The challenge: XP's Twitter profile was one of our main detractor channels. We found out the reason: we were not delivering content related to the channel and using the platform only to react to complaints.
The solution: we started using Twitter to talk to our audience, ask questions, post polls, delivering information in different formats.
The results: we started from a main negative sentiment scenario to achieve a main positive sentiment instead.
My role: research, benchmarking, strategic planning, and copywriting.
See below some of the contents
