Kim’s DataStash was launched via a branded microsite that was driven to by T-Mobile's and Kim Kardashian’s social channels. Users were asked to log in with their Twitter account, triggering the generation of a dynamic video featuring Kim Kardashian sending the user a Tweet with their actual handle shown on-screen.

Once Kim hit send, the user would then receive the Tweet shown in the video in real-time, complete with a never-before-seen selfie from Kim’s private stash. Users were then encouraged to retweet and share the experience with their social following.

Kim’s DataStash generated over 100 million impressions and 43 million total engagements on campaign-related content. There were 11.1 thousand mentions of #KimsDataStash on Twitter, generating an 11.2% engagement rate on content.

KimsDataStash.com received 2 million page views with over 100 thousand people making their own dynamic video. In total, 62 thousand personalized Tweets were sent to users.