This week, Twitter mourned the death of Cecil the Lion, Kraft Dinner changed its name, and brands celebrated #FriendshipDay.

This week, the death of Cecil the Lion, a world-famous lion living at Hwange National Park in Zimbabwe, shocked the world, and outrage over his killing at the hands of poachers spread throughout Twitter, inspiring 670,000 Tweets in just 24 hours. 

Animal rights groups like PETA and The Humane Society used the death of Cecil to raise awareness of poaching. 

Even celebrities took to Twitter to condemn Walter Palmer, the American dentist accused of killing Cecil.

While Cecil's death began the week on a sad note, iconic Canadian brand Kraft Dinner was able to lighten the mood. Kraft Dinner publicly changed to its nickname, KD, by partnering with music mogul Kardinal Offishall, who also changed his name to KD for 24 hours to support the brand. 

#FriendshipDay finished out the week, and the most successful brands were those that used videos and emojis to tell friendship stories.

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