Twitter is one of the most used social networks worldwide. With billions of tweets being generated everyday, Spontex, a French homecare brand found it to be a mess.
To fight dirt online and at the same time have the cleanest Twitter account in the world, they created @SpontexFrance and started tweeting in white. This not only gave their Twitter timeline a spotless look, it got people talking about their unique Twitter account.
At first glance, the tweets from the account seemed to be blank. Clicking the tweets unlocked the secret messaging behind them. In some cases the first person to favourite the tweet won free products from Spontex.
Why “tweeting in white” is a smart brand mechanic
The idea is simple but loaded with meaning. White space signals cleanliness. The feed looks calm and “spotless” compared to the usual noisy timeline. The second step. Clicking to reveal the message, turns curiosity into engagement without needing shock tactics.
What to borrow for social ideas
- Make the format the message. The visual cleanliness is the product proof.
- Add a lightweight unlock. One click turns passive scrolling into active participation.
- Reward fast interaction. “First to favourite” makes the feed feel live and worth checking.
A few fast answers before you act
What did Spontex do on Twitter?
They created @SpontexFrance and tweeted in white so the timeline looked “clean” and the messages appeared blank until opened.
Why did the tweets look blank?
Because the text was designed to blend into the background. Clicking the tweet revealed the hidden message.
How did the campaign drive engagement?
People had to click to unlock the message, and in some cases the first person to favourite a tweet won free products.
What is the core takeaway?
Use a platform-native behaviour (scrolling and clicking) and a simple visual twist to make participation feel like discovery, not advertising.