Being able to edit tweets is a feature that many users have been requesting for many years but without much success. Twitter’s community desire to have an edit button became so strong throughout the years that both Jack Dorsey, Elon Musk, and other VITs (Very Important Tweeters) also ended up joking about it on their own handles.

In 2022 things changed. Product Marketing decided it was finally time to give the people what they wanted. Sort of.

The new Edit Tweet feauture was going to be released through Twitter Blue Labs, the paid subscription service of the app reserved for content creators and heavy tweeters wanting to unlock the platform’s most advanced features and benefits to more easily create content and better reach their audiences.

To support this product feature release, we created a playful campaign that we kicked off with a live action video shot in LA, showing how editing tweets can now save people from those small misunderstandings that can lead to viral disasters.