Eight Words That Broke Twitter

Sometimes the most effective ideas are the simplest. This piece came from paying attention to culture in real time and finding a way for the brand to show up that felt natural, not forced. The goal was to create something people didn’t just see, but engaged with. A single moment that captured attention, sparked interaction, and reflected how Lyft fits into everyday life. The result was one of the most engaged tweets the brand has ever had, proving that the right idea, at the right time, can outperform a full campaign.

When news broke that Pete Davidson was possibly dating model Emily Ratajkowski, Twitter went into overdrive. Within 30 minutes of seeing "Pete Davidson" trend, we responded with exactly eight words:

What followed became Lyft's most viral organic social post ever — spawning nearly 10,000 memes, earning press in BuzzFeed and Yahoo Life, and taking home Gold at the Shorty Awards.

Case Study Video

All the Buzz

Results

Gold — 15th Annual Shorty Awards, Real Time Response

7.6M Twitter impressions (vs. 9.6K average — 792× above benchmark)

10,000+ memes spawned from the original post

41M total impressions (tweet + memes combined)

3 viral moments in 3 months (Pete Davidson, free therapy, pass the aux)

Press coverage: BuzzFeed · Yahoo Life · Digg · The Tab

Social

My Role:

Creative Director leading Lyft’s organic social at Coolr, overseeing concepts and execution across both real-time and planned content. Oversaw concept development and execution across real-time and planned content, ensuring the work felt culturally relevant and native to the platform. Directed copy and creative approach while guiding the team through trends, content calendars, and day to day production. Worked closely with internal partners to deliver a steady stream of social content, balancing speed, quality, and consistency across everything that went out.