Hasta La Creative!

Credit: Illustration by Tam Nguyen/ Ad Age

Earlier this year, a brand started seeing unusual levels of engagement on Twitter. The account was generating more followers and more retweets. This would have been a welcome development — if only it weren’t mostly bots and fake accounts prompting the sudden popularity.

“We thought we were on to something. Like maybe we hit the sweet spot,” said an agency exec, who worked on the account and spoke on condition of anonymity. “This brand that organically wasn’t doing well, all of a sudden starts promoting content, and we noticed it was getting a ton of engagement.”

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