Once upon an Altoids Q4 we found ourselves with no media buy and next to no production budget. So we used what we had and built what we didn't. 

We wrote and designed paper tin liners that got free love on twitter and instagram, and then continued the story with animations that brought some liners to life. And we erected a virtual auction house on Tumblr full of DIY curiosities we constructed ourselves using antiques, oddities, and Altoids tins. All proceeds from the auction went to arts charities. 

Three months later, Altoids online mentions were up 91% and an under-funded brand won more press, shares, and millions more earned impressions in one Q4 than the previous 3 years cooommmmbiiiiiiiiined!

Last vid is the case study.