What happens when you team an experimental economist, UX practitioners and a stand-up comedian to run a social media campaign to drive engagement and lead generation? We will demonstrate how we went about attempting to achieve our target of 10,000 likes in a social media campaign by combining UX research and behavioural nudges with lots of creative juices – what a typical week during the campaign looks like, our successes and failures, and most importantly, our learnings and how they can help other practitioners make an impact in the digital strategy space. Presented at UX Australia 2015 by Yuan Wang, Creative Director of Melbourne digital agency Yump.