Film for Hair Love. 

Some of the celebrities featured included Actress, Producer and Writer, Issa Rae,  who tweeted in 2010 her hopes to “be a more successful version of me”.

Issa eventually created and starred in the HBO TV series, Insecure.

Others included Rapper, Megan Thee Stallion; Singer, Demi Lovato and Athlete, Patrick Mahomes II. 

Twitter’s Head of Social Marketing & Activation, Bianca Posterli, tweeted a thread (breakdown) of how the campaign came to life. She shared how the platform generated over 59 million tweets about manifestation over the past three years.

Twitter also donated $1 million dollars to the celebrities’ charity of choice, as a means of supercharging dreams coming true for others.

Several Twitter users also used the opportunity to tweet their dreams into existence, which also caught the eye of Twitter’s CEO, Parag Agrawal.

Check out these other tweets.