It reminded me of how after my tour as a student I bumped into Russel Howcroft shortly after and he told us during a presentation that sometimes marketers needed to "build things and they (the consumers) will come".
I didn't quite understand it at the time. But today I can't help but think it's a completely underrated and underused digital strategy. This idea of building something rad that's relevant to your target audience and then using them to spread your idea.
You don't need to stress about amplification strategies/sharing user journeys/going viral/influencer seeding and all that other nonsense. Instead you be awesome and the rest comes naturally.
And of course, it makes an amazing brief for the ad agency.