The idea was to combine the power of social media with the power of social proof. It's not a completely new idea, but the campaign utilized a twist on an idea that's been long established in consumer behavior and social psychology...
One of the most important factors to consider is social proof, which is driven by the idea that people copy the actions of others in an attempt to undertake behavior in a given situation. When you think about marketing, this typically translates into seeing what other people are sharing...
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