To activate the campaign, we decided to run a social ad that's pretty much a 1-to-1 version of the video that went viral, just with our own payoff on it. Next, we sent them a new tripod and made a small social media story about it to activate the campaign natively. After that, without any prompting from us, the club actually made their own video replying to the whole campaign to say thank you for the new tripod.