$AMMi began his Internet reign with a video called “Learn How To Hack in 3 Minutes.” To amplify engagement, we created $AMMi memes, banners, and a Twitter account to playfully taunt people and brag about his hacking exploits. Through a strategic content partnership, $AMMi even broke into collegehumor.com’s homepage and Twitter feed.

A few weeks later, $AMMi came back with another video, this time duping real people into giving up their personal information – in support of Internet safety, no less.

All of $AMMi’s antics led traffic to protectyourselfie.org, where people could learn and share simple online safety tips.

Through humor, entertainment, and simple tips, Protect Your Selfie successfully engaged Millennials in an issue they previously dismissed.

305,000 visitors to campaign site within the launch week.

The number of completed YouTube views exceeded the benchmark by 17%, driving more than 2.4 million completed views.

In under one month, $ammi had over 10,000 Twitter followers.

Twitter engagement rate of 3.6%, including 176,000 link clicks.