This social media campaign encouraged current customers to download a free app to guard their phone from spam, fraudulent callers and more. Humor works, so we embraced meme culture as a way to reach our target. This proved true, as the Raccoon tactic received 1.2M views and a Click Through Rate that exceeded the current benchmark by 4x. Shark got 1.9M views and its Video View Rate exceeded the benchmark by 61%.