Unexpected Companies Winning at Twitter: 10 Clever Content Lessons from Surprising Brands
When you think of must-follow brands on Twitter, a few usual suspects likely come to mind – snarky fast food joints, quippy media companies, trendy startups. But some of the most engaging, entertaining, and effective tweets are coming from far more unexpected corners of the Twittersphere.
From canned fish to construction equipment, we found 10 surprising brands absolutely killing it on Twitter. Here‘s how these unsung social media heroes are building standout Twitter presences in seemingly "boring" industries – and what any brand can learn from their success.
How WeatherTech Won the Super Bowl (On Twitter)
WeatherTech makes automotive accessories – floor mats, mud flaps, cargo liners. Not exactly the stuff of social media dreams.
But they won the internet during the most tweet-worthy event of the year: the Super Bowl. WeatherTech aired a 30-second regional Super Bowl spot focused on their made-in-America manufacturing.
Minutes after the ad aired, they tweeted:
"Did you like our #SuperBowl commercial? For every RT this gets, we‘ll donate $1 to #AnimalRescue efforts! #WeatherTech"
The tweet took off, racking up over 115,000 retweets. WeatherTech donated $115,000 to the Humane Society.
Why was this simple tweet so effective? A few reasons:
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Timeliness. They capitalized on existing buzz around their ad.
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Low-friction CTA. Retweeting is an easy ask.
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Alignment with values. Animal rescue resonates with many.
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Brand authenticity. Reflected their philanthropic brand ethos.
The keys: seizing the moment, giving people a reason to engage, and staying true to your brand.
Garbage Goes Glam: Sanitation Dept‘s Trash Talk
The NYC Department of Sanitation has a dirty job. But their Twitter presence is spotless.
With bold visuals and cheeky copy, the Sanitation Dept‘s tweets make garbage…well…less garbage-y. A few tactics:
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Eye-catching graphics. Bright colors and clean design make trash topics more engaging.
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Jumping on trends. They photoshopped a garbage truck into a Pokemon Go screenshot.
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Helpful customer service. Responding to questions and complaints with charm.
The result? The account has amassed over 35,000 followers – not bad for a literal trash-talker. The lesson: even the grittiest topics can shine with strong visuals and timely trend-jacking.
How a 200-Year-Old Dictionary Claps Back
You might not expect much personality from Merriam-Webster‘s Twitter account. But you‘d be wrong.
The dictionary is surprisingly savage on social, poking fun at misspellings, grammar police, and odd language quirks. A sampling of their snark:
"Yep, ‘irregardless‘ is a word. Nope, that doesn‘t mean you should use it."
"Yes, ‘moist‘ is an icky-sounding word. No, we won‘t ban it. Yes, the GIFs on this thread are hilarious."
By roasting nitpickers and language pedants, Merriam-Webster has built a witty, feisty, dare we say…cool online persona. And people are here for it – their Twitter following has exploded 220% since leaning into the snark.
The dictionary also serves up educational content, like Word of the Day, to balance the burns. The one-two punch of humor and smarts = Twitter gold.
Charmin‘s On a Roll With Bathroom Humor
Toilet paper isn‘t an easy product to market on social. But Charmin has embraced the awkwardness with a Twitter presence that‘s as cheeky as it is charmin‘.
The key to Charmin‘s success: leaning into toilet humor with puns, innuendos, and borderline TMI tweets:
"Taco Tuesday got you like [Charmin bear on the toilet looking distressed]"
"You‘ve been using ‘winter dump‘ all wrong. It‘s the pile of TP you stock up on for blizzard season!"
Charmin even turned bathroom tweeting into a UGC campaign with the #TweetFromTheSeat hashtag. It generated over 4,000 fan tweets in the first 3 months and countless 💩 emojis.
By embracing the ick factor, Charmin has rolled up 80,000 followers and sky-high engagement rates. When you‘re dealt an awkward hand, play it proudly.
The Surreal Appeal of Denny‘s Absurdism
What do pirates, pancakes, and existential dread have in common? They all come together in the bizarre fever dream that is Denny‘s Twitter.
The diner chain has built a truly baffling Twitter presence completely disconnected from their actual offerings. It‘s all surreal memes, nihilist musings, and non-sequitur shitposts:
"is there anything more beautiful than a stack of pancakes drowning in syrup wow im crying"
"if you‘re afraid of the dark just remember that darkness is a social construct and can‘t hurt you, but clowns can"
This anti-humor, post-comedy approach makes zero sense for a family restaurant. And that‘s exactly why it works. Denny‘s total commitment to the bit has earned them over 500,000 followers and frequent viral moments.
By subverting expectations with surreal, self-deprecating Gen Z humor, Denny‘s has cooked up a winning recipe for Twitter. Hold the mayo.
John Deere Cultivates Twitter Community
Farm equipment may seem a world away from tweet-worthy content. But John Deere has grown a vibrant Twitter presence by celebrating their passionate community.
User-generated content takes center stage on John Deere‘s feed. Fans use the #DeereSighting hashtag to share photos of the iconic green and yellow machines out in the wild. John Deere amplifies the best submissions:
"Spotted: A #DeereSighting in its natural habitat. Great shot, @FarmerJoe!"
This hashtag has been used in over 20,000 Twitter posts – an impressive crop of earned media.
John Deere also uses Twitter to embrace their heritage while showcasing innovation, from black-and-white vintage machine photos to previews of cutting-edge autonomous tractors.
By turning the spotlight on their fanbase and fusing their legacy with modernity, John Deere has harvested a devoted following of over 200,000. Even 185-year-old brands can cultivate Twitter communities.
Sticking With It: Scotch Tape‘s DIY Content
It‘s just tape. How much can you really say about it on Twitter?
A lot, actually, if you‘re Scotch™ Brand. They‘ve built a crafty, colorful Twitter presence showcasing the creativity their simple product can inspire.
Scotch‘s Twitter feed is brimming with DIY ideas, from personalized gift wrap to home organizing hacks – all brought to life with bright, cheery visuals perfectly aligned with the brand‘s palette.
They make the most of seasonal moments with timely how-tos: whimsical ways to wrap holiday presents, cute Scotch Tape Easter egg designs, fun Scotch-based back-to-school supplies.
Scotch also partners with other crafty brands and influencers on Twitter to reach new audiences. The cross-promotion amplifies the creative possibilities of their products.
By positioning tape as a tool for imagination, Scotch has built an engaged audience of over 70,000 crafters, decorators, and organizers. Even the humblest product can inspire.
Poo-Pourri Makes Luxury #2
Selling a pre-poop toilet spray is a tough brief. But by embracing the stink with sassy, unapologetic potty humor, Poo-Pourri has made numero dos a #1 hit on Twitter.
Their Twitter feed is flush with giggle-worthy turd puns and cheeky bathroom references that somehow manage a luxury top note:
"Poo-Pourri: spritz the bowl before you go and no one else will ever know 💩💨"
"Real queens fix their thrones before taking their royal 💩"
This lavatorial levity helped propel Poo-Pourri‘s "Girls Don‘t Poop" video to viral fame – 43 million views and a serious case of the giggles.
They also earn loyalty by getting personal with fans, responding one-on-one to practically every poop joke lobbed their way.
By saying eff-you to taboos with wit and confidence, Poo-Pourri has built a Twitter presence that‘s far from stale. 150,000 followers agree – potty mouths FTW.
Niagara Conservation Makes Water Waste Wow
Most people don‘t want to get lectured about washing their hands efficiently. Yet Niagara Conservation has made water-saving content Twitter goals.
How? By packaging practical tips in meme-friendly, edutaining ways. Niagara meets folks where they are (on Twitter looking for lolz) and sneaks in some sustainability while they‘re there:
"Using our water-efficient faucet vs regular one is like going from Niagara Falls flow to gentle summer trickle. #ThrowbackThursday"
"If you‘re taking a bath you might as well swim in your own filth. 🏊💩 Choose showers. #ShowerThought"
These H20 real-talk hot takes helped Niagara‘s signature "Stealth" toilet go viral. But they also partner with eco-influencers to spread the gospel of low-flow with credibility.
The result: Niagara has built a Twitter community of 12,000 and growing, all learning to love water efficiency one 😂 at a time. Even the driest topics can make a splash on Twitter.
Lessons From the Best "Worst" Brands on Twitter
These 10 underdog brands prove that Twitter stardom isn‘t just for Red Bulls and Wendys of the world. Any company in any industry can crush Twitter with the right mix of timeliness, authenticity, and creativity:
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Find your angle. How can your humdrum product inspire, educate, or entertain? What‘s your unique Twitter POV?
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Subvert expectations. Use humor, humanity, and culture to transcend the boring-on-paper aspects of your industry.
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Tap into trends. Timely tie-ins boost relevance. Just avoid cringe forced memes.
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Show, don‘t tell. Visuals, videos, and gifs enliven even the most eye-glazing topics.
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Rally your tribe. Spotlight fans, partners, and influencers to spark conversation and expand reach.
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Personify your brand. Twitter is where corporate veneers crack to reveal authentic personality. Embrace it.
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Edutain and inspire. Be useful with how-tos, hacks, and tips. Just add a dash of fun.
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Get cheeky. A little well-placed sass cuts through the noise.
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Celebrate your heritage. Legacy doesn‘t have to mean outdated. Fuse nostalgia with innovation.
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Test and learn. See what content moves the needle and optimize from there.
Happy tweeting. And if you need me, I‘ll be practicing my poop puns and low-flow faucet memes.