For example, the August finale of ABC Family series Pretty Little Liars notched 1.6 million tweets, and Davis said it generated similar engagement levels on Tumblr, with millions of reblogs and likes. And Adidas was able to see that some random user took a screengrab from one of the brand’s commercials, spun it into an animated GIF (Tumblr’s bread-and-butter content format) and received 90,000 reblogs and likes in two weeks “with no promotion or anything else” by Adidas, said Davis.
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