Imagine you’re the casting director of a musical with a seemingly impossible task: Find 30 seniors in Vienna who are willing to sing and dance on stage. With a callback rate that usually lies between 5–7%, it was clear that at least 500 seniors would have to be found to cast the best 30. The entire city would be notified of this innovative cultural act—and the most renowned singing and dancing coaches in Austria had been hired to train the amateur actors' group. No pressure!  All of your hope lies on a city-wide media and PR campaign to invite seniors to come to the casting; a campaign that was announced in traditional media channels like print, radio and local TV. A few weeks pass and only 150 people apply. You’re trying to think outside the box: Let’s target the grandchildren! You start running a campaign on Instagram titled “Sign Your Grandma Up to Perform On Stage”. Zero response. Then it hits you: Target seniors on social media with a video campaign! A few days pass and then, suddenly, the applications start pouring in. 600 submissions in 10 days! You probably already guessed which media channel helped to reach the goal: Facebook.