This year, we decided to turn naughty into nice by trolling our trolls in the name of charity. We took the meanest tweets we could find and filmed dozens of response videos. We responded directly to our trolls, and incentivized them to retweet our videos by giving $50 to the Boys & Girls Clubs of America each time they did.

We created dozens of unique videos to respond directly to our trolls. We replied to them on Twitter, and told them that if they retweeted our video, we would donate $50 to the Boys & Girls Clubs of America. Trolls were encouraged to share our jabs back at them on behalf of charity. And they did. To the tune of $82,150.

• Dozens of video assets posted on Twitter

• Raised $82,150 for the Boys & Girls Clubs of America

• 8 million impressions surrounding Trollidays