Which dictionary brand dramatically increased its social media following and cultural relevance through its witty commentary on current events and slang, beginning around 2013?

In the world of language and linguistics, even traditional reference tools need innovative marketing to stay relevant in the digital age. One famous dictionary brand completely revolutionized its marketing strategy in the 2010s with a campaign that transformed its public perception from stuffy and academic to culturally relevant and even humorous. This product marketing case study demonstrates how even the most traditional products can find new life through creative brand positioning.

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Merriam-Webster
Oxford English Dictionary
Cambridge Dictionary
Collins Dictionary