The Dictionary That Found Its Voice

Merriam-Webster had a two-hundred-year-old brand, no product news, and nothing to sell on social media. It became one of the most quoted accounts on the internet by publishing something it already had.

Consider the worst possible brief. You represent a dictionary. There is no product launch, no seasonal range, no customer photography, and no plausible reason for anybody to follow you.

What the Merriam-Webster team realised is that they were sitting on a live feed of public anxiety, and had been for years without publishing it.