The short film tells an unexpected and touching true story of a man from New Jersey who was always mistaken for STC because of his Twitter handle. We created a near 5-minute edit that takes the viewers on a journey of ups and downs in Chris’s real life, keeping the viewer entertained till the last second. The content featured the real man himself, as well as engaging stories that invited viewers into his personal life. We dove deep into his character and featured the real people around him, who gave testimonies about the change they saw in Chris over 11
Background
For 11 years, many Saudis have confused STC’s Twitter account with the Twitter account of Chris Rowland, an American who lives in New Jersey and joined under the handle @STC after his college nickname St. Chris. Over the years, he gained thousands of Saudi followers by mistake.
In 2019, STC finally got the @STC Twitter handle from Chris and the objective was to communicate to its followers that @STC is now officially STC group’s handle and not Chris’s handle.
Describe the creative idea
Using a docutainment approach, we decided to announce the transfer of the Twitter handle through a compelling short film. With real in-depth testimonials from people around him, we told Chris’s side of the story and created a film that is accessible and shareable by Saudi viewers.
The real-life story starts from the moment it all began, and how Chris immersed himself in Saudi culture, and ultimately let it affect his whole life. As the film reaches its climax, we reveal the reason behind his decision to let go of the handle.
Describe the strategy
Instead of going with a traditional campaign announcing that the @STC Twitter handle is now owned by STC, we did the exact opposite. For news to spread, sometimes all you need is compelling content that will automatically make your message go viral. Our entertaining film will be mainly released on Twitter and YouTube, knowing that Saudis are among the top active Twitter users and YouTube content viewers in the world. By pushing our film on these two channels, we are reaching our target audience who loves entertaining content and passes it on to their friends.
Describe the execution
Since we’re telling the true story of Chris and his journey with the @STC handle, we brought the film to life with actual characters in Chris’s life: his friends, his family, his charismatic mother, and anyone who witnessed his journey was featured in the film. Through one-on-one interviews, we gave our docutainment film the authenticity and credibility it needs to move viewers through a compelling story.
The film will be released on February 29, 2020 and will be mainly heavily promoted on Twitter and YouTube. It will also be promoted on STC’s different social media accounts like Instagram, Facebook, and Snapchat.
The real-life story won’t stop at the film. Chris will get the chance to tell his side of the story by being a guest on popular talk shows on Saudi channels, bringing his experience to every home.
Describe the outcome
The campaign will be launched at the end of February. Live results are provided on www.stchandlefilm.com