Kim Kardashian West creates a ton of data – but she also cares about it too. In this mock-PSA, Kim speaks on behalf of T-Mobile’s new Data Stash program and data users everywhere. She implores us to keep the data we pay for to see all the riches the internet has to offer – Important stuff like Kim’s outfits and Kim’s vacations, and of course, this video starring Kim.

We created a conversation release strategy that started a week before the game. Kim announced to her 31.3 million followers she was going to star in a T-Mobile super bowl spot. We followed that up with a microsite where Twitter users could access selfies from Kim’s private stash and then share the experience with their myriad followers. The TV spot was released the week before the big game and went viral to the tune of 16 million views. And post-game, Kim “hijacked” our client’s Twitter feed to keep the conversation about their Data Stash program going strong.

Considering our social influencer had both a specialized online audience and even vaster following offline, the results were hard to ignore. The pre-super bowl Twitter campaign between Kim Kardashian-West and our client’s CEO brought together a combined 32.6 million followers. And the microsite got users to share selfies from Kim’s private stash with their legions of followers. Kim’s posts drove 71% of all on-channel engagements. Total online impressions were 110 billion. In the end we created an online dialogue about our client, the subject of data, and the subject of Kim herself that overall raised awareness about our client’s message.