Last minute viral (that broke records)

A quiet night and then a little magic

There I was, off the clock and sipping a cabernet...

when I got a call to jump in. Within the hour, I took control of the brand’s Twitter presence, live-covered a breaking political livestream, and made it trend. For the first time in the brand’s history.

And yes, it was five o'clock where I was.

Come close, here are the details

It was beginning of 2020. A major breaking news story tied to Ukraine and U.S. politics was unfolding on an important livestream.

One of our highest-profile personalities was streaming an exposé video with zero real-time traction.

The company had no social media plan.No strategy. No momentum.

I was asked, last minute, to take over the Twitter account and “do something.”

With pleasure (and wine).

Let the dance begin

I jumped in immediately to cover the livestream in real-time on Twitter.

Here was the plan:

1. Created a threaded format with sharp, urgent copy and high-velocity engagement pacing.

2. Highlighted quotes, screenshots, and key points while the stream was live.

3. Interacted with viewers, retweeted reactions, and kept the algorithm hot.

4. All of this: scripted, deployed, and executed on the fly.

The spectacular results

• The livestream trended nationally on Twitter.

• The video reached its largest audience ever, breaking the brand’s previous engagement records.

• Internally, the event became a benchmark for how to handle high-stakes digital moments with no prep.

Because when something needs to go viral, you don’t need time. You need timing. I didn't have a plan. I had the instinct to find the hook, write the thread, and drive the moment. With a cabernet in hand.