Assembling manuals in 140 characters

How do you communicate you sell easy to assembly furniture in a cool way? If you are not Ikea, the task doesn’t seem to be easy. But DDB Brazil cracked it for Tok&Stok with a super nice Twitter-based campaign. The assembling manuals were reduced to a maximum of 140 characters and posted as tweets.

They even managed to make assembly diagrams downloadable from the tweets…

I love the idea, but to be honest I was very disappointed to see the Tok&Stok Twitter account that posted the manuals only has 135 followers. Totally understand you use assembling manuals one shot, and you don’t need to follow a feed everyday, but 135 followers is really nothing.