Ben Stiller directs and stars in The Secret Life of Walter Mitty, a movie produced by 20th Century Fox that inspires everyone who is decided to make their dreams come true.

With a budget of only $25,000, we had to promote the movie worldwide and, also, transmit the communication concept “live your dreams” inspiringly so as to motive people to live their dreams.

For that reason, we decided to contact the best influencer for the movie theme and invite him to live his own dream.

Casey Neistat is a YouTube filmmaker, who spends his life following his dreams, and who reflects that on the videos he later uploads to his YouTube channel and which are seen organically by millions of people. Due to his work quality and own style, whenever he uploads any of his videos, the media immediately gives them full coverage through interviews and video reviews.

His day-dreamer attitude plus his videos virality together with the media interest in his work have made him the number 1 candidate for our PR strategy and the key concept of our idea, What would you do with $25,000?

A week after the Philippines natural disaster, we contacted Casey Neistat and invited him to live his dream. His response was that his dream was to spend the entire promotional video budget on relief for the Typhoon Haiyan victims. Both the client and the agency agreed with his proposal and a week later, he was on a plane on his way to make his dream come true. On his social media sites (Twitter, Instagram, Facebook), he shared every piece of his trip, which helped pave the way to what was coming later.

If we had spent the entire $25,000 budget to buy media space on YouTube to promote the original trailer, we would have reached only 9% of all the views we got. 73% of the views came from the backlash of the media coverage. All the mass and specialized media impact made people who were initially not interested in the Philippines natural disaster start paying attention to it. With only a $25,000 budget, we were able to put on the agenda of media players such as CNN and Today from Australia 2 items, The Secret Life of Walter Mitty and the Typhoon Haiyan in Philippines.