Case Study: NFWI boosts social reach and homepage visits with Umpf’s tWItterstitch social media campaign

NFWI reaches 7.7m users with Umpf's tWItterstitch campaign

The National Federation of Women’s Institutes (NFWI) faced the challenge of celebrating its centenary in a way that was both modern and true to its heritage. To achieve this, NFWI engaged the PR and social media agency Umpf to develop an innovative social media campaign.

Umpf devised the "tWItterstitch" campaign, which used custom software to turn tweets with a campaign hashtag into templates that were then physically stitched by volunteers. This unique activation generated significant media attention and social buzz. The campaign reached 7.7 million unique users on social media and drove a 430% increase in visits to the NFWI homepage, winning Umpf the PR Moment 'Social Media Campaign of the Year' award.

NFWI