By implementing an influencer strategy, we acted as a patron instead of a sponsor to social media stars who are having an impact just for being themselves. We collaborated with unique talent Rob Cantor (known for Shia Labeouf Live) to write an anthem and highlight the people who make the internet interesting and fun.

The campaign launched April 12th at 9am PST. Rob Cantor shared the video on his Youtube channel, as well as natively on Facebook. The campaign website www.1in7Billion.com went live and Mashable picked up the launch as an exclusive. With those 4 activities, plus 5 of the 40 influencers sharing the video throughout the next few days - the campaign grew from zero views to more than 300K views and had over 11K people engage with the campaign by sharing what makes them unique, sharing the video, or discussing the video and the video across social channels in less than 5 days.

We are at the start of this program and the results are strong and growing daily. The positive sentiment and love for the campaign has been the real standout with greater than 90% positive comments. The public appreciates the positive message - You are unique and there is no one else like you in the world, the fact that artists were allowed to express themselves in their own voice, and the quirky engaging approach. Comments have focused in on how enjoyable this piece is, and the wish that all advertisements were like it: “I wanna be mad because it’s an ad, but it’s just so damn good.” “If all ads were this great, I wouldn’t use ad block.” At 1 week, the views are over 350K, ~5M impressions, and 19K comments, shares & likes.