Taylor Swift’s Eras Tour was more than a concert - it was a global phenomenon. With the tour wrapping in Canada and tickets feeling impossible to get, Tims found a way to bring the magic beyond the stadium. 

With no sponsorship and no budget, Tims launched the first-ver digital friendship bracelet swap. Inspired by the Swiftie tradition at her shows, we reimagined it for social - instead of beads, we used emojis to create playful, shareable bracelets. Each emoji bracelet, digitally strung together, captured the love and connection of Taylor’s fandom and beyond, turning a physical ritual into a universal language of self- expression that could be shared online like never before.

It started with a single social post, crafted to speak directly to the Swiftie community, using curated phrases, Taylor references, and emojis to spark meaningful connections, we created a fan-driven movement that Hit Different.

With zero budget, we created infinite connections. By jumping into the comments, we kept the swaps going, turning engagement into friendships and a simple idea into a growing, inclusive movement. Built for Swifties but open to all, the campaign invited casual fans and newcomers alike to join in – creating a shared experience that brought everyone together.

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