Social media campaign for new craft brand saw over 4.5 million tweets reach 750,000 users in two hours

Interplay’s latest Twitter party beats Justin Bieber and Nicki Minaj in UK trending

Interplay is celebrating a successful reception to its Craft Party, after the brand’s Twitter Party trended in the UK’s top four, beating Justin Bieber and Nicki Minaj.

The social media campaign saw over 4.5 million tweets delivered to over 750,000 unique users in just two hours as #HaveaCraftParty became the fourth hottest topic in the UK.

On July 25th, 15 mummy bloggers hosted their own parties at home, while thousands of followers across the UK were encouraged to discuss the brand during the party.

In addition, saw a two-week takeover for the brand, highlighting the Twitter party with a home page branding and product information, reaching a further 110,000 parents over the two-week period.

Ross Ainsworth, Interplay’s managing director, said: "The Twitter Party was a fantastic way to reach the public with our Craft Party brand and we are delighted with the coverage that our 15 party hosts achieved.

"Craft is such an important part of a child’s development and we are delighted to have received such a great response from mums to our Craft Party kits."

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