One woman got an entire city talking on social media Saturday. In honor of her husband’s birthday, a New York City resident posted flyers throughout the city, encouraging strangers to post a birthday message on her husband’s Twitter or Instagram. The plan worked. Before her husband even woke up on his big day, he had already received thousands of positive messages. This heartwarming story showcases the power of social media to bring together strangers for a positive cause, even one as little as one birthday.

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Imagine the visibility, both on and off social media, a brand can have by mirroring a campaign after this birthday event. How can a brand take this same idea and make it work for them: what types of causes would be most effective? #MarsTalk