Facebook today is much more than a social network. Rather, it's the world’s most popular source of entertainment and inspirational content. As CEO Mark Zuckerberg recently said, "We want more than a single feed of content. We want to give everyone in the world the best newspaper we can. It should have high-quality public content and socially relevant content, and it should drill into any topic."

However, Facebook is a notoriously regulated platform, making it very difficult to work with branded content. As expressed in Facebook's own policy, “Ads linking to Facebook branded content (including Pages, groups, events or Connect sites) may make limited reference to "Facebook" in ad text for the purpose of clarifying the destination of the ad. All other ads and landing pages may not use our copyrights or trademarks (including Facebook, the Facebook and F Logos, FB, Face, Poke, Book and Wall) or any confusingly similar marks, except as expressly permitted by our Brand Usage Guidelines or with our prior written permission. Thus, before launching the campaign we made sure we got written permission to implement the idea from Facebook. The application was live for 12 hours, before being shut down by Facebook.

No money was spent on bought media. The campaign was totally user driven and all media exposure was earned and generated by PR activities.

1. The campaign gave thousands of people a first hand experience of what it feels like to be bullied. The importance of this can't be underrated.

2. It put online bullying and bullying in general on the Swedish agenda.

3. It provoked action from Facebook. A small budget digital campaign for small Swedish anti-bullying organization Friends rocked the giant social media corporation.

4. During its short period online, only 10 hours, more than 10,000 people tried the application. Friends registered the most amount of Facebook Likes ever. Moreover, thousands and thousands of share posts, likes and tweets were sent.