Case Studies

We Day: 1 Like = $1

We Day is an annual event organized by the Canadian children's charity Free The Children. To launch their Facebook Page from scratch, they created a campaign where each "like" of the We Day page was matched by $1 dollar from a donor, and they asked us to help them spread the word. We designed a landing tab and badge app that made it easy for fans to tell their friends about the campaign, emphasizing the great opportunity to make a difference simply by becoming a fan of the page.

  • from 0 to 500,000 Likes in four months
  • 12.5% of Canadians 13-25 years old have become fans (data source:

  • The Black Eyed Peas: 8-Bit Your Profile Pic

    The Black Eyed Peas called on us to help them convert visitors on their Facebook page to fans. We brainstormed and designed an app that translated the aesthetic of their latest album into one of the most viral mechanics available on Facebook -- allowing users to create their own Facebook avatars in The Black Eyed Peas' 8-Bit style.

    Interscope featured fan's 8-Bit pics on their wall, further driving fan engagement and momentum around the app.

  • 2 million users in 3 weeks
  • 1 million 8-Bit profile pics uploaded to Facebook
  • 400,000 Likes generated in 2 weeks (see graph analysis)

  • Jerry Brown for Governor 2010: Fly the Rainbow Flag

    The 2010 Jerry Brown for California Governor campaign called on Momentus to build viral momentum around hot campaign issues and to grow the Jerry Brown Facebook Page. Knowing that viral app windows can be short, we timed app releases along side important events during the campaign. The most controversial was the overturning of California Proposition 8. Prop 8 defined marriage as between a man and a woman and was a dividing issue in California. Within 8 hours of the overturning, we published the Fly the Rainbow Flag app to the Jerry Brown Facebook Page. The app let supporters celebrate the overturning by flying a rainbow flag on their Facebook Profiles and inviting their friends to do the same.

  • 200,000 users and 100,000 flags flying within 3 weeks
  • 30,000 Likes generated in 1 week (the Jerry Brown Page doubled in size in 1 week)
  • 12.8 million Flag impressions
  • Did we mention... Jerry Brown won the election.
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